In the video below, Scott Keffer explains the Predictably Attract principle at the Double Your Affluent Clients Bootcamp.
Predictably Attract Framework
(Below is the transcript from the video.)
Let’s talk about Predictably Attract. You want a predictable and profitable system. Didn’t we talk about that? Processes. We want a predictable and profitable system for attraction. You want to attract pre-qualified, pre-interested, pre-motivated, right fit prospects who want to meet with you. So let’s talk about what we’ve covered so far. So we did principle, right? Covered that. We did process driven. We’ve covered that. And in order to be process driven we apply principle process driven to this first area, which is predictable attract. Did everybody get that?
So, to me, I wanted to Edwards Demming attraction. Why not? Why wouldn’t I create a process and let the process do the work? Here is the great prospecting myth? You would have more clients if only you had someone else to market you. Really? Like people in the Home Office, it’s funny, right, the people that work for my MFO or people who work for my broker dealer. So let me ask you a question. A $5 million prospect sitting in your waiting room and who would you send out to sell them? Raise your hand if you would. Raise your hand if you would send the marketing person from your FMO? See, so that’s a clue because what you do in selling is the same you do in marketing.
People who can’t sell can’t market. Now the ah-ha came to me that all the highest paid copywriters, you know how they all started? Door to door selling. How about more industry designations? That’s what I need. When Barry Spencer and I met, he’d been two and a half years in the business, he said, “I want to grow a million dollar business as fast as I can.” So he had no experience, no certifications, no designations, a rented regent’s office and Ikea furniture. How many would say he’s got a challenge? Yeah. By the way, how many have CFP? Good for you, great designation. How many believe it’s going to help you get more clients? Well, that’s what they’ve told us.
If you look at CFP’s marketing budget, by the way, who do they market to? They market to 30 year olds. Why? Because they want clients in the future. They’re long term for that, right? They want you to believe that their designation, not bad, just that the designations are not going to get you clients. What I need is a better brochure. So when I went to the two year State Planning Process, at the end, they said, “Here, buy this brochure.” 10 grand. I said, “$10,000, that makes sense. All I need is one client. That’s fine.” So I’m looking through this beautiful, man, this rice paper is gorgeous. So at the time I’m also learning from Jeffrey Gittamer. How many know Jeffrey Gittamer, sales guy? Jeff says, “Here, take that beautiful brochure, open it up. Take a pen, write up yours. Close it, give it out and see if you ever hear from anyone.”
Why won’t you? See, we all laugh. I laughed too. Yeah, they’ll never open it. Why? It’s marketing. Oh, I need a prettier logo. Golly, if only I had a better logo. That’ll do it. People are just saying, “Honey, you know what? I was hoping we’d hear from an advisor with a really pretty logo.” Better elevator speech. Haven’t you heard that? How many have tried the elevator speech? And does it work? Of course not, it doesn’t work. So here’s the only elevator speech I know. I’m on the plane, so if I knew he wasn’t with 3D Systems, here’s what my normal elevator speech is.
“Hey, hey what do you do?” “Well, what I do is get on planes so I can do work and not talk to people.” But that’s not my elevator speech. My elevator speech is, “Hey, I sell insurance. I happen to have an application right here in my bag.” It’s the quietest slight you ever hear … It’s better than the Bose noise canceling. A nicer website. The affluent are going on Google to find financial advisors. That’s what millionaires do. How many believe that’s a load of crap? Well, there’s a reason you believe that’s a load of crap because it is. They don’t do that. It doesn’t happen. More social media. Oh yeah. “You gotta post.” The average business post gets re-posted four times. I mean, it’s generally a waste of time.
So my attraction rules are simple. No cold calling. No hard selling. No referrals, they don’t work, they’re networking solutions. I don’t like to go out at night. I’m the guy who goes out to a networking event and I stand over in the corner and I eat the stuff and then I’m there for a little while and I think, “God, I don’t really know anybody here” and I leave. Networking solutions don’t work. Imagine we’re at a party and Scott knows me and he says, “Here, meet my friend Gary.” And I meet Gary, I say, “Hey, Gary.” And he says, “Hey, what do you do?” And I say, “Oh, you know, financial advisor.” He says, “I think my phone’s ringing.”
All right. Then the next day, I’m going to call him and say, “Oh, you know, we were at that event and I met you on a personal basis but now I’m gonna call you on a business basis. Is that okay?” How many would say it’s a fundamental breaking of human rules? You don’t do that. It’s called bait and switch. There’s a reason networking doesn’t work because it doesn’t work. It’s counter to human logic. It’s counter to human relationships. I fundamentally realized that if all the marketing was dependent upon me doing it, my continued effort, how much would it cost today to build a car by hand? Nobody would do that, would they? So why would all my marketing be around being alone?
So I just realized, okay, so I gotta build it with this in mind.