... And the Clients Went Wild!: How Savvy Professionals Win All the Business They Want

Chapter 19. Special Tactics for Financial Advisors

Ten Specific Strategies Working Today

Red Zone Marketing has worked with thousands of financial advisors and firms in the financial services industry since 1994. The following is a summary of what we have observed to be working best right now to build small and large financial services practices—and truly get clients wildly delighted about their financial professional.

How Does One Advisor Really Stand Out from the Others?

Being a financial advisor has been rated as one of the best jobs for 2010.^[7] Although that's good news for the industry, it means that there will be even more individuals joining the current lineup of brokers, financial advisors, financial planners, insurance agents, and banking and credit union financial professionals. Clients tend to look around and see "experts" everywhere. Therefore, the key for any advisor today is to find a way to stand out and differentiate from the rest in an increasingly crowded marketplace.

One potential differentiator is the relationship that an advisor has with his or her current clients. The financial services business is, ultimately, a relationship business. There is a direct correlation between the acquisition of referrals and the bonds that advisors form with their clients. Some clients are so impressed with the connection they've made that they simply want to introduce their advisor to their friends, family, and colleagues.

Your current clients will tell you what your differentiation ...