Have you ever been working hard and thought longingly of the weekend; that you ‘just want to relax’ or ‘just need to have fun’, only to end up spending it doing tiresome things you didn’t want to do? I certainly have!
This can happen with vacations (‘I just need to get away’) or time with loved ones (‘we just need to spend more time together’), personal goals (‘I should exercise more’), and on it goes. Did you catch those sneaky little words just and should in there? They often points to fuzzy thinking. One of the main reasons we don’t get the results we’re looking for is that those vague longings aren’t focused enough to get us where we want to go.
And Oh Boy is this true in business! So often I’ve heard Advisors say ‘I want a lot more clients’.
Really? Is that what you want? Because I work with plenty of Advisors who say that they have lots of clients but they aren’t making any money!
They bludgeon themselves with ineffective prospecting goals like ‘I just need to make more calls ’ or ‘I know I should be networking more’. Even with specific numbers attached, these goals are nigh-on useless without first having a clear picture of exactly who you want in your book.
Clearly, clients are not all the same. It’s gotta start with clarity.
Here’s how to set yourself up for success in 2016:
Set a money goal. This is the obvious start point but it’s easy to get it wrong. For the goal to serve you, it should be a bit of a stretch, but not feel like winning the lottery. If your goal is completely divorced from the reality of what it takes to accomplish it, as soon as you hit a rough patch, your subconscious will tell you it’s impossible and drain you of the confidence and enthusiasm you need to stay the course. Balance this with a number (and the fun things you’ll do with the money) that excites you!
Set a feeling goal. This step is critical, yet almost always ignored. As they say, you don’t want to spend years climbing the success ladder only to find it was leaning against the wrong wall the whole time! An example of an effective feeling goal: I wake up every morning excited for the day ahead. I love my clients, I feel confident in my work and I have a deep sense of purpose because I know I’m making a positive contribution to their lives.
With these two goals working together, you’re ready to design your ideal book!
Who do you want to serve? It’s time to get a clear picture of who you want in your practice that will help you generate your money and feeling goals. Your next step is…
Create two or three ideal client profiles. Things to think about – Who do you enjoy working with? What income threshold and minimum investment per client will allow you to provide top-level service and pay you well for it?
Once you know that, create profiles based on gender, age, marital status, employment industry and financial needs.
Great Tip: Use images to get super-clear. What do these people look like? A CEO could be the owner of a 3rd generation dairy farm or an internet start-up. Download a picture off the web to serve as an avatar for each of your client profiles and pin them up at home.
Now that you know who you want in your practice you can build an effective prospecting plan. Your efforts and energy will be aligned to get you the results you want.
Kira Callahan is an expert sales conversation coach for the financial industry. Her private clients typically experience 30% – 100% increase in appointments and business. Click here to find out more about Kira.