How will prospects learn about you?

Wouldn’t it be great if more prospects came to you? By understanding how clients find financial advisors, you may discover marketing ideas that you’ve overlooked.

When financial advisors asked, “How did you find out about me or choose me?” clients gave a variety of answers. I’ve compiled 11 of them. You already may do some of these, but there may be others you might want to try.

  1. Searched online. It’s how many people find financial advisors. Make sure to search yourself to see if your name and practice come up on the first page of results. Few people look beyond that first page. So see if you’re there, and who else is as well.
  2. Visited your website. Maybe they were previously a prospect. They might get your newsletter or saw your ad, which brought them to your website. Does your website tell a compelling story about what you do? Does it encourage visitors to take action?
  3. Asked a friend. They’re a referral, which is the traditional route. They ask your client, “I’ve got some questions about insurance. Who should I call?” and your client volunteers your name. It’s logical to expect clients to know what you do, but what about your friends? Do they know how you help people?
  4. Know you by reputation. Sometimes prospects may not approach you because they assume their amount of business would be too small, based on what they heard from your clients. You can’t talk about your clients, but they can talk about you.
  5. Asked within the organizations where they volunteer. They belong to a local nonprofit, such as a service club or their religious organization. People like doing business with others who share the same interests, beliefs or values. Do other members of the organizations you belong to know what you do?
  6. Saw your ad. Try your local newspapers, but also expand your thinking. There are ads on shopping carts, bus shelters, benches and social media. This positions your name and business in prospects’ minds.
  7. Pass your office frequently. You have a storefront on Main Street. Maybe it’s a building with a big sign along a highly trafficked road. They know what your firm does, so it’s convenient to walk in and ask for help.
  8. Met through school alumni. Lots of people like the idea of doing business with fellow alums. Do they know what you do?
  9. Belong to the chamber of commerce. These were the first networking groups. The objectives are to bring business people together while also doing good. The old expression is “You get out what you put in.” Are you a member? Are you involved? They usually have a member directory that’s available to the public on their website.
  10. Asked their accountant. These are often the first people who get a call when there’s a financial question, such as “I need to buy insurance. Whom should I talk to?” To play it safe, a good accountant will suggest a few names and leave the choice up to their client. Does your own accountant have a few of your business cards?
  11. Won an award. Local newspapers and magazines run “people’s choice” competitions where people vote for their favorite businesses. Winners are publicized. These firms often hang a banner or plaque outside, announcing the news. Who runs these competitions in your area? You might talk with a local public relations firm to find out.

People might come to you for many reasons. It’s worth your time to look at the likely channels where your clients may find you.

Bryce Sanders is president of Perceptive Business Solutions Inc. His book Captivating the Wealthy Investor is available on Amazon.

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