In building your strategy, you have defined a vision and created a documented business plan. In addition, you took steps to move your practice forward in a way that fits the market you want to serve. Now, it’s time to connect with that market though storytelling.
When you communicate to others the ways in which you help your clients, you’re engaging in credibility marketing, says Larry Distillio, director of financial advisor business management with Mackenzie Financial Corp., in Toronto.
What you are looking to do is insert stories about your skills and experience into everyday situations to cement your status as an expert in your industry.
Here are two specific examples of how to accomplish this:
1. Never say “I’m busy”
You are probably often asked “how are you?” or “how’s business?”
The wrong answer to that question, even if accurate, is “I’m busy,” according to Distillio.
“When you say you’re busy, you may have people hesitating to give you a referral,” he explains, “because they want to make sure that you have enough time to service their business partner, friend or colleague.”
Instead, tell this person you’re doing great and provide the reason why. For the purposes of credibility marketing, relate this reason directly to how you helped a client solve a recent problem.
For example, if you work with small businesses, your response to this question could be, “We recently helped some of our clients re-organize their businesses to be more tax-efficient. We’ve gotten a great response from them and even a few referrals, which we appreciate.”
This provides the person you’re speaking to with a specific example of the service you provide and it also lets him or her know that you are accepting new clients.
2. Incorporate case studies into review meetings
Sharing your story is not limited to introducing your skills to prospects or the general public. You can continue to educate your clients on the particular services you include in your practice.
At the end of a meeting, take out a reader-friendly case study that describes how you solved the problem of a client (whose name and any other identifying characteristics have been changed).
Pass it to your client, saying you want him or her to be aware of how you can help if the case study example should ever occur. You can also inform this client that if he or she knows anyone who is experiencing a similar situation, you would be more than happy to provide that person with some guidance.
This allows you to bring what you do to life, while educating the client on how to speak about you and your services to others, says Distillio.
This is the fourth article in a four-part series about developing a strategic plan.