Friday, May 28, 2010

Executive's lesson for your communications with clients and prospects

Financial advisors who want to communicate effectively will follow the example set by Bill Carter in "The Scoreboard Can't Tell You Everything." Carter's lesson boils down to this: Put yourself in the mind of the person with whom you're communicating.

Here's what Carter, partner and co-found of Fuse, said in his interview with Adam Bryant of The New York Times:
In terms of communication, I think that I do my best to try to step away from my own belief system and my own priorities, which are the priorities of a 41-year-old man who’s married and has a young daughter. Instead, I try to evaluate decisions based on what the 25- to-32-year-olds in our office are trying to get out of their career, what they want in a workplace. 
Your articles and conversations will be more persuasive when you phrase them in terms of what your clients, prospects, and referral sources care about. 

For example, say "Your interests come first because we don't accept payments from product providers" instead of "We are a fee-only financial advisor."

Do you apply this rule to your communications? Please share your examples.


Related posts
* Focus on features, not benefits, in your marketing
* Encourage good communication or lose your multi-generational clients

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Copyright 2010 by Susan B. Weiner All rights reserved

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