Two RED FLAGS that Slow Business Growth
October 19, 2017
Business growth is not just about competency, it’s about being able to articulate what you do and why you do it in a way that is clear, compelling and repeatable. There are two red flags that quickly indicate the marketing aspect of your business is holding you back. Before I even begin my coaching process I ask every advisor “Why should I do business with you?” they all struggle to define their value much less articulate it in a way that intrigues me to want to learn more. In fact their first response is often “I know I need to get better at this.” If you can’t truly share what you do quickly in a way that is authentically appealing how can your clients share what you do with their family, friends and potential referrals? I then ask “Why do you want to focus on women?” and even then their answer lacks substance and clarity. These were not brand-new advisors, if they were I could be a bit more accepting of their lack of clarity. Most of my clients are seasoned vets who each had more than 10 years of experience and a well-established practice. If I was having trouble understanding what they do, how the heck could their clients understand? And they wonder why they aren’t getting more referrals! But to their credit they knew this was their deficiency and why they signed up to work with me. They all wanted to redefine their business and marketing message focused on the women’s market. Here's exactly what happened for these advisors. . .
- By the end of our work together their confidence was radiating and their marketing message empowering.
- Even before completing the coaching program their enthusiasm for what they do became contagious.
- They finished the program with an authentic story that became their foundation for building trust.
- They had a compelling introductory script that clearly defined who they are, what they do and who they do it for in a way that intrigued even strangers to want to learn more.
- And their marketing strategy was transformed giving them a powerful seminar and drip marketing plan of action.