The Fourth and Most Understated Element
Your client will now know what you do (elements 1 and 2) and how you do it (element 3). That gives rise to the fourth element—explaining why you’re confident in your ability to do so.
Surprisingly, most financial professionals are very shy or too humble when it comes to explaining the fourth element—the “say something nice about yourself” element. Perhaps it’s because they don’t want to come across as braggadocios or arrogant, which I understand. But doesn’t a client want to know that you have what it takes to serve his or her needs? Doesn’t a client want to know of the pride you take in your education, advanced training, and commitment to ongoing professional development? Doesn’t a client want to know that you bring not only your experience, but also your judgment to the relationship, which you exercise with care, skill, and caution? And doesn’t the client want to know that you have the resources of your firm supporting you, and you have the resourcefulness to draw upon fellow experts, internally and externally, to help meet any of your clients’ wealth management needs? Of course they do. And don’t they want to know that you bring an unwavering passion, commitment, and dedication to your work, singularly and collectively, focused on helping your clients succeed financially? Most certainly. Then tell them.
There was a TV series in the late 1970s titled The Guns of Will Sonnett, starring Walter Brennan as a crusty old gunslinger. Will Sonnett was never one to miss an opportunity to let others know that, while his son and grandson were very quick-draws and expert marksmen, he was better than both of them. “No brag, just fact,” he would say.
It would be good, if all financial professionals had just a touch more Will Sonnett in them. Let your clients know what you bring to your relationships. If you don’t, who will?
Consider a client’s reaction upon being told:
- Response I—“I strive to deliver exceptional service in a timely and professional manner to meet or exceed your expectations.”
- Response II—“I am proud of the education, advanced training, and ongoing commitment to professional development that I bring to each client relationship. In addition to my experience I also render my judgment with care, skill, and caution on behalf of my clients. I have the resources of my firm to support me, and I have the resourcefulness to draw upon fellow experts within or outside the firm whenever necessary to help meet the needs of my clients. And I do this with a passion, commitment, and dedication to helping my clients and their families succeed financially.”
No brag, just fact.