Positioning Powers Elite Performance
Sales & Marketing for Professional Services & Sales Tips & Strategic Issues

Positioning Powers Elite Performance

January 27, 2013

by Tony Vidler

Targeting!The elite performing financial advisers are substantially better at positioning themselves than average advisers are.

Nothing  new in that perhaps…but there is evidence that they are getting 2.5 X MORE business from new clients than average advisers.  And to really highlight the performance difference they are getting vastly higher business levels from one-third less new clients than the average adviser.

The difference in performance – doing vastly better at acquiring new business from far less people – is attributable to the difference in marketing activities.

Elite advisers are targeting the right clients, and then spending the majority of their marketing resources on networking and connecting with the right people. But there are a few other things they are doing better than the average adviser also.

Here are the BIG differences in what the elite advisers do:

  • They have clear goals and objectives.
  • Their value proposition is clear, and they promote it effectively across all client communications and meetings.
  • Their marketing efforts are focused on their ideal clients.
  • They avoid taking on clients who are not an ideal fit – or who they themselves are not ideal for.
  • They disengage from unprofitable, or poor, client engagements.

So we can summarize to this point by saying that the elite advisers have great clarity about where they are going, how they are going to get there, and where they need to apply their efforts.  Putting that clarity into action is where some real differences emerge though between the elite and the average.

The best performers spend significant effort on their strategic networking, obtaining introductions and referral alliances.  They also appear to use more “intimate” marketing tactics – small client appreciation events and personal entertainment rather than running large seminars and campaigns.  Cold calling on strangers is non-existent in the world of the elite adviser.

High net worth and successful people are far more likely to work with other professionals, and are far more likely to be influenced by trusted word-of-mouth influencers.  Elite advisers therefore spend the majority of their marketing efforts on building those professional networks, strategically positioning for the right introductions with the right people for their target market, and strengthening their referral alliances.

(see earlier post: “Creating a Win-Win is the key to successful networking” http://financialadvisercoach.com/2012/09/20/creating-a-win-win-is-the-key-to-successful-networking/ )

1 plus 1

It is what their target market clients – the more affluent – respond to and trust.  To move into the realms of the elite performers and obtain that exponential performance where 1+1 really does add up to more than 2 it is critical that you are positioned right.

Building a professional referral and centre-of-influence network takes time of course.  But frequent contact and small appreciation events conducted professionally will accelerate the pay-off.

Working only with ideal clients is a result of proper positioning, and that is what powers elite performance.

Reference:  ”Marketing Tactics of Elite Advisers”, by Matt Oeschsli, Cetera Financial Group.

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