We regularly bring together a group of Millennial-age advisers to share insights and discuss issues in the industry that may be affecting them. The most recent one was attended by 25 advisers from various firms and the topic for discussion was writing new business and the challenges of attracting new clients when you can’t meet with them.
The group shared some great tips that were over and above those we’ve featured in “The Insiders’ Guide on How to Grow Your Business During Lockdown”, a free guide that over 300 advisers have already downloaded.
Here are some of the best:
Improving referral rates
Look for a niche you can carve out and specialise in (eg doctors). You can use this as a way to engage with other professionals in the same field.
The obvious professionals to ask are solicitors and accountants but don’t stop there. Business coaches can be a useful source – they know their business clients really well and have intimate knowledge that can help you in addressing the financial planning needs of those they refer to you.
Connect with other professionals who specialise in the same areas as you (eg medical lawyers if your specialism is doctors).
If you’re not a “generalist” adviser, other financial service providers (mortgages / protection) are an obvious area to target.
Use the full extent of your network – don’t be put off if the immediate connection is not your typical client, they might still be a good source of referrals (examples given included a child psychologist & colour specialist).
You need to give the process time to grow. You can’t expect to immediately be successful.
Social media can be a subtle and less ‘sales push’ ways of reminding clients you exist
Keep communication short and to the point.
Social media is based on algorithms so you need to be active over a sustained period in order to have them work in your favour.
Your website is your shop window – it will usually be a prospect’s first interaction with your firm so it’s critical to ensure it doesn’t put them off.
Make your website personal – it should reflect your values and why clients should choose you.
Get feedback from your existing clients – they can provide valuable insights into what appeals to them and what doesn’t.
Build a consistent brand – it should continue through all of your communication channels.
Not every new prospect will be suitable so it is worth building a landing page that allows prospects to self-qualify themselves as your target clients.
Online events can result in more attendees than face to face events because you remove the need to travel and broaden your geographic target area.
Online events can be more efficient, eg it’s easier for clients to post questions during a presentation in a virtual environment.
Don’t be tempted to rely on email, there is no substitute for calling
When you do use email:
Trial the time at which emails are sent, especially if sending emails to clients who work in certain professions. Think about when they might have free time to look at emails
Consider adding your photo to your email signature, this personal touch often results in a higher response rate
Video meetings can have a hidden benefit for some clients: having a screen in between can feel less intrusive and certain clients may open up more. They may also feel more at ease in their home environment