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Imagine this! Tomorrow, you’re going to be interviewed on a show that everyone in your niche market watches. You’ll get a chance to talk about yourself and your practice.
You think to yourself, “My phone is going to be ringing off the hook with new clients!”
As the interview begins, you’re given a flattering introduction. It’s as if you wrote the words yourself.
And now, cameras rolling, the reporter asks her first question, “Mr. Advisor, I’m impressed by your credentials. But sometimes it’s difficult to understand the differing roles of financial advisors. Please take 20 or 30 seconds and tell the audience what you do.”
In the split second following the question, you think to yourself, “Wow, that’s an easy question. I can really impress this audience filled with my potential clients.”
Unfortunately, the next thing you remember is your face turning blood red. You hope the makeup they made you wear for the interview will hide your embarrassment.
You blew it…
The self-introduction (commonly referred to as an elevator statement or a Unique Selling Proposition) you told yourself you’d “get to someday” wasn’t on the tip of your tongue. You stammered through a series of buzzwords and industry jargon that would have been appropriate for about a zillion advisors.
Do you get the picture?
I hope I’m not talking about you in this dramatization, but if I am, please don’t feel alone…most advisors have been in this situation before.
In fact, I notice this same routine over and over again both inside and outside our industry — in personal introductions, speeches, seminars, and interviews.
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Why Is A Self-Introduction So Tough?
After all, all it really takes is a little preparation and practice. Often it's due to not having a clear Unique Selling Proposition (USP) that they can reel off with ease.
Many advisors continually place this “chore” at the bottom of their “to do” lists, only to be reminded of its importance when they invariably miss an opportunity to put it to good use.
Now, don’t get me wrong, blowing a self-introduction is rarely fatal. It may ruin a first-impression, but with time and the right audience it can be overcome. But, why waste the time or take a chance?
So, you might be thinking, how does this specifically apply to me as a financial advisor?
It’s simple.
When someone asks you to describe your vision or, more commonly, what you do, they might be a potential client of your practice or someone who could make referrals. You should be able to respond with compelling clarity and without hesitation.
Clarity Over Slickness
Your response doesn’t need to be slick or filled with catchy sales language, but it should cause the inquisitor to pause and think about how they might interact with you on a business level. They should come away with a basic understanding of your unique value – who you are, what you do and why someone would do business with you.
Of course, they won’t have a comprehensive understanding of your practice, but they’ll probably say or think, “Wow, I’d like to learn more.” This sets the stage for future contacts and interactions whether they’re planned or unplanned.
As an advisor, have you been on the wrong side of similar scenarios?
I can help with a quick USP strategy sessions…no cost or obligation.
It’s a chance to brainstorm.