It’s time we gave men some credit where credit is due and I’m not just talking to women. Just about every advisor (male or female) who works with me to create a more female friendly practice is afraid to take it too far in fear of alienating the men, yet in most cases the opposite occurs. When you redesign your practice to appeal to women you inspire more interest from men.
Here are 3 compelling reasons why focusing on women attracts more men to your practice:
When they learn you have created a whole business model to inspire and encourage women to become more engaged they are all for it, in fact this instantly differentiates you from most all the advisors in your area (and probably even their current advisor).
Here is a true example:
“Just had my appointment with a male prospect he only had about 20 minutes to speak. First thing he wanted to know about my fees. Then I began to share our compelling intro, my personal story, and our women’s program and next thing he said was ” My wife would love that and that was worth the $10,000 fee alone!”
– George Arky, Wealth Advisor
2. Men are tired of being prospected too but expect that they will be the target of your conversation. Instead of trying to woo him you begin to share your desire and focus on women which peaks his interest and his defenses drop. This is when he really begins to listen to what you have to say, and as a result he will remember who you are and what you do. It doesn’t matter how you are remembered but that you ARE remembered.
3. Men give referrals as well. When you are sharing your practice and focus on women who do you think the man is thinking about? His mother, sister, wife, daughter, friend, his brain is automatically thinking about women he knows who need what you do. After sharing your compelling message you will often hear men say “You need to speak to my Mother/Sister/Neighbor”. This same process works beautifully when speaking with centers of influence.
When you focus on women and convert your practice to become more female centric you attract more men, appeal to more women and inspire way more referrals than ever before. In my practice as an advisor while my focus was clearly the women of wealth in Newport Beach California, 70% of my clients were men!
Photo credit © Depositphotos.com/ @timbrk