If you’re looking for an easy way to stand out to prospects, try doing some homework, says Sara Gilbert, founder of Strategist Business Development in Montreal.
Few financial advisors are taking the time to research prospects’ backgrounds prior to approaching them as potential clients, according to Gilbert.
Those financial advisors who do even a little research demonstrate to their prospects how enthusiastic they are about working with them and that they care, which helps the relationship develop more quickly.
“If you show me that you care about me,” Gilbert says, “we’ll build trust and a rapport much faster.”
Here are three ways to learn more about your prospects:
> Do a “three by three” LinkedIn analysis
Call up the LinkedIn profile of your prospect and conduct a “three by three” analysis, Gilbert says.
That is, take three minutes to find three points of discussion on your prospect’s LinkedIn profile, she says.
Details such as the individual’s current employment situation, where he or she worked in the past and his or her academic background are good starting points for any conversation.
> “Google” them
A quick search-engine inquiry will provide you with links to your prospect’s company website. You might find a biography and some details on what this person’s specialty is within the business. These items would provide numerous tidbits of information that would make for great conversation starters.
If you want to get more detailed, try Google’s advanced search option. A basic search usually provides typical results such as the person’s website and social media profiles. However, Google’s advanced search tool allows you to filter results based on criteria, such as specific phrases, published dates and sources. This tool will help you find more elusive material.
Simply enter “Google advanced search” in the Google search field. Bookmark the resulting search page.
For example, if you know your prospect has received awards from the local chamber of commerce, input her full name and limit the advanced search to the chamber’s website. The result will be a listing of any instance in which your prospect was mentioned on this particular site. You will likely gain a deeper understanding as to why she received these accolades.
> Talk, and listen
Get up from your computer or mobile device and talk to your prospects. Even a casual conversation can become an opportunity to learn more and impress your prospect the next time you meet.
If you encounter this person at a networking event or a community function, pay special attention to the topics he or she speaks passionately about and note any questions he or she asks you. These are details that will help you guide future conversations.
For example, maybe a prospect mentioned that he has been researching retirement homes for his parents and is overwhelmed by the process. Why not do some online research and chat with your boomer clients about any similar experiences? The next time you speak to this prospect, you can provide some suggestions based on your new knowledge.
Your prospect is bound to be impressed that you put in this effort without being asked.