The BRG Formula: Secret to Your Success Article by Bill Bachrach The legendary John Elway steps into a huddle, and nobody knows who he is. Do you think the players can tell he's good anyway? Even though this would never happen, play along for a minute. They would know right off, wouldn't they? He would not have to tell them, "Look, you guys, before you take my direction, you probably want to know a little bit about who I am and what my background is. I know none of you have heard of me because there was some kind of NFL flu- amnesia going around, but I've won the Superbowl two times, and I am the ultimate, last-minute, comeback guy. I can take us down the field in the fourth quarter with almost no time left and be better than anybody who ever existed." Instead, all he'd have to do is walk into the huddle, be John Elway--a truly great quarterback--take charge, and call the play. They'd get an inkling, don't you think? That instinct would lead them to execute the play as instructed, and when Elway delivered, they'd be in awe. People can tell by your behavior and your demeanor when you are good at what you do. As a Trusted Advisor, you simply walk into the client meeting, be yourself--a true pro--ask the right questions, be clear about who you will and won't do business with, and always operate at the highest standards. Your prospects' can tell whether you're first string or a bench warmer. Like John Elway, your competence level and trustworthiness is demonstrated by your demeanor and backed up by your delivery. Ultimately, sophisticated clients don't care about your designations or tenure with the financial services industry, and they certainly don't care about production awards. 1. Designations may be reassuring to some people, but they don't really mean you are any better at this business than someone who doesn't have them. Think about it. Do you know a CFP, for example, who you would never trust with your money? Likewise, do you know someone who has been in the business longer than you, but you wouldn't wish their services on your worst enemy? 2. The awards given to the top salespeople in our business are of no consequence to their clients. Who would refer you to their best friend because you were a "hot salesperson"? Who would call you because they heard you were a "prospecting machine," making 250 calls a day? This is not to say you shouldn't pursue designations or take pride in your experience. My point is this: Telling your prospects and clients about this does not build trust. A friend of mine, Max Dixon, told me the other day, "Talking about yourself does not build trust, but showing who you are is critical." Of course, who you are had better inspire confidence. Clients will know you are competent and trustworthy when you are competent and trustworthy. I call this the BRG formula for success: Be Really Good. So much of our industry is focused on those things clients couldn't care less about: companies reward advisors for production, organizations are created based on designations, and financial professionals earn titles based on tenure and as job perks--who cares? Only you and the company. Not your clients. And your clients are what will make or break your business. Trite as it is, it's true: Clients come first. Trusted Advisors already know this. As they work toward a designation, they keep their eyes on what competencies they are gaining, not the letters they'll be able to put after their names when they finish. If they are taking continuing education classes, they actually participate to improve their skills instead of merely earning credits. They choose to truly interview their clients to understand and help, not to uncover a need and make a sale. As a result, the advisor is not just capable but super-competent, not just conducting interviews but creating "wow!" experiences for people. A great interview is so profound for prospects that after an hour they hire the advisor, commit all their money, fire any other advisors, and then tell everyone as soon as they have a chance about how great their advisor is. The Trusted Advisor has also mastered a certain paradox: how to be caring about people yet detached enough to say when there isn't a good fit or the person has mistaken ideas about how to proceed. It's one part "tough love" and one part caring more about doing good business than doing any business that comes your way. I can give you the actions to go with trustworthiness--The Values Conversationô to demonstrate that you care about what's important to your clients--and even some tools for competence, such as The Financial Road Mapô. But I can't give you the quality of trustworthiness or competence. You'll simply have to do the work and be ready to really show yourself to your clients. Who are you at your core? A hot salesperson? A prospecting machine? Or someone who gives prospects and clients that "wow!" experience only a Trusted Advisor can deliver? Don't be a salesperson; be a Trusted Advisor. Bill Bachrach is the San Diego based author of the best selling, industry-specific book Values-Based Selling; The Art of Building High Trust Client Relationshipsô, and High-Trust Leadership; A Proven System for Developing an Organization of High-Performance Financial Professionalsô. He is a top-rated speaker and is considered by many top producers to be the financial service industry's foremost interview skills coach. His one-year top-producer Trusted Advisor Coach program starts every January and is limited to 30 financial professionals. His 3-day Values-Based Selling ô Academy is open to everyone. Bill has spoken 3 times at the MDRT Annual Meeting, 5 times at the IAFP National Convention and virtually hundreds of recognition and national conferences for just about every major firm and association in our industry. For formation about his speaking services, The Trusted Advisor Coachô program, 3-Day Academy, or to order his results-oriented books and Learning Systems contact Bachrach & Associates, Inc. at 800-347-3707 or visit their website: www.BachrachVBS.com. Request your free audio tape of Bill Bachrach "live" via www.bachrachvbs.com.