Top advisors don't tell prospects what they do, but why they do it
By Mark Mersman
It goes without saying that referrals and personal introductions are the best new prospective clients you can meet. You are positioned as the expert. You’ve gained instant credibility. Trust is assumed. Why is it that the most successful advisors get more referrals than those that are scraping by? It’s not an accident. It’s a concerted effort.
Start with why
Do yourself a favor and Google “Ted Talks Simon Sinek.” Simon does a phenomenal job of explaining why certain companies rise above others. The old adage, "People don’t care how much you know until they know how much you care" is the main reason behind successfully gaining referrals and introductions.
When people ask you what you do, don’t tell them what you do. Tell them why you do it. After that, they’ll be more inclined to really care about what you do.
Hint: The “why” is not for a paycheck. If you don’t have a real “why,” you’ll never succeed in getting more referrals.
Top advisors have systems in place that encourage referrals. We aren’t talking about rewards programs — those are fine if you want, but not necessary. If you are doing your job right, your clients will want to refer you to their friends and colleagues. Bear this in mind: your clients do not refer you because you helped them achieve 7 percent last year. Nor do they refer you
because the policy or investment you sold them is the best thing since sliced bread. They refer you because of how you make them feel.
Are you doing the things that make them feel special? Do you know their favorite soda or candy bar? Do you have it ready for them when they come in to meet with you? Are you aware of when their grandchildren will graduate? Do you send them congratulations? Are you aware of the groups, clubs, and organization they are involved in? Do you help support their interests?
Remember, what you do is how you get paid. Why and how you do it is what matters.