Peter Bowman was working for a dealer group and wanted to chat to his Financial Advisors about how to market themselves better, but never felt there was enough time. As a result he wrote the book “Service 7”.
In this episode we cover the point in his third chapter – communicating your value and reputation.
Without clients you don’t have a business.
Instead of thinking that you need to sell what you offer, consider that you need to communicate how you can help. If you communicate well you can attract the right kinds of clients to your business.
How can you communicate better? Articulate what you want to be known for instead of what you do. You are not defined by your services but instead on how you help your customers.
To do this spend some time manufacturing some key messages.
Here is where you can start:
- Bring your team together and have a discussion around how your business helps others. Remember, there is no such thing as a bad idea for this part of the exercise so ensure everyone has a chance to share.
- Once you have your ideas written down start narrowing them down to the top 4 or 5 that are most important to your business
- Once you are clear use these messages in your marketing. You will find they will naturally be the reasons why people refer others to you. They are your core values.
For example, instead of describing yourself as an advisor who specialises in superannuation you could be a caring advisor for those going through a divorce.
Overall, think of how you want your clients to talk to their friends about you.
Peter Bowman is the recent author of Service 7, a new book designed to offer simple steps to help professional service providers improve their business. He has worked within his own consultancy, tutored, and lectured at the University of Newcastle, Australia. He has created and implemented frameworks to deliver to his own clients valuable client and business outcomes. He has also worked in professional environments for over a decade for both institutionally owned and independently owned financial services businesses.