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Recently an advisor said to me, “Our no.1 problem is getting leads – and we’ve tried everything from social media, email blasts, and a new website – but none of these things are working effectively”.
What I told him was: “In a low-volume/high-margin business like advisory, sales conversion (not lead generation) is where the real leverage is.”
Contrary to industry thinking, you don’t need more leads, you need to convert all of the qualified opportunities in front of you.
Spending more money and effort pushing free content through high-traffic channels = attract attention at scale = get more leads – isn’t as profitable as you might think.
Spray and pray marketing is a good model for selling t-shirts - not so good for getting advisory clients.
Why?
Because free content pushed at scale is generic, unspecific, and addresses people indirectly as a group.
You might get leads from it, but most of what you catch either slips through your net, or you end up throwing back (like fishing in the wide ocean).
Instead, consider the “One Call Sale” approach.
With the One Call Sale model, you don’t fish in the wide ocean.
You fish in “ponds” where your ideal clients have already gathered.
You don’t promote commoditized solutions, instead you target problems only (the issues that keep your potential clients up at night).
This way, your qualified prospects feel you’re addressing them directly as a person, not as a group, and that creates a baseline of trust which sets you apart from everyone else.
The advisory sale is a direct, one-to-one situation, that requires trust to succeed.
How to get in front of more prospects, so you can have more meetings, to (hopefully) get more clients is the wrong line of thinking.
Consider shifting your mindset to:
Who is my ideal client, what’s their core issue, and how can I address them specifically to differentiate myself so they trust you to solve their issue?
To learn how to shift your approach to a trusted authority-centric model, order your complimentary book and consultation below.
Related: Email: Where Your Sale Goes To Die
Get your Free copy of Ari’s best-selling book "Trust In A Split Second!" here and you’ll also receive a Complimentary Sales and Lead Generation Consultation (value $995.00). Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net-worth new client acquisition expert for financial advisors. His latest book, “Trust In A Split Second!” has become an instant best-seller among financial advisors worldwide.