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ELITE ADVISOR REPORT

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Become the Expert the Wealthy Want—A KEY SUCCESS STRATEGY – Episode 12


KEY TAKEAWAYS:

  • Stop being a hidden talent and start being seen as an expert in your niche or community.
  • Thought leadership and being a thought leader are key drivers of AUM growth for top advisors.
  • You can create or curate thought leadership content—but you must distribute it well and follow up in order for it to have an impact on your success.

When you seek out someone to help you with an important task or project—at the office or around your house—whom do you look for: an amateur or an expert?

I know who I want helping me—and I bet you feel the same way.

Therefore, it shouldn’t come as a surprise that when seeking help with their wealth, the affluent want to work with experts—people they perceive to possess the talent and other key characteristics required to help them achieve all that is truly important to them.

That means if you want to attract the affluent—and you should—you need to position yourself as the go-to expert among the specific types of high-net-worth clients you most want to serve and can serve extremely well (and profitably).

Here’s how to do it!

STOP BEING A HIDDEN TALENT

We find that far too many of you are hidden talents—that is, you are talented advisors and you know it, but not enough of the right types of prospective clients are aware of your ability to help them achieve their key goals.

If they don’t know about you—or fully understand what makes you so great for them—your talents don’t really matter, do they?

That’s why you’ve got to transition from being a hidden talent to being a fully recognized expert in the eyes of:

  • The prospective clients you want to serve
  • The centers of influence—accountants, attorneys and the like—who can refer their affluent clients to you

THE POWER OF THOUGHT LEADERSHIP

The way to do that is through thought leadership. When you are a true thought leader, you are recognized by affluent clients, prospective clients, centers of influence and competitors as a leading financial authority—and you profit as a result of being seen as a go-to expert.

When you position yourself as a go-to expert, you help build a pipeline through which wealthy clients will travel right to you.

How important is thought leadership? I can tell you that it’s helped my various businesses over the years raise tens of billions of dollars in assets. I can also tell you that the advisors in our mastermind programs report that being positioned as thought leaders has been a game changer for their businesses.

But don’t simply take my word for it. When we surveyed 488 wealth managers about thought leadership:

  • A full 80.5 percent said being a thought leader was very important to increasing their assets under management.
  • A whopping 93.8 percent of the most successful advisors among them—the ones earning at least $1 million in net income annually—credited thought leadership as being very important to their AUM growth.

Of course, you must have the rest of the business model in place—you have to deliver an amazing experience to clients, for example, to prove you’re an expert. But it’s that initial positioning as a thought leader that gives you the opportunity to attract and serve those clients in the first place!

5 STEPS TO BECOMING A GO-TO EXPERT

So how do you become a go-to financial advisor who is seen as a true thought leader? It starts with five steps:

1. Commit to being a thought leader. Becoming a thought leader and being seen as “the best of the best” requires time, focus and motivation to excel. The only way to reap the benefits of thought leadership is by making a full commitment to the process.

2. Identify your sphere of authority. Your sphere of authority is where you are recognized as the wealth management expert. To whom do you want to be the best of the best? What community do you want to see you as the go-to advisor so you attract its members?

This is where choosing a particular niche or ideal type of client can be very powerful.

3. Access your thought leadership content. You can create your own thought leadership content, or you can curate it by accessing content written by someone else and distributing it to your ideal clients, prospective clients and COIs.

Obviously, doing it all yourself can be very time-consuming—but it can lead to great results if you do it well. Curating existing content is a more streamlined approach that enables you to focus your efforts on what you do best—attract and serve clients.

Regardless of the approach you choose, your thought leadership content should show your expertise and inspire the members of your community to raise their hand to explore working with you.

4. Deliver your thought leadership content. A consistent flow of thought leadership content over time will position you to attract the wealthy clients you want, along with additional assets to manage. It has to be delivered regularly and feature a consistent voice and style.

5. Follow up to initiate new business. Thought leadership is great at positioning you. But it’s still up to you to reach out, follow up and bring in business from both existing and new clients. This is where the second-opinion service offer can be extremely compelling.

Your ideal clients and prospective clients want to work with experts—and COIs essentially demand that you be an expert in order for them to introduce you to their best clients. Don’t let them down!

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