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Why advisors fail to close prospects -- according to advisors

Trust, transparency and excluding traits remain problems but standing out in the crowd is hardest of all: Differentiation

Author Guest Columnist Jack Waymire December 17, 2014 at 4:18 PM
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Fresh, ripe but just the same. Differentiation is the advisor's big challenge.

Jack Waymire

Coach Maria Marsala

Coach Maria Marsala

December 29, 2014 — 10:32 PM

Understanding differentiation (#1) is so very important. Most advisors tell me that they provide great customer service as a differentiator — so wrong.

Ask an advisor for their onboarding script — most wing it. By creating repetitive systems and tweaking them, advisors will know exactly what’s working and what isn’t. And have a script for their hires to use, too.

Niching also helps.
Advisor prospects make appointments to talk with me, and 9 out of 10 times when go to their website and LinkedIn prolife I am unable to tell who their clients are —-and I’m really looking. An advisors prospects are looking, too. Niching helps an advisor connect with the right prospects. And today, with technology being what it is, they can research their clients online before meeting them; learning more about them and how they are connected =- personally or professionally, too.

brooke southall

brooke southall

December 30, 2014 — 3:48 AM

Good stuff, Maria. But I’ll complain anyway. What is niching and how do I get in to one when I just want rich people of any shape or size?


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Consulting Firm, Marketing & Public Relations, Investor Referrals
Top Executive: Jack Waymire

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