The room is filled with 20 fabulous women who are all fully engaged in your presentation. You realize there are only a handful of women in the room that have the assets you need to warrant your time, energy and value, but you certainly don’t want to shun the others or make them feel unappreciated .
But how do you encourage those with money to set an appointment without getting over committed by those who simply haven’t saved?
There are many factors at play in this situation and how you manage it can have a big impact on not just getting new business but inspiring more referrals . And if you don’t manage this properly it could totally derail all your efforts and stop you in your tracks.
The secret is learning how to articulate the level of assets you manage (your ideal client) while still being inclusive to all the women in the room. Lets face it, when women love you and really value your message whether they have money or not they will speak your praises to everyone they meet and that’s how referrals take off. So while not everyone is “qualified with assets” to work with you a little effort on your part can go a long way.
Megan and Mary Howard from RW Baird have successfully traversed this tricky path turning their events for women into their most successful business building tool. 80% of all their new business comes as a result of their events. So how do they do it?
At this stage after years of hosting events consistently they have learned that to push women hard to set an appointment is detrimental to getting the results they want. Their approach is quite simple, whether the women are qualified or not they offer the opportunity to meet for coffee, it’s easy, no pressure and something Mary and Megan are comfortable doing. Mary and Megan focus on 3 key criteria that determines if someone is worth their time and energy:
Assets, Advocacy and Attitude .
Assets are not the only qualifier, as Megan stated “When you spend time even with women who may not have the “assets” they will sing your praises to EVERYONE, they will become your biggest Advocate .
Attitude plays a significant role as well. This mother daughter team are powerful leaders and as such are committed to those that are committed to themselves. If a woman is willing to commit to additional time to discuss her financial affairs on a more personal and in-depth level Mary and Megan are equally committed to giving back even when that may mean the cost of a cup of coffee and 30 minutes of their time.
This is a process that works consistently for Megan and Mary, that does not mean it’s the right process for you and your tribal market. Some Advisors don’t have the time or desire to meet with every woman in the room so here is another option.
If you do not intend to work with those who do not reach your “minimum assets” you must learn to articulate your “ideal client” openly and may I say eloquently so not to offend the other women in the room . When articulating your “ideal client” don’t use the word minimums, that’s so impersonal. They key is sharing the kind of clients that are able to truly tap into your years of experience, education and knowledge . It’s not about saying these are the ONLY people you work with but it is giving the audience an understanding as to the caliber of clients you help.
By articulating your ideal client two things will happen:
At the end of each event you must clarify your value before you motivate the audience to move forward or take the next step to achieving financial confidence you must How to eloquently articulate your ideal client.
“ I realize I can’t help all of you, most of the clients that are “referred to me” have accumulated well over a million dollars and have complex issues that require extensive training” unraveling these complexities are what I love most but this (meaning today’s event) is my way of helping every woman who wants to become more financially knowledgeable.”
At this point you want to offer the “next step” to both caliber of women.
For those that ARE qualified you can offer the opportunity to meet and review their current situation to determine their most efficient path to financial independence.
For those NOT qualified you might offer the following:
Whatever path or strategy you commit a great deal depends on you, the women you are attracting, your community. There are many factors that play a role in what process you incorporate. I recommend that you try a number of methods and find the one that seems to get the best response and that you enjoy doing. When you love it so will they.Related: Why Time Management Systems Hold Women Advisors Back