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I have a question for you: Are you an authority?
You know, I bet you are.
I bet the way that you take care of the unique set of clients that you work with makes you an authority. It makes you referable.
But the truth is, most advisers don’t have anything that helps them express that authority.
And then they’ll come to me and say, “Rob, I get a fair number of referrals, but I can’t convince the referrals to meet with me.”
“I can’t prove to them that meeting with me is going to be any different than meeting with any other advisor or their current advisor.”
And then I ask…
“How are you relaying your authority?”
Are you just relying on the fact that you got a referral?
I mean, that’s a great foot in the door, and that’s the way, frankly, that you get most of your best new clients: through referrals.
But they’re stronger, they’re faster, and they’re more meaningful…
When you can transfer the value and the authority that you give to your current clients to that referral as quickly as possible.
And it doesn’t have to be all that difficult, but it’s not sending them a silly brochure.
It’s not sending them to your firm’s website that you’re embarrassed by.
It’s not sending them to a LinkedIn profile that identifies you by some corporate title that means absolutely nothing to your referral.
What you need is an authority magnet, a referral magnet, a lead magnet, whatever you want to call it.
Something that is of value, something that you would be proud to give your best clients that clearly articulates your authority; how you help your clients achieve their goals.
It could be a white paper.
It could be a top ten list.
It could be a webinar.
It could be a book.
I’ve helped my clients design all of those things…
Things that help them establish their authority in light of the introductions that they get from their referral sources.
It makes that connection happen more quickly.
It’s also a great tool to be used if you’re employing social media techniques or you’re really active with your website or in your community.
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Having an authority piece, something that truly describes your authority is an essential part of an advisor’s practice who is serious…
Serious–about achieving big goals and getting to new levels of success year in and year out.
So, I’ll ask you again: Are you an authority?
And I’ll answer again: Yes, you are.
You just need to find a way to make it resonate with the people that you meet on a regular basis.
I hope this helps.
Thanks for reading.