What happens when you’re honest with prospects?

In 2009, Marcus Sheridan’s pool company was tanking, reports the New York Times. To save his business, Sheridan told the Times, “I realized that if I was willing to answer all these questions that people have about fiberglass pools, we might have a chance to pull this out.”

So he created a blog about his company that reveals the cost of his services. He even posts the best local pool companies – a list that includes only competitors.

Read: Find and meet online prospects

Now, when a potential customer searches a different company, “what comes up? Me! You vet all my competitors, now I’m showing up for all their key words,” Sheridan told the Times.

Read: Create a social media marketing plan

Advisors can take a lesson from Sheridan’s fearlessness. Prospects appreciate price transparency, and when you’re open about who you can and can’t help. Feature such information on your site, and you may gain more clients.

Read the full interview with Sheridan here.

Read:

· 3 tips to explain fees

· Justifying your fees

· How I’m paid: Talking to clients about fees, commissions and bonuses

Staff

The staff of Advisor.ca have been covering news for financial advisors since 1998.