Financial Advisor Marketing : Credibility Marketing
Recently, I had the pleasure of interviewing Michael Lovas from About People, on credibility and likeability.
In this day, when clients are more nervous than ever, it is critical that financial advisors take the time to build deep relationships with their clients, while also improving their reputation and credibility.
Financial Advisor Marketing: Becoming More Likeable
Becoming more likeable helps us both personally as well as professionally and makes everything easier. When someone likes you they are more likely to refer you and remain your client for life. A simple strategy in becoming more likeable is to focus on common ground versus areas open for debate.
During our interview for the Insurance Selling Summit (for access to the entire interview click this link Summit), Michael dove into the details of building credibility and likeability. His interview provided valuable financial advisor marketing insight to help you thinking about what you can do to grow your business and increase your income by improving your credibility and likeability. People do business with people they like, so take time to include relationship marketing strategies in your financial advisor marketing plan.
Financial Advisor Marketing: Becoming More Credible
Michael began his career with JC Penny Financial Services where he undertook an exhaustive study to determine the secret to building credibility. His passion was to determine how successful people in various businesses became credible. Interestingly, he found that when asked, the top two responses for increasing an advisors credibility was 1- giving presentations and speeches and 2- getting published (white pages, articles, with the ultimate goal to be to publish a book).
Why? Because both venues, speeches and getting published, gives the perception that you must be credible and knowledgeable. The good news is that if you are not knowledgeable today’s sophisticated clients and prospects will figure it out very quickly.
Michael also shared that by writing an article, a white page or even sending a heartfelt personalize card you can improve your credibility, by improving someone’s perception of you. Including presentations and publishing in your financial advisor marketing strategy is something every advisor and consultant can easily incorporate. After listening to his interview, it would be a fair assumption to assume we can’t afford not to include these to strategies in our financial advisor marketing plan.
The importance of including in your financial advisor marketing strategy a plan for strengthening relationships and building credibility can’t be underestimated. This plan must be authentic and real or it will destroy your credibility and your financial advisory or small business will suffer.
Take a few minutes and determine what you need to add to your financial advisor marketing strategy to insure it focuses on increasing your likeability, referrability and credibility. To access the complete interview go to InsuranceSellingSummit.
While it should go without saying, the most important attributes any financial advisor should develop include integrity, values and morals. Understanding this and adding some relationship and credibility building strategies is the perfect mix for all financial advisor marketing strategies.
Great content, thank you.