If you’re looking for a tool that can help you to differentiate yourself from other advisors when courting prospects, try an introductory kit.
An introductory kit is a simple introduction to you and your practice. Its function is to get the prospect curious about the service you offer and how you can help them. It can have an even greater impact on a prospect who already has an advisor, says Duncan MacPherson, co-CEO and co-founder of Pareto Systems Inc. in Kelowna, B.C.
The kit starts the process of contrasting you with the prospect’s existing advisor, MacPherson says. It encourages that nagging feeling in the mind of the prospect that his or her current advisor is coming up short — without you having to say a word.
Here are three steps you can take in incorporating an introductory kit into your practice:
1. Select and present your information
Use a simple yet professional file folder to hold some key pieces of information about your business.
Include a brief biography of yourself, some information about your team and your investment philosophy, and a statement about your commitment to service. Because you will be meeting prospects who receive this kit in person, you should also include logistical information such as your address, directions to your office and details on transit and parking.
The kit is not meant to be a “massive data dump,” MacPherson says. Remember that you can go into greater detail about your service in the meeting.
2. Phone first
If a client has provided a referral or you are following up with someone you met at an event, make sure you call this person before you send any information.
This conversation should be friendly and include some general information about your practice. If the prospect asks questions that require more in-depth responses, such as queries about your specialties or your experience in the industry, offer to set up a meeting.
Inform him or her that you have a process for getting to know potential clients, and that you would like the chance to meet. This meeting will allow you both to find out whether you are a fit for each other. If the person agrees, he or she will receive a kit.
If the response is negative, save yourself the effort and focus on those who do want to see you.
3. Use a courier
Following the phone call, send a kit to your prospect by courier — not regular mail. Using a courier means the prospect will have to sign for the package, ensuring it will not be regarded as just another piece of mail.
“It’s something tangible to heighten the prospect’s interest in the meeting,” MacPherson says, “so they view this meeting as an important investment of their time and your time.”