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How do clients choose a financial adviser to use when everyone looks about the same?
Sure there are individual differences in the human beings, with the full range of beautiful people, and those who are beautiful only to their mothers perhaps, and all the different skin tones and body shapes that one would expect in any other large group of humans. It is not that sort of sameness…it is “professional sameness” that makes it difficult to choose the right adviser from a typical consumers’ perspective. Same titles, positioining, licences, letters after the name….
To potential customers we are a rather homogenous group – whether that group is accountants, or lawyers, or financial planners, or insurance brokers or bankers. One banker tends to look and sound much like any other banker to the typical consumer, and one accountant is much like any other, and each financial planner seems the same as the next financial planner claiming to be different (but not showing it). Brokers are all the same….and so on.
It begs the question: So how do consumers choose any particular professional when they all appear to be about the same?
If you want to get chosen by prospects this seems a pretty important point to understand.
In this weeks Quick Tips video we talk about this issue, and decision-making filters that potential customers use to try and separate the sameness, when professionals lack a compelling and obvious differentiator…
…watch the video to learn more…
Related: Aligning Your Marketing Pitch with Your Client’s Buying Journey