When I first got into financial services in 1980 (wow, that’s a long time ago), the message was to sell something to anyone who would buy. And, I guess, when you’re starting out, that makes some sense.
The problem is that the industry is still saying the same thing: position yourself as solving everybody’s problems. “Don’t narrow yourself, you will lose business,” is what you are being told.
The TRUTH is EXACTLY THE OPPOSITE.
When you are positioned as everything to everybody, the market sees you as nothing to nobody. A commodity.
You must begin by deciding WHO you want to work with. What I call your Right Fit Client.
Not a vague “who.” Not a You know, prospects with money! “who.” You need a vivid, clear-as-a-bell, got-their-picture-burned-in-your-mind, crystal-clear laser-focused “who.”
A “who” that comes from firsthand knowledge… a “who” that comes from having walked a mile in their shoes… a “who” that comes from understanding them better than they understand themselves, even their ambitions and passions… a “who” that comes from a deep-down-in-my-bones committed to help them “who.”
If that seems hard to do, begin with your very best clients – five of them.
When I complete a Marketing MRI for advisors, it includes a Client Scan, as well. We write down the Demographic and Psychographic characteristics of your very best clients. Then, scan for clues.
From this exercise, write a Right Fit Client Description.
Next, how we teach them to “see” you as the only choice!