Understanding Your Ideal Client's Driving Motivations Better Than They Do

Delivery of this program consists of slides, a verbal presentation and a worksheet. The slides and worksheet are attached. For the presentation I go through the first 11 slides setting up the importance of understanding the path that their clients take to choose them as their financial advisor and why they need to understand what a client gets out of working with them beyond the basic financial plan delivery or management of assets. I share cornerstones of our framework like the Growth Triad and Client Value Journey. Then I share why we do this exercise, which is to clarify who the advisor serves, what value they deliver, and to recognize the different needs of different types of clients. Setting up the exercise requires about 10 minutes. In the exercise we document the advisor’s understanding of their client’s wants, aspirations, fears and frustrations as well as key purchase drivers. In this exercise we will dive deeply into one ideal client profile. The exercise requires at least 30 minutes and are slides 12-29. After the exercise we explore how and where to leverage their findings. I discuss some of the implications that they can learn from their canvas and ways to use the canvas. I then use our Client Value Journey framework to highlight different stages of the client journey and how this affects client needs so the advisor has a clear understanding of what a client might expect at each stage of the journey. We then discuss how to create a consistent style, tone and digital scent using their exercise results. This portion of the presentation requires 15 minutes and are slides 30-39. Extra credit exercise: Write a letter to their Ideal Client explaining how they address the client’s the different concerns and wants to cement and internalize their findings. Slide 40. Five minutes remaining for Q&A or for posting questions on the lesson. Slide 41. After the presentation their completed worksheet is used to evaluate their participation in the exercise. We won't let participants stop at just knowing the demographics of their ideal client. We will dive further into the best traits of their best clients by getting into the psychographics and driving motivations of your ideal clients. What are their fears? What are their frustrations? What do they really want out of their relationship with you that isn't listed in the quarterly reports? What will they hear from you that they aren't hearing from the other advisors they are considering hiring? When an advisor has a formally documented ideal client avatar they have a powerful tool. It can be used to help them know what to say for their own writing or ensure that their staff has the proper documentation to effectively reflect the vision and purpose of the advisor’s firm. This session sets an important cornerstone for an advisor’s business culture that is in-line with their values and calibrates their team and their processes. Approved previouslyu as program 332659