A One-on-One Presentation that Women Adore
Building immediate trust with a woman is the key to building a highly productive and mutually successful client relationship.
The foundation to that relationship begins in your very first meeting. Whether she was a participant from your event, a referral from friend or client or perhaps you met her while networking, during that first meeting she needs to know you care about her, she wants to understand WHY you do what you do and you must be able to validate your commitment to helping her as a woman.
Financial advisors are notorious for sharing one-on-one presentations that are filled with stodgy language, technical verbiage, lots of statistics (boring) content that is often salesy and self-promoting, all characteristics that turn women off.
And if we are being totally honest most men find these presentations less than appealing as well (excluding engineers).
So how do you share with a woman what you do without drowning her in details?
How do you present your practice in a way that truly moves the relationship forward? How do you present your investment philosophy and approach in a way that provides clarity not confusion?
As with any new client appointment 75% of the meeting must be about them.
It’s not just about uncovering what they have but more about who they are. While most men might come to the meeting with clear financial goals, looking for specific information a woman comes to the meeting unclear as to what the end result will be. In many cases her motivation is more about how she feels and is looking to you to help her identify her issues and goals all of which must be based on her purpose in life.
A successful presentation for a potential female client needs to be personal, it needs to be authentic, it must speak her language and provide the bigger picture as to WHY you do the things that you do.
She needs to first understand your motivations, next she needs to feel that you are both on the same page and share similar philosophies and principles. Lastly, she needs to understand what is next with a clearly articulated process and what you need from her to move forward.
Your one-on-one presentation is not about educating her but about enhancing your message.
Each page of your presentation must be meaningful yet not overwhelming emphasizing the essence of who you are, what you do and your value.
Example of a One-on-One Presentation for Women that Inspires Action:
1. Title page: It’s important that the title page is clean and simple, with a female friendly look and feel. Establish a color scheme that is soft, warm and aesthetically appealing to a woman. Incorporate your “tagline” that exemplifies what you want to accomplish when working with women.
2. Your Story – Why women: Sharing your story is CRITICAL to earning her respect and appreciation for what you do. DO NOT type your story on the page but simply enhance your story with real pictures that brings your personal story to life.
3. Your Mission: Your mission is simply an extension of your story and in most cases it is the last paragraph in your story, it’s important that they see your mission in writing but keep it SHORT.
4. Common Issues: By focusing on your tribal market you can now verbally share your compelling message which leads to the 3 most common concerns of women you help. The verbiage needs to be what women would actually say not professional phrases that sound good but are not real.
5. Your Process: Based on your compelling intro and three common concerns now you can briefly present your new process for women, while much of what you do is what you have always done we have simply repackaged your “financial plan” and “investment strategy” in a way that appeals to your tribal market of women. The following slides are a breakdown of your 3 step process providing more depth and understanding.
6. Financial Planning: While most of what you do is similar to what you have always done you want to repackage what you do in a way that focuses more on her most common issues and concerns.
7. Investment box (slide 7,8,9): Presenting your Investment approach based on your focus can help create more clarity and understanding from the start.
8. Investment philosophy: Using three well known clichés that represent your personal attitude to investing sends a powerful message with clear understanding eliminating the need for intense education.
9. Investment functions: Understanding what the investments are designed to do for your client is more important to them than what is the actual brand or vehicle (Funds, ETF’s, etc) that you select.
10. Women’s program: This is key and what will set you apart from your peers, whether you plan to host events or simply provide engaging drip marketing specifically designed for women they need to know you have carved out a program that gives women the education they are craving in an environment where they feel comfortable.
11. Next steps: Women are planners, in order to multi-task and manage multiple responsibilities they need to know what is going to be required going forward. Present this with the understanding that women can be easily overwhelmed, make it easy and manageable for her.
Advisors Will Be Extinct in 5 Years Unless…
I’ve had financial advisors for more than 40 years. Not once in those years have I called my advisor to find out what stock/funds I should buy or sell. But I have called to find out where I should get my first mortgage, when to sell my house, or how much income I could get in retirement.
In short -- and I think I’m pretty typical – I was looking for financial advice, as it relates to my life.
Here’s the disconnect, what most advisors do is simply manage their clients’ assets. They determine what to buy, and what to sell, they think about risk management, about growing their practice by finding new clients and about getting paid.
Historically that has been the business model. But as more women take control over financial assets, they, like me, will be looking for a different experience. And unless the financial community is willing to change ….. advisors, as they are today will be extinct in five years.
Advisors who want to survive will have to do a lot more than just manage money – they will have to provide genuine “advice”. That means doing what’s right for the client, not pushing product and pretending it’s advice.
Women especially, but all investors generally, are becoming more and more cynical. They says, “If I want advice about reducing my debt, that’s what I want and not ‘here’s more debt’ because that’s what my advisor gets paid for! And if saving taxes is what I want then saving taxes should take precedent over selling me a product.”
You may be thinking that spending your time providing advice isn’t lucrative but the reality is that in the long run – it pays off in spades. The advisors who take the time to build real relationships with clients, who provide advice as it relates to their clients’ lives, even when there is no immediate financial benefit to themselves, those who don’t simply push product – are the ones who over time have the most successful practices.
Generally women understand and value service, but they will say, “If I’m paying, I want to know what I’m paying for: Is it for returns? Is it for advice? Is it for administration? I want to know. Then I can make up my mind what’s worth it and what isn’t.”
Investing is becoming a commoditized business and technology is replacing research that no one else can find. Today the average advisor is hard pressed to consistently beat the markets, and with women emerging as the client of the future, unless they start providing real advice, their jobs will likely be extinct in five years.
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