How to use a Loyalty Program to grow your business. First, think about what your clients want. Let’s say they want to take the idea of making smart decisions about their money down to the granular level, to a level that makes sense in their daily lives. For example, how can they save money on gas per gallon? How to get the best price on a new car? How to get the best deal on home improvement supplies? All those questions lead right back to you because you’re supposed to be the person who knows about money — how to save it, make it grow and make more of it. Picture a Breakfast Club. Eight octogenarian women sitting around discussing their values and how they can use their money to put their values into action. “Harriet and I want to create a foundation for the care and preservation of brightly colored assault rifles.” Now, add short demonstrations by local merchants. Make the mountain come to the grandmas. Picture a panel of three different bankers describing their personal checking programs, or defending their CD rates. You would be the facilitator, serving as advocate for your clients. What other types
of services could be on different panels? CPAs? Car leasing companies? Travel packages? Restaurants? Shooting ranges? The key is to base those on what your clients want. In Conclusion. Do that and your brand will take a giant step toward becoming relevant. By doing something like that, you’ll position yourself very differently from all the other advisors in your community. It should be simple. Remember, the vast majority of them look exactly like the vast majority of them. Your IARFC Reward. Having a conversation about values helps the client, and it also helps you understand what your clients want most in their lives. But, you need a tool to help people have that conversation. I developed a one-page tool that I use in my mentoring work. It helps my clients identify their values and also helps them figure out which values are most important. If you know those things about your clients, you’ll be well prepared to serve them at a much higher level. If you’d like a copy of this tool, just let me know. Send me an email asking for the “Wheel of Life.” Another gift from me to you.
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Michael Lovas Michael Lovas is the author of twelve books, mainly on Professional Credibility and Psychological Communication in the financial industry. He has been published more than a thousand times since 1986. All of Michael’s work teaches professionals how to use simple, effective psychology to write more business and inspire their clients to love them. He is also the cofounder and a principal of AboutPeople, a unique consultancy focused on helping advisors build credibility and relationships with their chosen target. Contact: 509 465 5599 email@example.com www.aboutpeople.com
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www.iarfcwebsites.com | 1-800-593-9228 The Register | August 2013
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