What do clients see when they enter your reception area? Do they see racks of product brochures? Or, do they see images that reflect their goals?

Rod Burylo, an independent advisor and public speaker in Calgary, believes clients entering your reception area should be greeted by images that reflect what they hope to achieve by coming to you. Pictures on the walls should tell that story, he says, not a story of product sales.

That is one way of distinguishing yourself, he adds.

Michael Wickware, creative director of Wickware Communications Inc. in Toronto, a company that provides marketing services to the financial services industry, agrees. “An advisor’s office is an extension of his or her brand,” he says. “Visiting the office should be a welcome experience, not a reminder of the waiting room in a dentist’s office. A clean and attractive lobby tells clients you are a serious professional and the high quality of your work has made you a success.”

Burylo maintains that too many advisors display visual clichés, such as posters of rowing teams with the captions about teamwork. Or worse, they display financial charts, sales awards from mutual fund companies or product brochures. These items do nothing to address the ultimate needs and wants of clients.

“When people think about the top 10 things they want to do before they die,” he says, “they don’t usually include owning a segregated fund or a critical illness insurance policy.”

They will respond more positively to an environment that reflects what they hope to achieve through their relationship with you.

“When you take care of the relationship,” Burylo says, “selling the product follows naturally.”

For example, Burylo suggests holding client events to build relationships and using these events to provide a theme for the reception area. Have a photographer take pictures at the event and hang the enlarged pictures in the office, he says. Visiting clients are immediately reminded of the event and the depth of the relationship they have with you. New clients and prospects will see a fun environment and something they would like to be part of.

Burylo provides the example of one successful advisor who, as a member of a motorcycle club, participates in the club’s fundraising activities. The advisor has hung on his office wall an enlarged photograph of himself and his wife sitting on a Harley-Davidson at one of these events. The photo reminds clients that there is no limit to the activities they can enjoy in retirement.

Or, you can hold an event featuring a talk by a well-known non-financial author. Clients get a chance to meet the author and pick up an autographed copy of the author’s book. Again, have pictures taken at the event and hang one in the office to serve as a reminder to clients of a memorable evening, and as a conversation starter. The advisor can keep a supply of the au-thor’s books on hand and give copies to new clients.

In 2001, Burylo held a client event featuring primatologist Jane Goodall. A picture from the event still hangs in his office.

The images on your walls can also reflect your area of specialization. For example, a divorce specialist can have images of happy couples in relationships and images that portray a fresh start. “It’s what the client who is going through a difficult time wants,” Burylo says.

A retirement planning specialist can show pictures of exotic travel destinations and cruises, as well as images of older people enjoying leisure activities such golf, cycling or playing with grandchildren.

Here are other things you can do to make your reception area work for you:

> Make It Inviting. Use warm colours, tasteful lighting and comfortable furniture, and add character by hanging original art on the walls.

> Keep Paperwork out of sight. That means client files.

> Target And Limit Literature. Place a few magazines in the waiting area and display articles or brochures that target specific life issues. “An article about rising university costs,” Wickware says, “could be the perfect lead-in to a discussion about education savings.”

> Create A Point Of Interest. If you have worked with a charity, sponsored a sports team or share a special hobby or interest with your clients, says Wickware, tastefully displaying relevant mementos can build rapport with your guests.

@page_break@Your reception area and overall office premises represent a tremendous opportunity to offer a lifestyle message to clients. So, take advantage of the opportunity to craft your message. IE