As a financial advisor, your goal is to appear well-informed and competent. Both are attributes anyone would want to see in the person who’s going to help them manage their finances. Unfortunately, appearing competent and well-informed in marketing materials can present as stiff or uncaring. People may believe that you can help them meet their financial goals, but they won’t trust you to see them through a crisis. In order for people to trust you when the market takes a dive, you have to be human. They have to know that you understand and empathize with what they feel during a down market. You can’t always relate to what your clients experience, but you can make them feel supported.
One of the easiest ways to be more human is to get rid of your old, dull, portrait studio photos. There was a time when anything other than a professional photo of you wearing business clothing wasn’t done. You don’t live in that time, and the packages photographers are offering proves it. There are still head shots, but they’re offering personality shots as well. They know that people are moving away from the stiffness that’s been the standard. If you happen to love your current head shot that’s okay, but be sure it’s not the only photo you’re using.
While there’s a heavy focus on bringing in new business, it’s important not to forget about your existing clients. The client worrying about retirement today, might worry about college for their kids in a year or two. You’ll only know that if you take the time to know them and let them get to know you. Building real and lasting relationships isn’t complicated. You can set up casual meetings for coffee, treat them to lunch, or go further and hold family oriented events. What matters most is that your clients see that you care about more than their money.
Business is always going to matter, but it’s not the only thing that matters. Allow clients to see you as a person outside of the context of your role as a financial advisor. It may mean the difference between losing business and growing your business during a crisis.
For more ways to grow your business, download our free checklist 10 Things to Grow Your Financial Advisor Practice.