Financial Advisor Marketing: How to Find New Prospects and Get Clients
While many financial advisors struggle to grow their business and gain
clients (insurance buyers and investors), it’s simple to meet new
prospects when you gain a few skills of financial advisor marketing.
To gain new prospects, have them contact you and ultimately get clients,
you must provide something new prospects want. For example, insurance
buyers or investors may not want to buy your product but they want the
solution that your product offers—this simple distinction is often missed
when financial advisors market themselves.
Specifically—your new prospect
may not want to buy an annuity (your agenda) but new clients do want
to know how to save taxes (their agenda). If you orient your financial
advisor marketing around their agenda (by offering an educational info-document
or class or webinar), new prospects contact you. Once you have contact
from the new prospect, you have the opportunity to gain trust and get
a new client. This is the foundation of all successful financial advisor
marketing: provide an offering that the potential new client desires
and have your next new client contact you. New prospects do not want
to be sold, but they do seek solutions to their perceived financial problems.
While you see your product synonymous with the solution, the potential
new client does not and will be alienated by product-oriented financial