The graphic overview dialogue

(October 2006) In a recent article, I described the graphic overview as a powerful and persuasive way to articulate value to your clients, prospects, and centres-of-influence. By using graphics and illustrations to explain who you are, what you do, and what clients can expect, the graphic overview clearly and succinctly demonstrates how you are different from the competition. It is the most efficient way to explain what the client experience will be to your prospects.

Let’s assume you’ve created your graphic overview. You’ve had it professionally designed and printed, so it looks attractive and coordinated with your existing marketing materials. Now it’s time to explain how you can use it with clients and prospects.

The graphic overview dialogue is a finely tuned conversation with your prospect that uses the graphic overview as a way to bridge the gap between your prospect’s understanding and the services you provide.

The graphic overview dialogue is specifically designed to demonstrate both your competence and professionalism, and that you have a system in place to get clients from where they are today to where they want to go.

The point of these discussions is to communicate to clients that the financial issues they’re dealing with right now are part of a larger picture. As their trusted advisor, you are aware of that larger picture, and have created a proven business process to address each of its many facets.

You can use the graphic overview dialogue in a number of situations, but the most effective way to utilize it is in an initial “get-to-know-you” meeting.

1. Have the prospect sit down and begin a discussion with you. Start the discussion by asking broad, open-ended questions about why they are in your office. Ask how you can help and listen carefully to the answer. As the conversation progresses, gradually refine your questions to learn more about the prospect’s financial concerns: What are some of the chief concerns you have about money? What are some of the short-term events that will trigger an increase in investible assets? And, what would you consider your top three financial strengths? This process will help you identify key points for use later in your discussion and help determine whether the relationship is worth pursuing.

2. As you’re listening, write down their answers for your records. You will refer to these answers later in the discussion.

3. Bring out a copy of your graphic overview and place it in front of the prospect.

4. Repeat back to the prospect what they said about why they are in your office and what they are looking for. Speak slowly and clearly and use body language to reinforce your points. Focus your attention solely on the prospect to communicate your understanding of their needs, and reassure them they have come to the right person for guidance and advice.

5. Next, use the graphic overview to explain who you are and what you do. Move step-by-step through your business process, emphasizing specific points the prospect has raised in your earlier dialogue. Explain how you have systems and processes in place that will help solve the problems they are facing today, and guide them toward their financial goals.

6. As you step through the graphic overview, mention pieces of information and comments gleaned from your earlier discussion. Incorporate these important points into your discussion of your business process. For example, point out where and when estate planning is addressed in the process: “Earlier you told me you have some concerns about passing wealth on to your children. As you can see in this illustration of my business process [point to “estate planning” section of the graphic overview], this is a topic we specifically cover at this stage of the game. But as you’ve said, we need to deal with your investment portfolio first [point to the “portfolio building” section of your graphic overview].”

7. After 12-15 minutes, you will complete the graphic overview dialogue.

8. Once the client leaves, take your notes from the session and plug the prospect’s key concerns and goals into a form letter that reminds them about the productive meeting you’ve had. Include a copy of the graphic overview with the letter; this will serve as a powerful reminder of the process you’ve spoken about.

This is just one example of how you can have a graphic overview dialogue. Here are some other suggestions:

In the meeting room . . . Have a large, poster-sized copy of your graphic overview hanging on the wall. Refer to it when discussing financial matters with your clients, pointing out how the specific issue at hand fits into an overall “big picture” of your business process.

At an information session or client seminar . . . Have printed graphic overviews available for handing out at any seminar or event you host. If appropriate, introduce your speaker or guest lecturer by referring to your graphic overview. This simple reminder of the “big picture” behind the event will remind attendees why the subject at hand is an important one.

As a pass-along with new prospects . . . By giving prospects your graphic overview as a pass-along, you shift the emphasis of your prospecting to your business process and systems. The piece is much more powerful than a business card.

By emphasizing your process, you become more than an advisor, you become a guiding hand, helping your clients organize their financial affairs and bringing them closer to their financial dreams one step at a time.

Jeff Thorsteinson is the creator of the YouFoundation, an organization that has helped investment advisors build world-class practices through innovative concepts, tools, and systems since 1993. With over 3,500 investment advisor marketing projects and business cases behind him, Jeff has become a well-respected speaker in the industry and over the last three years has delivered his practice-building programs to thousands of financial advisors throughout Canada. YouFoundation has recently launched its Cross-Canada Going UpMarket tour. For more information please visit www.youfoundation.com/events/goup2006.

Contact strategicadvisor@youfoundation.com or 1 800-223-9332, ext. 1, for more information about YouFoundation, or visit the website at www.youfoundation.com.

(10/23/06)