Dear Diary…It’s all Greek to me

Knowing how to connect and speak with your female clients is CRITICAL to your success. It’s not about you it’s about them and how they can relate to what you say.

Dear Diary,

John and I decided to work with this new financial advisor, while I didn’t like him much John did and isn’t that what is important?  If he is happy I’m happy at least that’s what my mother always told me. I just want to make sure we save money and can send the kids to college when the time comes. Feeling resigned……………

Dear Diary,

I’m feeling so stupid.  We just met with our financial advisor but I felt like the advisor was speaking Greek.  I took an economics course in college but that was years ago. He kept showing us all these technical graphs and charts and kept talking about our risk reward ratio, huh?  And what is all that about alpha and beta? The only alpha and beta’s I know were from my college sorority days.  Ughhh I know this is important but the process makes me feel so stupid, am I really that dense? And to be honest I’m not sure John understood everything either but of course he would never admit that (heck he won’t even ask for directions).  I think John was more impressed with his fancy suit and athletic accomplishments.  Well as long as I see we are saving and building I’m OK and heck John is happy, I mean he should be all they do is talk about sports and go to lunch from time to time. Feeling detached……

Key Points

 

1.  Learn their Language; When talking about what you do and how you make investment decisions learn how to speak in the language of your client.  Be able to describe your investment process without giving a dissertation.  They shouldn’t need an economics lesson to understand what you plan to accomplish for them.  Use analogies and descriptive words that are not commonly used in the financial services industry but are more common in their every day conversations.  While many financial advisors refer to sports analogies to clarify a point, this can be a deadly choice when speaking with a woman.

2.  Be Balanced with your Accomplishments: While posting athletic achievement and industry related awards are important be sure and balance those with more personal achievements such as family, church, friends aspects of your lives that most women would appreciate, admire and be able to relate to.

3.  Measure their knowledge: While you don’t want to speak over their heads you also don’t want to insult your prospects.  Early on ask them to rate their level of knowledge when it comes to investing on a scale of 1-10;  1 being they know next to nothing, 10 being they are an expert, this allows both parties to give you a general understanding without having to officially “ask for directions”.  This will also give you a clear understanding as to how detailed you really need to be, they can always ask questions after but don’t baffle them or you will lose them.

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