Summary
Successful financial advisors spend much of their productive time conducting meetings with clients and prospects. A small percentage of those advisors also meet with professionals who are in a position to refer clients. These centers of influence (COIs) can represent an efficient and powerful way to get new clients.
Many advisors are reluctant to meet with COIs because of a fear of rejection, and even those who overcome their fear can struggle with managing these meetings effectively. Observations of advisor behavior have revealed that most advisors struggle with constructing an offer that the COI can respond to and with delivering that offer clearly and effectively.
Scott and Ken explore the psychology behind constructing a message that impacts COIs emotionally and motivates them to see the advisor as valuable for a specific subset of their best clients. The information presented is highly practical, provides guidance for creating more impactful messages and includes examples of offers that advisors have used to successfully generate referrals from COIs.