Last week, we dug deep into the The 2×4 Business Growth Model™ with a new group of advisors at our Private Client Inner Circle.
It’s so cool to start the transformation journey with a new group of advisors. 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, CFP, targets their advertising on young, pre-wealthy prospects and even stated that the designation has no positive effect on gathering more clients or assets.
Credibility is not based your years in the business. Credibility is not your designations. It’s not your sales awards. It’s not your broker dealer, your FMO, or your product manufacturer. Those are totally insignificant to the end client.
You have to build a third-party credibility.
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 as 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 take one action.
Not sure what to do next? Hit reply and let me know you’d like some help.