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New Book Confirms That Asking For Referrals Is Ineffective; Focusing On Client Needs Automatically Generates Them
A long-held belief in the advisory industry is that businesses grow by asking clients for referrals.
That is a misconception. Stephen Wershing says in his new book that people make referrals all the time but they are not appreciated so we hijack the referral process for our own purposes.
Asking for referrals is ineffective. This is because there’s no way to know when a client’s friend may be in need of your services.
This doesn’t mean referrals are not essential to growing your business; it does mean that a better way to approach clients is to get to know them well and satisfy a need that will differentiate you from other advisors.
Finding that differentiation can be a challenge. Most advisors tend to give the same story or pitch to gain clients.
Discovering a need—financial or not—that a client needs and then filling that need is a much more effective way to acquire a client.
For example, helping a busy executive diversify a concentrated portfolio after the sale of a business or becoming a specialist in helping widows through the grieving process earns advisors the opportunity to help clients with other issues.
Setting up a client advisory group can help you know what your clients may need and the approach you should take in filling that need.
Hiring an experienced facilitator or consultant to conduct advisory group meetings is an effective way to find out what client’s want. Facilitators and consultants can drill deeper to get specifics and can ask sensitive questions.
It also prevents clients from thinking that the questions you ask are just another sales attempt.
The quickest way to grow your business is to find out what your clients need, then to give it to them.
Enlisting the aid of a facilitator or consultant can speed that process along and give you information you may not have been able to get from your clients on your own.
Questions?
How and why does the Advisor Products system work?
In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.
A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.
- Differentiate you from competitors
- Expose clients and prospects to your brand message more frequently
- Build an ongoing relationship with customers
- Increase your follows and fans on social media
- Drive more prospects to your website
- Help convert prospects into leads
- Increase number of pages indexed in Google
What products and services do you offer?
Can I buy services if my website is not hosted with you?
What can I expect during the onboarding process?
What if I have questions after my website is built?
Seeing is Believing.
See how easy it is to get started with our all-in-one digital marketing platform that drives leads, encourages referrals and increases client engagement.
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Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
