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Marketing to Women

Women Are Completely Disenchanted with Their Financial Advisors: Yes You!

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During a two day workshop I introduced Audrey to a room filled with financial advisors. She was a very affluent woman who was going through a divorce. She was well-spoken, professional and poised as she shared her personal experiences with her finances, investing and working with a financial advisor.

While her comments were enlightening, they certainly weren’t positive. She painted a clear picture of what it feels like to be woman facing the old-school, traditionally masculine approach to marketing in the financial industry, and the advisors in the room quickly realized why so many women are completely disenchanted with their financial advisors.

Over the next day and a half, as the advisors shared their processes and marketing strategies, I can’t tell you how often we saw her quietly shaking her head “no” giving the advisors pause.  But, every once in a while, she would enthusiastically nod or say, “YES! I LOVE that!” That was the “click” these advisors needed.

Related: She’s Just Not That In to You, Women Clients Leave in Droves

Related: Women Are Leery of Your Event, That’s Just the Bottom Line

When presented with a human barometer of what actually works – and what definitely does not work – for women, advisors came to see that they had often turned off, or even insulted, many of the women they met with. Everything she shared reinforced the new paradigm in financial services.

Today’s woman wants:

● To develop a relationship with her advisor, building trust through communication and mutual connections.

● To be inspired and educated by the advisor before committing to business.

● To be motivated and encouraged to take the steps that will secure her financial future.

Bottomline, Prospecting – Selling – Closing is Gone. It’s time for advisors to make way for women clients. Women are transforming the environment and forcing a paradigm shift in the world of advisors.

We want you leading this shift and capitalizing on the new age of advisors one that recognizes your role is far more important than just picking ETFs and mutual funds.

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