bonus: exercises to define and refine your message.
by martin bissett
passport to partnership
an advisor is trusted when they can show that they
- took responsibility for their end of the bargain in the client engagement,
- educated the client of their responsibilities,
- offered prompting and assistance throughout but then allowed the client to ultimately govern themselves in terms of following through on their commitments.
more: don’t overlook internal communication | how to develop your communication abilities | five questions for measuring partner potential | five ways to rally your firm to its culture | when would-be partners aren’t candidates | make your expertise a new-client magnet | don’t think of it as selling | experts: what it takes to become partner | where is your next money coming from?
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this then empowers the advisor to make a commercial decision when the client now faces the consequences, as to whether they want to communicate even more assistance to make things all better for the clients and gain huge appreciation and emotional capital.
we all know that in the mind of our client, their communication with us forms their perception and their perception becomes the reality.
what is my worth?
directions for defining your worth:
- review your firm’s ambitions, ethos, challenges and service line
- based on these, identify the value you bring to your firm and its clients.
- rate each area of value from 1 (low) to 5 (high) for
- the outcomes delivered to the client/your firm,
- how exclusive this area is to you and
- the strength of the proof you have for it.
why am i valuable?
directions:
- based on your selected components, prove your value in a sentence.
- create a one- to three-sentence summary.
- create three to five bullet points to expand and add evidence to the summary.
- run them by a trusted colleague until the consensus is that they are well honed.
my value in a sentence:
my value in overview format:
my evidence:
external communication social media profiles
use what you’ve learned to shape your message to the world.
professional headline (based on the my value section)
what type of clients do you work with?
what outcomes do they get from working with you?
what’s a simple statement of why they choose you over the competition?
summary
reiterate who you work with and how you help them.
expand on the outcomes they see in working with you – provide evidence.
provide evidence that you can do what you say you can. (examples of client results, testimonials, case studies, awards, etc.)
give them a reason to get in touch with you. (examples of free report, consultation, seminar invite, etc.)