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Mar 29 2021

Visibility equals credibility and clients

Find more clients when you amp up your visibility as a financial advisor with these simple-to-follow ideas.

By Bryce Sanders

Topics Covered

Prospecting

You work in a competitive profession where there are many other financial advisors recommending similar products. Yet when people have concerns, they want to go to someone they know. They don’t want just anyone. In other words, visibility equals credibility. You want to be the first name that comes to people’s minds. 

Here are a few ideas to amp up your visibility levels and send more clients your way: 

1. Get the word out. Everyone needs to know who you are, what you do and why you are good. One of the simplest ways is taking time to learn about everyone you know. This includes who they are, what they do and where they work. 

2. Share anonymous success stories. Suppose a stranger asked one of your friends, “What does that guy do?” They might say, “He sells insurance.” That answer puts you into a category you don’t want to be in. To avoid this, share success stories with your friends that highlight concepts of how you help clients do the following: 

  • Plan for a comfortable retirement 
  • Build savings 
  • Provide lifetime income 

You can’t expect others to think up answers like that. You need to “drip” on them with anonymous stories about how you help people. When they ask, “How’s business?” you should hear, “How have you helped someone today?” 

3. Be a resource. Those anonymous stories should also include how you helped people avoid bad decisions. When your friends hear their friend say, “I’m pulling money out of my retirement account to pay for a vacation,” they should remember you told a similar story of why this is a bad idea and recommend they speak to you. 

4. Social media presence. Regularly post articles and items that position you as a subject matter expert on insurance or financial planning. Acknowledge “likes” and respond to comments. This helps raise your profile. 

5. Use business cards. They still have value, and people save them. They’re also a great way to exchange other information. For example, you’re chatting with someone you meet at an event, and they're really interested in the wine store you mentioned. Write the name and location on the back of your business card. Cards have staying power. 

6. Can you get your name in print? For example, some real estate agents pay to have their names on supermarket shopping carts. Flip to the back of the weekly bulletin at your religious institution. You will likely see real estate agents, plumbers, lawyers and accountants. Is there a financial advisor listed? 

7. Become active in the community. I think this is key. Join several community organizations. Go to meetings and events. Many are low cost. Make it your mission to meet six new people every time you go out. You will get to know a lot of people. 

8. You can be a walking billboard. Wear a T-shirt branded with your company logo. You can put your logo on hats, umbrellas, jackets and so forth. However, wear only one logoed item at a time. 

9. Smile. You don’t want to have a reputation for being crabby or unpleasant. People gravitate toward those who dress well, smile and are upbeat. 

Your visibility will lead to more credibility, which will lead to more clients. 

Bryce Sanders is president of Perceptive Business Solutions Inc. His book, Captivating the Wealthy Investor, can be found on Amazon.