I network with a lot of professionals so I hear a lot of lackluster introductions. I always ask, "Why do your Best Clients select you?"
Rob is a financial advisor. He told me clients select him because of his 27 years in the business.
I told him I didn't think so.
After asking Rob a few more questions he realized I wasn't being a jerk. He realized I was right.
It dawned on him clients are attracted to how he navigates market ups and downs. In 27 years he's seen several business cycles. He's seen it all.
Existing clients know this. Rob struggled to get new clients because Rob didn't communicate how his 27 years would benefit them at various points in the economic cycle.
Take a lesson from Rob. When I meet you, I don't want to know What You Do. I want to know How You Can Help Others in My Network.
When you stop talking about what you do and instead speak to what your clients can do because of what you do, you attract better clients and it's more fun. It doesn't feel like selling.
You can also replicate your success across others in your firm.
Examples are a great teaching tool.
