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You're Different? So What?

You're different? so what?

Do you struggle with differentiating your firm when others look and sound like you? Please, stop telling me how you are "different." Trust me, I speak for your clients. We don't care.

A little background.

Topic at my ProVisors meeting today was telling Financial Advisors apart. It was a good presentation and by traditional standards they did well.

A few examples of differentiators:

  • We coordinate with other trusted advisors
  • I've run a family business
  • I have spent many hours over the years earning credentials
  • I've been doing this for a long time
  • We treat our clients like family

These are GREAT advisors who THRILL their Best Clients. And yet I learned little about how to identify future Best Clients so I can make introductions.

You must answer “So what?”

"We coordinate with other trusted advisors" becomes ". . . so you don't have the stress of finding someone who is a good fit and having to manage multiple relationships."

"I've been doing this a long time" becomes ". . . so I've seen it all and can steer you calmly through rough markets."

WARNING: there is no universal answer to "So what?' You must answer for YOUR clients. If you can't answer for YOUR Best Clients, start there.

Think Like Your Best Clients
Your firm earns higher returns and has more options for growth or exit when you attract more of your Best Clients.
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