The Rules of Engagement

Everyone is talking about client engagement, but what are firms actually doing about it?? Client engagement is not just about good feelings; it has emerged as the #1 driving factor in revenue growth.

Want to know how?? Heres a simple example.? I was strategizing with one of my coaching clients, Greg, a financial advisor at a leading RIA firm, and he mentioned his firm was adding two more product providers to their preferred list.

Greg called eight high-quality firms and left a message for his local wholesaler to call him back.? Out of those eight, only five called him back.? Filter number one applied:? I only do business with people who return phone calls.

Greg had conversations with each of those five wholesalers. All seemed to be knowledgeable about their products and eager to earn his business.? To close the conversation, Greg gave each of them very specific common requests with a due date. Each wholesaler promised that his or her internal sales partner would promptly email the information to him.

Client Engagement, DNA Relationship System, Customized Experiences

Out of those five wholesalers, only three actually delivered the right material, if any at all.?? Filter number two applied:? I only do business with people who demonstrate credibility, that is, say what you will do and then do it.

In the blink of an eye, we are down to three firms.

So, I asked Greg how he selected the two firms.? Was it the unique value proposition of the firm or the product track record, or the knowledge level of the wholesaler?? Gregs answer will surprise some you.? All of that stuff is pretty much the same story, he replied.

The real difference is that one of the wholesalers actually created a unique experience for me.? She understood exactly how to present her standard product to me in my terms.? The entire interaction was all about me and I felt a higher level of trust with her and her products.

Greg added only one new firm to his list.? Will your firm be the ONE next year?

Start engaging your advisors now with an online tool that gives you and your team easy answers to customizing every advisor interaction.

Learn more about client engagement by visiting the Communication DNA Website.

Peggy Mengel

Peggy Mengel - Business Coach - The Biz Sherpa

As CEO and founder of The Biz Sherpa, I coach and consult with executives on developing deep and strong relationships with clients, staff and most importantly, themselves. When you align your talents, passions and strengths with a strategy that fits your uniqueness, you will transform yourself, your client experience and your business.

Throughout my career, one my driving principles is to understand people before numbers. It is this philosophy that ignites my desire to help financial services firms meet the challenge of driving results through a behaviorally based strategy.

How can your firm balance the demands of effectively managing people and maximizing profits? Start building business from the "inside-out" with a coach who understands your industry and your challenges.

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