For a while now, I’ve helped advisors and financial professionals develop their “story,” or their value proposition, and then helped them incorporate it into a marketing plan and their everyday practice. It’s a privilege listening to someone’s story and I really enjoy doing it – absorbing a heap of information, understanding the challenges, and then creating a plan that addresses their challenges and takes their story to the next level. But as much as I enjoy the process, a couple of years ago I learned an important lesson about getting too comfortable.
I had gotten to the point that I felt like I’d done so many advisor and financial professional consultations, that I was in a groove – listen, learn, create, repeat. I assumed I could simply listen for a few key words, review some of their existing material and slap a plan together.
One day, I dialed into a call with an advisor and shared what I considered a great plan. His response? “This isn’t what I was looking for at all.”
But you know what they say about assuming… Read more