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“Brands attract people and brands change their experience… do all you can to make your name better known in the circle and the audience where you work,” said Beckwith.
Beckwith’s third lesson for advisors gleaned from the old coffee commercial was about the power of the package and how people think with their eyes, despite sometimes even knowing they are being illogical. Noting how substandard coffee served in fine china in elegant surroundings will magically taste incredible, Beckwith reminded advisors to dress professionally, while being aware of the fine line between looking successful and looking like you’re trying too hard to look successful. “I don’t want to see a $6,000 Rolex [on my advisor],” warned Beckwith.
But the key lesson that “trumps all” when winning clients and prospects over is creating extraordinary relationships, a factor Beckwith spent the most time on during his presentation. “You aren’t selling Putnam funds or Magellan funds or variable annuities, however good those products are,” said Beckwith. “You’re selling you, you’re selling how I feel about you, you’re selling whether I trust you… and more than anything else, you’re selling how genuinely important you make me feel to you.”
To help advisors create extraordinary relationships, Beckwith dispensed some key words and quick tips to close out his presentation, including the following:
• • •
Be sure to check back to Advisor.ca all this week for our continuing coverage from the FPA’s Success Forum 2003 in Philadelphia.
• • •
Filed by John Craig, Advisor.ca, jcraig@advisor.ca.
(11/03/03)
(November 3, 2003) Citing an infamous television commercial from the 1970s in which diners at a high-end restaurant are unknowingly served coffee made from freeze-dried crystals but love it just the same, speaker Harry Beckwith extracted several key lessons from this premise that he says will generate love from an advisor’s clients and prospects alike.
Beckwith, a U.S.-based brand consulting guru and author of What clients love: A field guide to growing your business, told advisors attending the opening session of the Financial Planning Association’s (FPA) Success Forum 2003 in Philadelphia that the first key lesson to take from the coffee commercial is one on price.
Joking that a $10.45 cup of coffee is always going to taste good, Beckwith seriously encouraged advisors to believe they are worth more and to charge it. “Price and fees are your communicator of the quality of your services — and the higher the price, the higher the perceived value,” said Beckwith.
The second key to client love is all about the brand, according to Beckwith. He suggested that advisors do all they can to promote their own brand — be it writing a column for the local paper to giving seminars in the community.
“Brands attract people and brands change their experience… do all you can to make your name better known in the circle and the audience where you work,” said Beckwith.
Beckwith’s third lesson for advisors gleaned from the old coffee commercial was about the power of the package and how people think with their eyes, despite sometimes even knowing they are being illogical. Noting how substandard coffee served in fine china in elegant surroundings will magically taste incredible, Beckwith reminded advisors to dress professionally, while being aware of the fine line between looking successful and looking like you’re trying too hard to look successful. “I don’t want to see a $6,000 Rolex [on my advisor],” warned Beckwith.
But the key lesson that “trumps all” when winning clients and prospects over is creating extraordinary relationships, a factor Beckwith spent the most time on during his presentation. “You aren’t selling Putnam funds or Magellan funds or variable annuities, however good those products are,” said Beckwith. “You’re selling you, you’re selling how I feel about you, you’re selling whether I trust you… and more than anything else, you’re selling how genuinely important you make me feel to you.”
To help advisors create extraordinary relationships, Beckwith dispensed some key words and quick tips to close out his presentation, including the following:
• • •
Be sure to check back to Advisor.ca all this week for our continuing coverage from the FPA’s Success Forum 2003 in Philadelphia.
• • •
Filed by John Craig, Advisor.ca, jcraig@advisor.ca.
(11/03/03)
(November 3, 2003) Citing an infamous television commercial from the 1970s in which diners at a high-end restaurant are unknowingly served coffee made from freeze-dried crystals but love it just the same, speaker Harry Beckwith extracted several key lessons from this premise that he says will generate love from an advisor’s clients and prospects alike.
Beckwith, a U.S.-based brand consulting guru and author of What clients love: A field guide to growing your business, told advisors attending the opening session of the Financial Planning Association’s (FPA) Success Forum 2003 in Philadelphia that the first key lesson to take from the coffee commercial is one on price.
Joking that a $10.45 cup of coffee is always going to taste good, Beckwith seriously encouraged advisors to believe they are worth more and to charge it. “Price and fees are your communicator of the quality of your services — and the higher the price, the higher the perceived value,” said Beckwith.
The second key to client love is all about the brand, according to Beckwith. He suggested that advisors do all they can to promote their own brand — be it writing a column for the local paper to giving seminars in the community.
“Brands attract people and brands change their experience… do all you can to make your name better known in the circle and the audience where you work,” said Beckwith.
Beckwith’s third lesson for advisors gleaned from the old coffee commercial was about the power of the package and how people think with their eyes, despite sometimes even knowing they are being illogical. Noting how substandard coffee served in fine china in elegant surroundings will magically taste incredible, Beckwith reminded advisors to dress professionally, while being aware of the fine line between looking successful and looking like you’re trying too hard to look successful. “I don’t want to see a $6,000 Rolex [on my advisor],” warned Beckwith.
But the key lesson that “trumps all” when winning clients and prospects over is creating extraordinary relationships, a factor Beckwith spent the most time on during his presentation. “You aren’t selling Putnam funds or Magellan funds or variable annuities, however good those products are,” said Beckwith. “You’re selling you, you’re selling how I feel about you, you’re selling whether I trust you… and more than anything else, you’re selling how genuinely important you make me feel to you.”
To help advisors create extraordinary relationships, Beckwith dispensed some key words and quick tips to close out his presentation, including the following:
• • •
Be sure to check back to Advisor.ca all this week for our continuing coverage from the FPA’s Success Forum 2003 in Philadelphia.
• • •
Filed by John Craig, Advisor.ca, jcraig@advisor.ca.
(11/03/03)
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