How To Attract Clients Without Hard Selling

Effective Practice Growth Strategies For Intellectual Property Lawyers, By Eria Odhuba

How To Build Trust In An Increasingly Cynical World

Marketing nowadays is extremely hard because people trust very few businesses and public figures. We simply don’t believe what we are told.

If you are a financial services provider, it is harder because you don’t have products people can handle themselves, and many of your competitors claims they provide a great service as well.

When you think about building any professional services business, the basic principle underpinning it is the need to build relationships with prospects and clients. Essentially, you need to have conversations with your clients or target market, and give THEM the self confidence to trust themselves to make the decision to want to work with you.

Anyone selling professional services knows trust is crucial. It is all you have, and if you lose that, your credibility is lost and word spreads around that you are someone to avoid.

Any implementation of The Magneto Effect in businesses is based on trust. Fundamentally, you need to first understand what problems your clients or prospects face. So to build trust, you’ve got to know the conversation going on in your prospective client’s head. During that conversation, do not interrupt – just listen.

Here is an example of how to deal build trust as a financial advisor:

  1. Find out what your target niche hates about financial advisors, and what scares them most about their individual financial situations. Ask clients directly, do surveys or contact previous clients that left you for someone else to find out why. Don’t make assumptions about what your target customers want. Ask them first or do some research to find out first!
  2. Provide information (e.g. free reports or articles) to your target niche telling them how to address the specific points THEY have identified, having made sure they have opted in to receive that information from you.
  3. Have a feedback mechanism so that you can have a two-way conversation with prospects and clients. For example, within the report, give them your personal email address so that they can contact you, and make sure you respond to them.
  4. Make sure that any services you provide address the specific problems your target niche needs to eradicate.
  5. Keep the dialogue going with clients, and prospects, even after you have solved a specific need for a client as something else could come up that gives you the opportunity to sell other services. For example, use newsletters to provide specific steps on clients should do to solve problems, and include examples of how customers have benefitted from your services.

Authentic trust takes time to develop. Trying to sell services the minute someone walks through your door or via cold calling is not great, as you have not developed a relationship with them. You are simply badgering a valuable prospect, and if they sign up for services there and then, are less likely to value you as someone they trust.

I will write a series of articles on trust that addresses each of the points above with a few strategic and tactical pointers, so watch out for these.

By the way,  I came across an excellent article about trust – what it means, its various stages, its importance in modern business life and how to cultivate it. If you have 5 minutes, you can read it here. There may be lots of other articles on this subject, but this is pretty good.

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