If you speak to successful financial advisers, every one of them will have their own tips for converting leads into clients. Of course, what works for one person might not work for another, but out of all the static, you can find some basic themes that can help you increase your own productivity and success rates.
The very first stage of making the most of the process must be understanding how a potential client will look for you. First-time clients will be asking the question: “Where do I find a financial adviser?” Of course, as with most things, the internet will be their first port of call.
A potential client will most likely use the internet to find and then screen and ultimately select a financial adviser – possibly even connecting to an adviser, whose firm Lead Tech has partnered with.
This means that your leads can often come from a potential client initiating the contact themselves. In order to do that, they must be able to find your online presence easily and be able to navigate it smoothly.
The first impression that your online profile makes must be positive and most importantly give easy access for a potential client to make contact with you. Various marketing techniques, such as a call to action, can be employed to help this process.
Most investors also use keywords or phrases such as “How do I find a financial adviser?” when they initiate a search. Once again, knowing how these processes work is vital if you are to make the most of modern online marketing techniques.
On the turn
The key issue is increasing the probability that these interested searchers actually become solid leads that you can turn into revenue-producing clients.
This is where emphasising your credibility can be a make-or-break factor. Anyone seeking financial advice will either be doing so for the first time or will have had previous experiences that have led them to look for a different adviser this time around.
Of course, every financial adviser and sales rep that you will be up against will be claiming to be an expert in their field, so you need to consider these four points:
- Investors should be able to see substantial content about you online
- Your website must highlight your credentials
- These degrees and certifications must be backed up by proven experience
- Third-party online directory listings always help back up your claims
Letting someone else give you advice on dealing with your finances or even giving over a certain amount of control of them is a big deal for most people. This is where full transparency can become the differentiator between you and your competitors.
Financial advice is something that is based on a relationship of trust, so being able to provide links to verify that you are a member of any relevant trade organisations or bodies that cover your field can be a big plus. Providing a strict Code of Ethics that you abide by is also a good selling point when it comes to the first stages of building a trust-based relationship with leads.
A vital factor that often gets overlooked when comparing conversion rates of leads to sales is that not everyone who contacts you will be a good fit. Screening prospects means only taking on those clients that you can actually help to achieve their goals, rather than just playing a numbers game of trying to convert every lead you get.
Garrett Philbin, a money coach and the founder of Be Awesome Not Broke, said: “Make sure that you only say yes to those you want to work with and whom you can best serve.”
“If you realise during a prospect meeting that you can’t help that person with what they need, refer them to someone who can,” he added.
Anyone offering high-quality financial planning help knows that documentation is your friend if you are an advisor with nothing to hide. For those who have things in their past that they prefer to go unnoticed by potential clients, full transparency is not a tool that can be easily used.
The result is that rival advisors often use sales pitches and undocumented sales claims to win business, but this often means that much of the information they provide is done as part of verbal interaction.
As online searches are so important now, an adviser who can use documentation online to separate their services from lower-quality competition will automatically have a head start in converting leads into clients.
Costs and fees
Another key element of taking a transparent approach aimed at quickly building a trusting relationship is providing clear information about financial advisor fees.
Novice investors or first-time clients will want as much information as possible so that they can compare your offering, while more experienced leads will be looking at how much value your expertise and processes carry against their previous experiences.
Sell the outcome
Ultimately, whatever the status of your lead, the results that you can achieve for them will be one of the biggest deciding factors on whether or not you get their business.
Selling the outcome rather than concentrating on the process that you offer can be a challenge, but in the current “customer first” climate, it really is one of the biggest tips that can be given when it comes to conversions.
Although the focus often falls on internet-based communications these days, all of the above tips also bleed over into more traditional real-world conversion practices.
Whether it is from an online source, a phone call or even a personal visit to your physical office, employing the basic themes that are used by successful advisors could go a long way to help attract those who need help with finances.