It’s important to make sure clients who are looking for Financial Planning services you offer know about you.
You’re in business so it’s important to know how clients find you because that will influence how you market your services. There are 5 ways clients find you.
With Financial Planning, you’re responding to a need. And this need for guidance requires a fair amount of trust to be established.
It’s because it relates to an impactful event in their lives. This can include an upcoming retirement, investing a windfall, family protection through insurance or all of the above.
As a Financial Planner, half the battle is to make sure that clients can find you when they have a need.
Here are 5 ways clients find you.
1. They’ll call the Financial Planner that they are already working with and trust
Even though you have already landed the client, you’re constantly marketing because:
- You want to get repeat business
- You’ll want to expand how much business you’re getting from your client
- You will want to get referrals from your client so that they recommend you to other people that they know
- You’re trying to build loyalty with your client
So, how can you market to them?
- You do your best work so they’re happy with your work
- You work hard at becoming their go-to indispensable Financial Planner who understands their goals (and/or business)
- Make sure that they have a great client experience working with you
- Keep adding a lot of value by being informative and full of ideas
2. They’ll call a Financial Planner who is well-known in the industry
Clients will usually call someone who has a high profile in the industry i.e. someone who specialises in a particular area of advice. When you specialise, you tend to become well-known in that niche.
If there is a Financial Planner who specialises in a particular area that a lot of people know, then those individuals will get the call.
3. They’ll call a Financial Planner who has been in contact with them consistently
When you’re prospecting, you’ll generally want to keep in touch with your prospect.
Why? Because the person who will likely to be contacted will be someone who has been reaching out to them, introducing themselves and their services, staying in touch, and building the relationship. Of course, you’ll need to make your own judgement and know when to back off and avoid becoming a pest.
4. They’ll call a Financial Planner they found on LinkedIn
LinkedIn has become the search engine for people that are looking for professionals because clients feel that on LinkedIn, they’re going to get high-quality work.
This is because LinkedIn makes it very convenient for them. Why? Because chances are, they already have a LinkedIn account so they’re on LinkedIn anyway.
On LinkedIn, they can see your photo, credentials, knowledge area, skill set, background, how long you’ve been in business, and recommendations from other clients.
5. They’ll ask around
Often, clients will ask other professionals that they trust like their accountant, lawyer, mortgage broker or other colleagues, looking for a recommendation.
To take advantage of this, you’ll need to:
- Build your network of referral sources. These are the people who share the same audience as you but are not in direct competition with you.
- Look at your local area, industry and other services that market to your potential clients. Find a way to introduce yourself and your services to them and get to know them so they can recommend you to their own clients.
So, now that you’re armed with this knowledge, how will you make sure that you and your services can be found? What marketing strategy do you have in place? Let us know in the comments below.
Thanks for reading!
It is a privilege to write for you. This is not an expert’s view but rather, it is my way of sharing the lessons I have learned along the way.
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