By Mike Byrnes
The coronavirus, COVID-19, has uncovered flaws in many financial planners’ disaster recovery plans, and even normal business plans (if they have them.) None of us could have predicted a worldwide pandemic however, here we are and it’s our responsibility to help our families, clients, associates and businesses get through these difficult times.
In the fall, I created a presentation titled “How to Grow in a Recession.” If you have been in the profession long enough, we all know it was just a matter of time before the market heights were going to take a fall. However, no one saw the economy coming to a standstill.
I cannot say I had a crystal ball, but I am glad I put together advice to help financial planners through a difficult time for their businesses. Unfortunately, all events are cancelled or postponed so I cannot present the advice when it is needed most, so I thought I would share these helpful tips in an article:
(1) Be Proactive
One thing that we have learned from past recessions is that the financial planners in front of a market crisis are the ones who have the best retention rates and actually can gain the most clients. Believe it or not, a period of market turmoil can be one of the best times to win new business. Yet, financial planners become so laser focused on their clients, their prospecting efforts get neglected.
In a time when we are supposed to be “social distancing,” go back to really working the phones. Video conference those who feel comfortable using this technology. Contact as many people as you can to be there for them and remind them you want to help others like them who might need help. With clients, this will reassure them, strengthen the relationship and prevent the competition from picking them away. For prospects, it will get your foot in the door, especially if they have an underwhelming adviser relationship. For those do-it-themselves investors, now is when they doubt their investing abilities the most.
The trouble with the one-on-one meeting approach is that it is very time consuming and difficult to do right now. For that reason, also use all forms of mass communication on a more frequent basis. Make sure to set up webinars, video meetings and maybe conference calls. All of these can be recorded and can be edited to use for replay purposes.
Most financial planners do not create enough videos. Now is the time to do so. Your target market can and will connect better with videos than they can with the written word.
Email and social media are obvious choices for any types of marketing and client service content that needs to be shared. Pay attention to engagement measures (like click-through rates for emails and likes on social networks) so with every communication you get a little smarter each time.
For prospects, create a giveaway related to this market crisis that they can only get by trading their contact information. Create a unique landing page that gets virtual leads and makes them real leads. Once you have a good lead funnel set up, promote it like crazy and track that it is delivering a positive ROI.
(2) Be Personable
Soon robo threats to financial planners will be able to share market communications in a much better way than they are now. Their communications will be timely and even personalized. The way to differentiate, now and in the future, is to be a person, not a robot. What does that mean? Humanize each communication.
Besides one-on-one meetings, the best way to do this is to use personalized video emails. This is not a video uploaded to YouTube or Vimeo that goes to the masses. This is a message just intended for a unique recipient. Technology now allows this to take place.
To call each client in a 150-household client base can take weeks. However, sending a sort two-minute personalized video to each family can be done in one day. These messages do not replace in-person communications, but they definitely complement them, as the recipient feels almost like they are sitting across a table from their financial planner.
These personalized videos should be part of every client service model. This could not be truer than now when the human race is having fewer in-person interactions than any other period in our lifetimes.
Check out a partnership we created to help financial planners use this new marketing tool.
(3) Be Empathetic
Never forget you are talking to humans. Many in the industry are numbers people. We are planners. Most certainly, we are problem solvers. Clients need help in all those areas. However, in today’s scary, isolated world, they just might need to be heard.
Make sure to provide emotional support—now more than ever. Truly listen. Practice active listening best practices. If you find yourself inserting your two cents before the clients are done talking, you most likely need to work on your listening skills.
Because financial planners are paid to give their advice, and are not officially therapists, it often seems counterintuitive to not speak. But, if you can use video conferencing, an empathetic facial expression or nod of the head might be all they want. With verbal communications, a reinforcing word or two can do the trick. In these volatile markets, we might feel pressed for time, but do your best not to rush discussions.
Remember, sometimes the client just needs a friend to walk along side of them during difficult times. We are all going to be on this emotional roller coaster for what could be months. Try to put yourself in clients’ shoes and help them the best that you can.
As part of the Coaches Corner, Byrnes Consulting is a partner with the Financial Planning Association. As a member benefit, set up a free Business Growth Strategies consultation. If you are an active member of the FPA, we would be glad to help.
Mike Byrnes is a national speaker and owner of Byrnes Consulting, LLC. His firm provides consulting services to help advisers become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness? Read more at ByrnesConsulting.com and follow @ByrnesConsultin.