Our guest blog comes from Growth Consultant and Coach to Financial Professionals, Shauna Mace. She partners with RIAs and financial professionals looking to unlock their potential by getting intentional and comfortable with sales. Growth strategist and coach, accountability partner, change-maker – those are some of the names I’ve been called over the past 15 years. What happens after you get a lead? If you looking to move more prospects to clients and clients to advocates, I’d love to help. Learn more resources at www.shaunamace.com or contact me at firstname.lastname@example.org.
You’ve invested time, resources and budget to market your firm – you’ve produced content, maintain an active presence on social media, have an updated website – you’re doing everything you can to engage new clients. Then, you get a lead, now what?
If you are looking to grow, marketing is important but not the only component of growth. Often financial advisors focus so much on what seems like the hardest part of growth, finding new opportunities, that they forget about the other important components to running a business like selling, service and feedback.
Sustainable growth for any business is one of the most common and biggest challenges. And although every business has different circumstances the four components of successful (and sustainable) growth remain the same:
If you’re spending resources on marketing but don’t have a plan in place to successfully and efficiently manage and engage leads and clients you may be missing a huge opportunity to capitalize on your marketing efforts.
Decision-Making vs. Sales Process
When you consider a buyer’s decision-making process you can see how the four components of growth support different aspects of a buyer’s mindset. The components of growth when integrated and intentional can create a powerful and efficient growth engine.
The outcomes of aligning the components of growth into a sales process include: shortened sales cycle and increased client conversion, referrals, and efficiencies.
Tools to Help Manage the Decision Making and Selling Process
Lead Pilot is a powerful tool for financial advisors to manage and deliver marketing in one place and create efficiencies that help move the needle from a lead to a conversion.
Thanks to the internet much of the early decision making is done before you ever get a chance to talk with a lead. However, when choosing a financial advisor there’s only so much a website can provide. At some point prospects are going to want (and need) to talk to you. Regardless of how confident you are with selling you will need to engage with them to move them through the final step in consideration. Selling requires a decision and action.
It’s not every day someone selects a financial advisor. The decision can be stressful and uncomfortable. The point is, they need your help to navigate the decision. They need a quarterback and partner.
Pipeline is another powerful tool to help you and your team manage the selling process and decrease friction in the decision and action needed to become a client.
A pipeline is a set of stages, which you define, that buyers progress through. By defining the selling stages you can create formality, which helps you focus on the right people with the right content and next steps. Establishing a process allows you to delegate, outsource and automate with technology and marketing tools such as Lead Pilot. It’s also helpful to provide a roadmap and to set expectations with prospective clients. Read more about the benefits and components of a successful pipeline.
You Got the Lead, Now What?
Once a prospect becomes a client your work is just beginning. The first year is critical to reinforcing a client’s decision, building trust and laying the foundation for loyalty and advocacy.
Systems like Lead Pilot enable you to communicate intentionally and to support your clients through a defined service model. Read Build Advocates With a Service Model that Delivers. Service models define expectations and provide you a framework to deliver a consistent experience efficiently. You may have one or many service models depending on your clients and business.
Throughout your growth cycle, feedback provides critical information that helps you gauge how things are going and to track effectiveness over time. Depending on your tactics and goals the metrics you measure will vary.
Sample metrics include:
- Open and click-through rates on emails
- Website form conversions
- Length of the sales cycle
- Percent of client conversions
- Client retention (annually)
- Number of referrals (monthly)
There’s no need to measure everything, only a few critical metrics in each component of your sales process (marketing, selling and service). Keep these metrics in front of mind, share them with your team and review on a regular basis to stay focused on the right activities.
Most advisors are so busy in the business they don’t have time to work on the business. The right metrics can be helpful signals to inform strategy and business decisions.
Ready to Learn More?
Have a lead? Instead of thinking “now what” you and your team can know exactly what to do with a sales process.
Join us on Wednesday, August 26th at 3PM ET for a one-hour workshop to learn more about exactly how you can increase your sales success.