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August, 2002 |
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ABOUT FSO |
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About NAIFA |
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It's a second-hand story. A salesman told it to me, so I can't verify that it actually happened! But I believe it is a story that tells a truth. The salesman was in a large southern city over the weekend in preparation for a Monday business meeting. He awoke on Sunday morning and discovered that it was a beautiful sunny day. Just the kind of day, which was perfect for a long morning walk. He decided to do just that. While he was on his walk, he rounded a corner and came alongside what he could see and hear was a very enthusiastic evangelical church. Standing at the top of the stairs were a group of well-dressed and very happy young men and women. One of them spotted the salesman as he made his way down the sidewalk and immediately left his perch at the top of the stairs. He came down to the man; and with intensity in his voice and fire in his eyes said, "Brother, do you believe?" The salesman was quite taken back by this and simply stood there, somewhat dumbfounded, and not knowing what to say. The questioner asked again with even greater enthusiasm, "Brother, do you believe?!" The man says that he finally caught his wits, stood up straight, and looked right back at the young man and said, "Yes, I believe!" He didn't know exactly what the young man was talking about, but he was smart enough to know that that was probably the answer that was wanted. He was right. The inquirer seemed satisfied with that answer, smiled, gave him a hearty handshake and went back up to the top of the stairs. After affirming his "belief," the salesman continued the rest of his walk. In relating this story to me, the salesman pointed out that even though he was not of that particular religious faith, and certainly did not appreciate their style, he was impressed by their intensity. Then after a long pause, he said, "Do you know what? I may not appreciate what they did, but you know, they got the question right. Do you believe?" The next story I know to be true. In a focus group that was being held on public television about what people were looking for in the next president of the United States, a group commented on all of the various characteristics and character traits for which they were looking. But the participant who struck the deepest nerve said this, "You know what? I think I'm really looking for somebody who does not check the polls or the latest focus group results. What I want is someone who really believes in something, no matter what." These stories illustrate a truth about our world today, and a truth that you need to consider as you seek to market your professional services. In the financial planning and advising industry, it is increasingly important to the clientele that we want to work with. People want to know, "Do you believe, and what do you believe?" As a performance coach to many high performers in the industry, I am increasingly challenging them to put together a belief statement. This is not to be construed as an investment philosophy per se on one end nor is it to be a statement of religious beliefs on the other end. But including those two and in between, I ask them to write down and share with their clients and those they are seeking to work with, "what they believe." Can you do that? If you can, you will increasingly find that people will be attracted to you by your beliefs. On the other hand, those who do not believe as you do, share your values, and therefore might be a nuisance to you, will not come to you. Warren Buffet, who knows something about investing, said that he only invests in companies that he likes and admires. He carries on to say that he only wishes to work with people that he finds pleasant, likes, and admires. He wants to work with people who share his values and believe some of the things that he believes are important. Let's take some of these ideas and start to do some powerful personal performance marketing by defining what we do and what we believe. First of all, make a statement as to what it is that you do. You are in the financial planning or insurance industry, but that is not what you do. You must work hard and get some coaching if necessary, to help you define the actual business you are in, in terms of:
It has been my experience
that only ten percent of the people in our financial service industries have the
focus to be able to do this simple statement of business mission and intention. Work
very hard to be able to define who you are, what you do, and who you serve, and the
results you seek for those you serve.
Now don't get me wrong,
this is not a time to impose your beliefs upon others. It doesn't mean that everybody
that you work with will believe exactly as you believe. But what it does is help
you define your beliefs more clearly and in doing so you will attract those people
whose beliefs are similar to yours. Recently I put a topnotch financial advisor through
this exercise; and after doing so, he sat in his chair for the longest time and then
he said, "That's it, now I understand." In looking back over the 15 years
of his practice, he had discovered in that moment of enlightenment that most of the
clients who gave him great difficulties in his practice were those whom he knew did
not share his significant values. They were people who did not see the world, money,
life, and success in somewhat the same way that he saw it. We work best with those
who have similar values to us. That is what Warren Buffet is saying to you and to
me, and as another master teacher said, "Let him who has ears, let him hear." BUY
STAN'S BOOK:
You
Make The Difference
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