Turning a Conversation into a Conversion
Financial Professionals have been asking themselves the same question since the profession began... How does one convert a prospect into a client?
It's a simple question with no easy answers, and so we go about trying various strategies and techniques – always hoping to find that elusive 'magic bullet'. But with so many technological advances and marketing methods available to us, it's easy to forget what's at the core of the client relationship... a conversation.
Starting a conversation is paramount, and there are many ways go about it. But you don't always have to speak first (in fact, it might be better if you don't!) One of the simplest and most effective approaches is to demonstrate knowledge and invite questions.
These days it seems everyone is trying to sell us something. We're constantly bombarded by sellers and schemes. Because of this, if you push to initiate a conversation, you risk alienating or overwhelming a prospect. But if you simply leave the door open... if you provide information without strings, and welcome inquiries... you may just find that meaningful conversations start themselves.
One of the best ways to accomplish this is through the use of content marketing. Provide a continual stream of well-thought-out, worthwhile information. This way when a question comes up, you are top-of-mind, and have demonstrated not only knowledge, but patience.
The benefits of this approach are proven:
"A prospect replied to my Monthly Economic Update, and he had a lot of questions for me. I like being a resource, so I encourage people to ask me whatever question they like. After our conversation, he wound up moving $215,000 into an investment account and doing another $150,000 in annuity business with our firm."
– Denny M., New Rochelle, NY
Sending out weekly newsletters and/or correspondence can really help to keep you top of mind:
"It gets me in front of people, and often someone who receives it will reach out to me. It inspires a conversation. People know what I do, and will say 'I've been meaning to call you.'"
– Joe D., High Bridge, NJ
And don't forget the ultimate conversation starter... Social Media.
If you don't have time to craft your own weekly newsletters, monthly updates, and social media posts, you're not alone. Look at www.Marketing.Pro for killer content and marketing automation tools.