Advice for financial advisers
Financial advisers should give a positioning statement rather than a 30-second elevator pitch at networking events to encourage conversation, said US based financial services consultancy i-Impact Group president Claudio O Pannunzio.
Speaking at a communications workshop Pannunzio said that positioning statements had three core elements that focused on the problem they solve, not the service they offer.
The method aims to attract the attention of the audience by pulling it into the conversation and prompting to pose questions, rather than a mini commercial.
The first element is a strong action verb to define what they do such as "I devise, preserve, build, create, etc." The second is to define the problem they solve, "I help transfer wealth, maintain lifestyle, leave legacies, etc." The last element is explaining who benefits from the adviser's expertise, such as mentioning clients like business owners, high-net-worth-families, chief executives, female business owners, etc.
"If your positioning statement is effective that individual will likely feel compelled to respond by posing a few specific questions about problems and issues you may be able to address," Pannunzio said.
"When that happens, listen actively to fully understand the nature of her/his problems and then offer your best insights and guidance. This will help position you as a trusted expert source, peak the attention of the audience and prompt them to continue the conversation."
Pannunzio said that the most important element was the adviser's personality that counted the most in an interaction.
"People will be attracted to you if you take the time to conscientiously listen to them to gather good intelligence about what they worry and care about," he said.
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