For advisors, growing your financial planning business is about getting more of the right clients who you can profitably serve on a sustained basis. This means you must have financial planning clients who will pay for the value you provide and will allow you to do so efficiently and with minimum wasted energy. I am sure this sounds logical and for many financial advisors this will sound obvious. The question is: are you acquiring clients and managing relationships as well as you can?
Creating the right client acquisition plan does not just happen and normally you need to have been in business at least 5 years to be in a place to work out is right. Experience is needed. One starting place to getting the right plan in place will be performing a financial analysis of your business to determine the profitability of your client relationships. In my experience, it will not always be your highest fee paying clients who are the best clients to have.
However, I would seriously recommend in building your client acquisition plan that you consider the client experience being provided. Remember, we are in an experience economy. Transforming the client experience you wish to provide is the key to growing your business and also your revenue. This is where the perceived value will come from. The starting point for this transformation process is with YOU personally understanding who you are, your Financial DNA personality and your life purpose. Consider:
- What are your talents and unique gifts?
- What are you passionate about?
- What are your own life and financial motivations?
- Where could you make the most difference in the life of your clients?
- How do you wish your service to be remembered?
- How will you differentiate your service?
- What capabilities do you have to develop?
- What processes do you have to build?
- What will the profile of the desired clients be?
THEN, address what fees you need to charge to profitably deliver this service experience, and the fee charging model. From this platform you can determine your client selection policy and the ideal practice for you.
For you to be successful in creating an experience your service must create feelings. The client must feel that who they are is understood along with their life. Further, your clients must feel that they are making the right life, financial and investment choices. So, your client service experience must have a greater “inside out” feeling and hence methodology to it. This is not just connecting with the client on an inside-out basis up-front to build the plan. The inside-out experience must be continually provided every year through the review meetings and in every communication. You will only achieve this by creating a service model that is authentically connected to the core of who you are and also the core of who your clients are.
Fundamental to the approach I have been using for the last 10 years is to have all of my clients complete a Financial DNA personality test up-front in the planning process. This creates the feeling of being understood. The feelings of understanding and trust are accelerated when the client sees my own Financial DNA personality profile. This now makes us more equal and shows I have walked the journey too. From here, I build the whole planning experience tailored to who the client is so that they can make the right choices.
To learn more about Financial DNA and building the “Ideal DNA Advisory Practice” visit: www.financialdna.com/advisor