Who are your perfect clients?
Sorry for the fishing analogy, but if you don’t know clearly what fish you are fishing for, how can you possibly know where and how to fish? Yes, in many ways, it is as simple as that. Additionally, if your referrers don’t know either, they will be sending you either the wrong prospects, or not nearly enough prospects
If you’re a financial adviser and you don’t have a clear idea and documented summary of your preferred target clients, you could be wasting a lot of time and opportunity!
Targeting is all about how you profile whom you want to attract and work with on an ongoing basis, as determined by a range of set criteria. Understanding the type of clients you want to work with is essential to determine your most effective prospecting and marketing activities.
You may be surprised how many financial advisers don’t have a clear understanding, and definition, of the clients they both want to work with and are best equipped to work with
Many advisers have a combination of preferences and related capabilities and can maximise their effectiveness by specialising working with specific types of clients.
Other advisers are prepared to work with clients that fall across a number of client-type definitions. And it is interesting to see how different many approaches are, as most opt for a bias towards factual, life stage criteria, while others opt to profile prospects as defined by emotional states and, or, problems that need to be solved.
Either way, having clarity about whom you want to work with, be it a narrow or wide definition, is essential if you are to maximise your return on your prospecting, referral building, and prospect/client nurturing activity.
Having a tool, or Optimum Client Profile guidelines, to assist you is a great start, and will prove very valuable.
The GROW Adviser Capability program incorporates guidelines and profiling tools to ensure that you, your team and your referrers clearly understand the types of clients you want to work with the most.
Keep an eye out for my next article:
How to identify your optimum clients
Do you have a clear understanding of what your optimum client looks like?
