In 2027, the Million Dollar Round Table will celebrate its 100th anniversary. Your company has a history too.
Being associated with longevity — whether it’s MDRT, your own business or the company you represent — can create marketing opportunities and build trust. Here are a few ways that may work for you:
- How many years in business? Longevity is an advantage. An organization that has been in business for decades has weathered several economic cycles, which speaks to their financial strength. A younger company cannot make that claim.
- How many awards has it won, and for how many years? People respect third-party affirmation. You can say your practice is the best, but recognition from respected publications carries more weight. Third-party recognition speaks to impartiality. If you’re recognized year after year, it speaks to consistent excellence. Your office is a steady performer, delivering year after year.
- How many years in your area? This is important because it shows commitment to the local market. You are committed to the local community.
- Is your company the only major one in the market? You might assume all the “majors” in your profession have a presence in your market. This might not be true. Who are your major national competitors, and do they all have local offices? Of those few, who was here first? Some markets are overlooked by major firms.
- Do you have access to expertise around the world? It makes sense to highlight your firm’s local presence, but that’s not the whole story. If your clients travel or work abroad, what happens when they have a financial problem in another country? Can they walk into another office of your company? Can they call you, their financial advisor back home, knowing you have access to a worldwide network of advisors?
- How many years have you been in business? If you have been with the same organization, it also speaks to loyalty. You may work with the children of some of your original clients. You are committed to your clients.
- Do you have a succession plan? If you are older, your clients and prospects wonder when you will retire. If you are bringing in the next generation or building a team, let them know. You’re designing your practice to have longevity, even after you are no longer in the picture. When your prospect becomes a client, they have a long-term home in your care.
MDRT will turn 100 in 2027. That is a reason to celebrate. It’s also a reminder of the advantages conveyed by longevity that can set you apart from the competition.
Bryce Sanders is president of Perceptive Business Solutions Inc. His book, “Captivating the Wealthy Investor,” is available on Amazon.
For more about the value of longevity, read
- “Honoring 100 years for MDRT”
- “What gets measured gets included in the valuation” (MDRT member-exclusive content)
