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.
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?
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