I wentto a new product launch the other day. Well, it wasn’t really a new product, it was more of a patch-up of an old product to keep the money rolling in and a relaunch.
Anyway, it struck me that this product was really only as good as most and certainly nothing to shout about.
Then I was thinking, if the markets are tough (and they are) and the products are the same (and largely they are) and if most advisers are good, what would be the distinguishing features that would separate me from the other 14,950 advisers that are FPA members?
I thought about that for a while and I felt good because I reckoned it was me that the clients bought; me, my style and my CARE program.
You know the CARE program. The newsletters, the phone calls and the reviews, the personal service we pride ourselves on. But do we do it?
Well, we did get three newsletters out last year (not the four we promised) and we did talk to most of our clients last year (but not all). If they do call us, we talk to them kindly, don’t we?
I pride myself on what we can do for clients and in particular the empathy and sales skills that I have developed.
But relationships are built on connecting with people, transferring trust and commitment. Under-standing where they are on their journey of life and how we can help them proceed. That is what makes me excited about what I do.
But are we showing that to our clients and prospects? If we are not working on getting better, we are working on getting beat. I don’t want a valued client to say to me in whatever words: “You don’t love me any more.”
When I went to that product launch I felt the manufacturer didn’t love me any more. I was a number. They weren’t interested in my business, my journey, my success or me. How could they be, with one manager for around 350 advisers?
I learned a valuable lesson. There are lots of good products, but there are very few great relationships. We need to work at them.
If we promise, we must deliver or build a system that will deliver. If I have come to believe my platform manager or manufacturing doesn’t love me, perhaps my clients have come to the same conclusion.
Our thoughts dictate our attitude, attitude dictates action and actions dictate results.
I reminded myself that I had decided I would only work with products I respect and with people I respect. Good advice. Sounds like it is time for me to take it.
Robb Musgrave is an authorisedrepresentative and brokers representative with Mawson Securities.
