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Explain What You Do So People Will Immediately Want to Work With You

When you meet a prospective client, are you able to introduce yourself so that they immediately want to work with you? If you know how to speak their language, you’ll be able to clearly communicate what you do so that they can understand.

When I say “language,” I’m not talking about their native tongue—I mean the language of results.

If you can craft an introduction that’s focused on the results that your prospects are looking for, you’ll be able to get people interested in what you do.

When I first started as an adviser, I’d usually just tell people that I’m a financial planner. I quickly found out that it wasn’t the best way to introduce myself if I wanted to get people interested in what I do. The reason why this didn’t work was because so many people hear the term financial planner and their guard immediately goes up.

As I figured this out I’d then try to explain in more detail and ended up just getting confused looks. But once I learned how to speak the language of results, I was able to become more compelling and get more people interested in how I help people.

When you’re able to do this you’ll be able to introduce yourself in a way that’s compelling and People will begin to become very interested in what you have to offer. Remember these two things:

1.) Be Specific. Don’t worry about excluding people. If you have multiple “types” of people that you help, you have the advantage of tailoring your answer to the person you’re talking to. You’ll see what I mean in a minute.

2.) Focus on Results. When you meet someone for the first time, they don’t really care about your services, your process or your credentials. If you want to hook people and get them interested in you, you have to focus on how you help people. What are the problems you solve for people?

Ways to Introduce Yourself

There are two great ways to explain what you do. Both are non-salesy and will clearly communicate how you help people.

Way No. 1. This is where you give a two-sentence answer that communicates the problem, the solution and the reward.

Communicate the problem first. You don’t want to start the conversation with what you do. You want to start it by focusing on them and the thing they are thinking most about. What problem does your ideal prospect have? What pain is causing them to seek out an adviser?

Then communicate the solution. Ask yourself, “What do you do that solves that problem?” and “How do you make the pain go away?”

Finally, communicate the reward. Ask yourself, “What’s their life like after your solution?” and “What are the good feelings they’ll experience after working with you?”

Here are some examples of things to say:

“Most people don’t feel 100 percent confident about their financial future. We give them a road map so they know exactly where they’re going and so they can make the right decisions along the way.”

“As a lot of people get close to retirement they’re not sure if they’re making the right decisions. We take them through a three-step process to help them get clear on their financial future.”

Way No. 2. This is a one-sentence introduction that takes fewer than 10 seconds and will communicate three things: what you do, who you help and how you help them.

Here’s the script: “I’m a financial planner and I help (specific person) (with a problem) by (solution). Here are a few more specific examples:

“I’m a financial planner and I help people who are five years out from retirement create a plan they can feel good about.”

“I’m a financial planner and I help retirees who want to leave a legacy create a plan to efficiently pass on not only their assets and their wisdom to future generations.”

“I’m a financial planner and I help busy professionals who want to make good financial decisions by giving them a one-page financial plan.”

What’s Next?

Write down your own version of how you would introduce yourself to the next prospective client you meet.

To learn more about how to explain what you do so people will immediately want to work with you, sign up for this online mini-course.

dave-zoller
Dave Zoller, CFP®, is a financial planner who teaches other financial planners how to grow their practice so that they can help more clients. He runs Streamline My Practice, a consulting company for advisers.