If you’re concerned that by focusing on the women’s market, you will turn your clients off and deny yourself other prospecting opportunities, you couldn’t be further from the truth.
Let me tell you my story. When I was a financial advisor in Newport Beach, CA I intentionally focused on the women’s market to build my practice. It didn’t matter who I was speaking to I shared my focus on women and my best referral sources were men.
I remember cold calling, Mr. Solomon on the phone, and even on a cold call I said, “To be honest with you Mr. Solomon, my true passion is working with women.” All of a sudden, he knows I’m not prospecting him. He’s opened himself up, he’s receptive, he’s listening. Next thing you know, he refers three women to me totaling close to 2 million in new assets. Eventually, Mr. Solomon became my client as well.
Another man, Mr. Killian, he was an attorney and a trustee for many wealthy women. Once he learned my story, he knew that I was the advisor, not only for him, but for all the women where he was a trustee. Needless to say, this amounted to millions as well.
Contrary to what most advisors believe, instead of turning off the men or denying themselves new opportunities, once my advisors launch their female friendly process they often tell me they suddenly begin attracting more men!
Thinking you will lose opportunities is a very common myth for female financial advisors to overcome.