Send prospects the right signals

Sometimes ordinary, day-to-day scenarios provide opportunities to showcase your dedication to top-notch service. Here are some examples that illustrate how to identify and act on these opportunities.

WORKING LATE

Clients want their interests to be priority number one for their advisors. The following story is from my own experience.

Scenario

It’s early Friday evening, and my wife and I are supposed to meet another couple for dinner. They’re at the bar waiting, and so is my wife. But there’s no sign of me. The couple asks my wife what’s up.

Dialog

“Here’s what probably happened” she says. “When he was leaving his office the phone rang, and he won’t ignore a ringing phone. It was a client with a problem. Bryce will be there until he solves it, so let’s get our table or we’ll miss our reservation.”

Takeaway

“If Bryce was my advisor and I had a problem, he would put my needs before enjoying his personal time.”

RETURNING CALLS

A client expects a callback if he asks for his advisor and she’s not available. An associate can often handle the question, but sometimes he needs her personally.

Scenario

You’re going to a museum event or community reception. It runs from 6:00 to 8:00 p.m. You arrive at 7:30 and see a friend across the room.

Dialogue

“I almost didn’t make it tonight. (Let your friend draw you out.) I was in the field all day. When I got back to the office I had 10 messages from clients on my desk. I make a point of returning all my client calls before I leave the office.”

Takeaway

“If she was my advisor, my call would get returned before day’s end.”

ACCOUNTABILITY

Clients want something in return for the fees they pay. You can’t promise performance in the equity markets, but you can stand behind your recommendations.

Scenario

It’s a beautiful afternoon and a friend calls to suggest a round of golf on Saturday.

Dialogue

“I can’t this weekend. I have two client portfolio reviews scheduled for every day next week, so I have to spend the weekend reviewing the past quarter’s results and getting the reports prepared. Every client gets a face-to-face performance review before the end of the first quarter.”

Takeaway

If you made recommendations and the client followed your advice, you are giving them a report card showing how your suggestions performed.

EXPERTISE

Clients do business with you because you have knowledge that’s valuable to them.

Scenario

You’re in the barber shop. Three other people are getting haircuts, and five more are waiting. The barber asks you how business is going.

Dialogue

“Today I helped a couple avoid a serious mistake. They were going to take care of their son’s tuition payment by withdrawing money from a retirement account. But they didn’t know about the penalties. Once I understood what they needed to accomplish we found a better solution.”

Takeaway

If the others in the shop have children in college, they face the same situation. Also, they may know someone who’s thinking about pulling money out of a retirement account. Now they’ll feel they’re doing their friends a favor by introducing them to you.

Also read:

2 timeless prospecting ideas

10 tips for prospecting employers

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