The 2×4 Business Growth Model™ is a template we share with Private Coaching members.
I shared with them the 4 Keys To SANE Growth.
#1. Stack for Authority.
#2. Attract ELK’s Exclusively.
#3. Nurture To Action.
#4. Engage Prospects’ Heart
This week, we’ll cover #1 and #2. Next week, the last two.
#1. Stack for Authority.
INDUSTRY MYTH: The industry teaches you to position yourself with more Credentials. According to Kiplinger’s, there are over 100 financial advisor certifications.
Will certifications get you more clients? No.
One of the most popular certifications, CFP, targets their advertising on young, pre-wealthy prospects and even stated that the CFP designation has no positive effect on gathering more clients or assets.
Credibility is NOT what the companies that give out certifications tell you. It’s NOT designations. It’s NOT sales awards. It’s NOT your broker dealer, your FMO, or your product manufacturer.
REAL TRUTH: Million-dollar clients respect Credibility, NOT credentials.
You can write this down: “The advisor with the most credibility WINS.”
Credibility Stacking™ is the road to authority with prospects. Use The Credibility Staircase® and million dollar prospects will WANT to meet with YOU.
#2 Attract E.L.K.’s Exclusively.
INDUSTRY MYTH: The industry teaches you to attract anyone and everyone. When you look like you will work with anyone and everyone, you cheapen yourself in the eyes of million-dollar prospects. They WILL NOT be attracted to you.
If your granddaughter said her high school strategy was to let everyone know that she would go out with anyone, what would you tell her?
Exactly… Your marketing and positioning are NO DIFFERENT.
If you say that you will work with anyone and everyone, you CHEAPEN yourself in the eyes of million-dollar prospects.
REAL TRUTH: You must attract E.L.K.’s exclusively. E.L.K.s are Easy to work with. Listen to you. Keep paying you the most.
You already know that referrals (and introductions) have all but dried up since 2008, so you can’t get enough to grow your income big enough or fast enough.
By targeting ELK’s Exclusively, you become even more attractive to million-dollar prospects.
Take a minute and rate yourself on a scale of 1 – 10 (10 being mastery) in these two areas:
Stack for Authority.
Attract E.L.K.’s Exclusively.
Then write down three actions for 2021 in each area you should take, and ONE action you WILL take.
Next week: the last two keys.