Let’s address myth number two (see myth one) which prevents advisors from capitalizing on a female focused practice.
Can a male advisor compete in this female space? (female advisors be ready).
Well the answer is, both male and female advisers can compete in this space equally.
As a male or female advisor you must be able to connect with women in a way that is contrary to the way you have been taught in the financial industry. The reality is the method, approach and the way you have been taught to present financial services to women stinks. And it’s hurting you, not helping you.
Let me give you a great example. I worked with an Estate Planning Attorney in South Dakota. And just after completing my process – within 2 weeks, he was hosting three estate planning events coordinated by a direct marketing firm. Trusting my process and his new female friend approach he started the event with his story “Why Women”. In fact, he told the men,” I want to hear from the women”. He even showed the women a roll of duct tape to put over their husband’s mouths – which made everybody roar with laughter.
What did he do? He gave women a voice. And the beautiful thing is – the men loved it too! His closing ratio and his ability to get appointments was 90%. He has never had such a high appointment ratio. The point is, anybody can learn how to really create a powerful practice focused on the women’s market.
In just the second lesson of the MWA process, we create your story. Your story focused on “Why you care about women.” Your story will become your most valuable marketing tool. I don’t care whether you’re networking, talking to COI’s, in a one-on-one meeting or even emailing it out, your story is powerful. Once advisors begin to share their story I get an email from them that says “it works! in fact for the first time I got a response from my email!”