The Magic When Leaders Meet Fact-to-Face

The Magic When Leaders Meet Fact-to-Face

For many years I have been partnering with an organization to provide leadership training for many different industries.
 

As with any long-term collaboration, we sometimes disagree or view the customer challenges from different perspectives. If we end up being on opposite pages of thinking, we talk it through to come up with a solution that we both could live with. But recently things started to change. There was a clean sweep of leadership in the organization and before I realized what had happened I started dealing with an entire new group of “names.”

I describe the new leaders as “names” because that is all I had to go on. I had no faces to connect to the “names”. The once close relationship I had enjoyed with this organization seemed to be fading and I became very frustrated.

What was missing here? How could I get to know these new leaders and build a relationship that I once had with this organization?

It then hit me. I needed to meet these new leaders face-to-face for them to see who I was and what made me thrive and for me to get to know what excites them.

It took awhile to set up a date because the new leaders all wanted to meet me. I actually became concerned at one point as they kept changing the meeting day. But when I arrived they all greeted me with smiles and apologized for changing up the date as they all wanted to be available to connect with me face-to-face.

The magic began.

As we sat around a conference table listening intently to what everyone had to share, it became clear that we all cared about each other. They wanted to hear about my experiences with the previous leaders and what I would change. I was thrilled to hear about their new vision and mission. I walked out feeling excited and looking forward to our follow-up plan to involve the other trainers.

What changes when leaders meet face-to-face?
 

WALLS ARE BROKEN DOWN
 

The moment I entered their new facility (and yes they had just moved) I felt a calmness come across me. I no longer had to visualize where they all worked or how professional the new offices were. I was shaking hands with the partners I only knew from our emails and phone calls. What a relief. The tension in our relationship started to melt away. They were all amazing and put me at ease immediately.

REAL EMOTIONS CAN BE SEEN
 

For someone like me who finds it helpful to view people’s facial expressions and body language, there is nothing more important than seeing the non-verbal cues. When emotions are revealed in real time:

  • Leaders can react more appropriately
  • Leaders don’t have to guess or put their own spin on how someone else feels
  • Communication is clearer and more open
  • Honest relationships can be formed
     

AUTHENTIC LEADERSHIP IS REVEALED
 

Before entering into this face-to-face situation, I wondered what these new leaders actually knew about me. I tried to imagine what their leadership skills looked like. When we can’t put a face to an action or decision we sometimes jump to conclusions. And not always positive ones. I could hear from their thoughts and words how committed they were to working together. They were finally real leaders to me.

A FUTURE COLLABORATION CAN EMERGE
 

After spending a few hours sharing and dreaming and laughing, it became clear that we were ready to move full steam ahead with our collaboration. When we could banter back and forth and show each other how valuable we each meant to one another, the future seemed limitless. We were energized to have focus groups with the rest of the trainers and cultivate a true joint venture.

How have face-to-face meetings helped your leadership grow and change?

Terri Klass
Leadership
Twitter Email

Terri founded Terri Klass Consulting over 20 years ago to partner with organizations to create cultures of empowerment and develop future leadership. She delivers hi ... Click for full bio

Capturing the Attention of Millennials: Be Relevant and Digital

Capturing the Attention of Millennials: Be Relevant and Digital

I know Gen Y are stereotyped as being transient, digital natives who are impossible to capture, but that is just the world we live in today. Technology has caused a proliferation of advancements and the financial services industry is (or should be) feeling the pressure. We have seen the rise of the robos, fee compression, virtual advisors, and various regulatory changes, all culminating to challenge financial advisors to find ways to cut through the noise to demonstrate their value.

Developing an effective marketing and lead generation process that’s tailored to millennials is vital for two key reasons:
 

  • It’s the only way you’re ever going to capture their attention
  • It’s the only way your business can remain profitable serving this demographic
     

Let’s be honest; there is a bit of an over-hype and obsession with millennials right now (don’t get me wrong, I’m obviously a fan). Nearly every business is starting to ask itself, “How do we capture this next generation?” And they’re spending tons of time and resources devoted to this one demographic. So think about all the different emails, social media and digital advertising you’re competing with, even beyond just the financial services industry. Whatever you put out there will have to be niche to their needs in order to capture their attention – and will have to feel authentic if you want to build enough trust to get them to engage.

As you begin to assess your ability (or desire) to serve younger investors, the question about profitability will inevitably come up. The traditional marketing advisors do today for their HNW investors is just not an effective or profitable way to target millennials. No COIs, business networking, client events, newsletters – that takes up way too much of your time. Instead, you should take a more scalable approach using digital marketing and messaging that actually resonates with your intended target market. Serving millennials should not be a loss leader; that’s exactly why segmenting and tailoring your marketing will be vital with this demographic.

Bringing it back to our friends Marg, Chip and Drew
 

In order to assess what type of marketing will effectively capture the attention of our three millennial personas, we need to answer these questions:

  1. What are their aspirations?
  2. What are their problems?
  3. When is the best time (in their lives) to capture their attention?

millennial

Marg seems to be more reactive and short-sighted, only seeking advice when there’s a triggering event causing her stress. Chip and Drew tend to have relatively similar characteristics, which you’ll notice quite a bit throughout our research. Aside from income, assets and debt levels, Chip and Drew tend to have the same needs and preferences. This means that you can take a relatively similar marketing approach in terms of messaging, but you’ll need a slightly different approach for each party later on, when we get into fees and service models.

Chip and Drew tend to be a little more financially mature than Marg; they look at longer-term goals and aspirations. The only exception would be that, when it comes to how these three define financial success, they all answered, “Having enough savings to retire when I want” as their top choice.

With the goal of tailoring your marketing messaging and approach to effectively engage these different segments, here are our recommended approaches.

Marketing to Marg
 

Topical blog posts and social media are the way to go. Even though Marg might not be ready for or in need of your professional advice quite yet, you can still find scalable, automated ways to prospect her (with the long-term goal of eventually capturing her once she becomes more like Chip and Drew). The key is to identify those triggers that cause Marg to seek help and find a way to insert yourself into the picture through digital marketing.

Writing a blog with topical posts that address key questions or issues that Marg might Google or research in her time of need is a great starting point. Think of blog titles like: A 5-Step Guide to Building a Budget, What to Do When You Have Credit Card Debt, and How to Improve Your Credit Score. Even though blogging might feel like it takes a lot of initial effort putting together the content, once it’s written, it can be leveraged in so many ways that you can actually realize a return on that investment of your time.

One blog post can be broken down into 10-20 different social media posts, posted on many different social media platforms (Twitter, Facebook, Instagram, etc.), and can be used for months after the blog goes live. And, over time, that content will accumulate and improve your website’s visibility in search engines (that’s search engine optimization) to increase visitors and visits from people like Marg.

Marketing to Chip and Drew
 

Build a targeted marketing campaign focused on life event planning. Retirement is still a very important issue when it comes to emerging wealth prospects like Chip and Drew. Not only do they define financial success as the ability to retire when they want, they also cite retirement planning as the top financial issue they want more help with. However, big life events are the key trigger for Chip and Drew to take action on their finances. And so the key to capturing these millennials is by striking at the peak of their interest – when these life events happen.

But before you can market messaging and content specifically focused on life events like marriage, first-home purchase, first child, and change of career, you have to first address any potential branding issues. If you’re serious about wanting to engage this group, your brand and website cannot be hyper-focused on traditional financial advisor themes like retirement, investing and wealth management. Expand your current brand or create a separate brand geared to this demographic that focuses on financial planning for life events (which can still include retirement as one key component). Then build topical messaging and content that plays to each life event, like “3 Financial Musts After Having Your First Child.”

If you’re fully committed, you could even take it a step further by implementing marketing that specifically targets millennials going through specific life events. For example, you could pay to promote social media posts or ads that only target millennials between the ages of 28-30, the average age most millennials are getting married . Maybe you purchase ads on blogs or other websites like The Knot for newlyweds or The Bump for new parents. You could also identify social influencers who blog or speak about life events and other topics affecting your target market and look for cross-promotional opportunities. The more targeted your marketing and content, the more likely you are to cut through the noise and capture millennial attention.

This brings me to a key point
 

Marg, Chip and Drew are not niches; they are merely personas representing 3 key segments within the millennial cohort. However, niche marketing is a very powerful tool that should not be overlooked when discussing effective ways to market to Gen Y. The more niche your content and targeted your advertising approach, the more effective your marketing will become in grabbing their attention. Case in point: A 33-year-old dentist is much more likely to click on something titled “Dos and Don’ts of Tackling Debt from Dentistry School” than a generic title like “Dos and Don’ts of Tackling Student Loans.” You want millennials to feel your content to is talking specifically to them – and that you’re a resource who understands the needs and issues of people just like them.

To those advisors who still aren’t really interested in serving millennials, but are using this series as an opportunity to review industry trends – this niche thing is not just for millennials; it can be an effective marketing tactic to use with all generations of all ages. There are so many changes going on right now in financial services that can confusion among investors and muddle your value proposition as a financial advisor. Recent technical innovation has caused a proliferation of many different business models in our industry. You’ve always competed with DIY platforms, but now (whether you like it or not), you’re being compared to robo and virtual advisors who likely spend a lot more on digital marketing and targeting than your traditional advisor. That’s why niche marketing can play a key role in helping you to cut through this noise and grab the attention of potential prospects (no matter what age they might be).

To learn more about outsourced services that help you grow - saving you time, increasing profitability, and differentiating you from your competition visit the SEI Advisr Network here.

Missy Pohlig
Insights
Twitter Email

Missy Pohlig is the millennial contributor for SEI's Practically Speaking and also serves as Program Manager for the Solutions Team in the SEI Advisor Network, helpi ... Click for full bio