When you can capture the attention of your female clients, especially the wives of your male clients it’s just like having the Midas Touch for a financial advisor. Your conversations and interactions with women turn to gold generating more referrals, more assets and reducing attrition.
It’s not just about maintaining good eye contact (although this is critical) it’s about focusing on questions and issues that are important to her. It’s about consciously incorporating more aspects of your business that are obviously geared for the woman, not just the man. Now don’t worry, focusing on the female client will not cause you to lose your male clients, it won’t happen. In fact the contrary often occurs, most men are highly appreciative of anything you do to get their wives, mothers and daughters more engaged and involved in the financial planning process and this in turn inspires more commitment and loyalty from men.
I realize you can’t transform your business to become more female friendly overnight, but by implementing a few new and effective ideas and strategies to your practice, overtime you will create that golden opportunity that comes from working with women.
Here are three things you can do today that can turn the tide with the women in your book of business and even win over a new female client:
- Ask about their PURPOSE for their money: Too often financial advisors ask a couple “What are your financial goals?” This is male language and a more linear approach to uncovering their objectives. It’s not wrong (at least not when you are talking to men) but when you ask a woman what is the PURPOSE for your money you will get an entirely different response. In my Savvy Women Seminar there is an exercise where the financial advisor asks the women to consider just 3 ways they would spend their money if they had all the money they ever needed. In fact the whole exercise is positioned around the PURPOSE of their money. They love this exercise and always comment on this approach after the presentation. By simply rephrasing a question to appeal to the way women think and feel you will create a whole new more positive experience for both you and your clients.
- Incorporate more female friendly tools; Many advisors (like myself) often provide their high net worth clients a binder for their important documents. But what if that binder focused on helping the female client get more organized? What if that binder was red patent leather immediately appealing to her sense of style and beauty. What message would that send? Women want you to help make their life easier and more organized; a red patent leather binder with organizational tabs inside will have an immediate and lasting impact. The women will appreciate the fact that you are appealing to her sense of style and aesthetics while recognizing her desire to stay organized. You can find some great patent leather binders at www.JenniBick.com.
- Always detail out the process and next steps of any transaction or strategy. NEVER assume your clients or prospects know what will happen next, women in particular love to plan ahead and when they don’t know what will happen next or what they should expect they get more anxious. When you are trying to get the woman to become your client it’s absolutely essential that you provide the woman a timeline, step by step plan detailing out what is happening with her money. Many financial advisors incorporate my Thematic Wealth Process, this is a process that both men and women love but women really appreciate. It is designed to help the financial advisor be proactive in nature incorporating thought provoking and purposeful conversations that enhances both the woman’s’ confidence in your desire to help her as well as easing her worry’s and concerns. Whether you use my process or one of your own the key message is to understand why your process is SO important to the woman, enhancing communication and loyalty.
Join me for my Keys to the Ladies Room Live event and begin transforming your practice to attract more women and triple your referrals.