Always Ask Them Why
Jun 6th, 2011 by Sarah McKinney
As a financial planner, your clients put their trust in your capable hands every day. They share their goals, dreams, hopes and expectations with you. They depend on you to navigate the curves, turbulence and life changes as a part of doing business and you do a fine job for them.
Did you ever stop to wonder why your clients chose you in the first place? What do you do that makes you special to them? There is a reason that they chose you. The motivation behind their decision to hire you and keep you as a trusted advisor may be quite different from what you think.
Your market positioning is only part of the equation. You may have positioned yourself to be well suited for a particular age group or profession and have developed a cohesive marketing program to speak directly to those markets. If your best clients choose you because of the way that you position yourself, then good for you! But what if your clients are choosing you for a completely different reason?
If you don’t have a finger on why your clients were attracted to you, you might be missing out on a huge opportunity to find more clients like your best clients. After everything that they entrust you to do for them, wouldn’t you agree that it’s important to know why? It’s the one thing that you do better than anyone else they know. I’ll bet that if you knew what your one great strength was you would grow your firm leaps and bounds.
