As a financial adviser, it is important to ensure you make a fantastic first impression.
It is likely that you have heard the expression “You only get one chance to make a first impression.”
A bad impression is rarely fixed.
Especially in today’s world of instant satisfaction, where prospects are only one click away from another financial adviser.
Psychological science shows that within the first seven seconds of meeting, people will have a solid impression of who you are.
Some research even suggests it only takes a tenth of a second to determine traits like trustworthiness.
Which are equally important traits in financial services.
Here are some of the most common questions that sceptical prospects ask when they first meet with you:
“Is this adviser real?”
They want to feel authentic. Ultimately, they want to know that you are qualified with their best interests at heart.
“Is this adviser genuine?”
It is important to make a good first impression by coming across as trustworthy and honest.
“Is the advisor experienced and qualified?”
Prospects want to know that you can help them.
In the face of all the regulations and rules that surround the industry, it can be difficult to demonstrate competence.
It’s your job to do this.
“Is this adviser the right fit for me?”
This is a well recognised issue for financial advisers.
Even if you appear trustworthy, competent and real, your prospects may not believe you are the right fit for them.
Personality clashes or lack of common ground can be the main cause.
But just as every financial adviser will not be right for a prospect. Every client will not be right for you.
You should be equally choosy over your clients as they are about you.
Find your target market and connect with them.
Building trust
You may be curious about how to build trust as a financial advisor. Trust is the most important building block in building your client base.
Trust comes from many factors, including:
Authority is about establishing yourself as an expert or leader.
You have authority as a financial adviser because you have experience and certifications that cement your seniority.
Credibility is important.
If your credibility is damaged, it is difficult to overcome scepticism.
Affinity is the most important aspect of trust.
If your prospects share common characteristics, they form an affinity with you.
Perhaps you are both married with children.
Perhaps you have similar experiences at similar companies.
It could be anything.
It is important to try and find common ground.
Consider the personality of your prospects
Before you meet with your prospects, you could look at their social media profiles to better understand their worldviews and attitudes.
Do your research.
For a good first impression, a multi-factor approach is needed.
Every action you take can either increase or decrease your credibility and ability to influence others.
This is why it is so important to make a positive first impression.
This is because everything you do matters when it comes to first impressions.
This is particularly true for financial advisers, as prospects have opportunities to reach you from multiple platforms.
When it comes to first impressions, it is important to consider the following:
Show that you love what you do
Enthusiasm can be infectious.
Prospects will reflect your attitude, voice and body language.
People will be more positive when you are optimistic.
The same is to be said if it is obvious that you are not enjoying what you do – people will pick up on it.
But being enthusiastic is more than just making a good impression.
It sets the tone for interactions with you as a financial adviser for the lifespan of your client.
Your Website
Unfortunately, many financial adviser websites do not make a good first impression.
They can be bland, have no personality, and not grab the attention of the visitor.
If people don’t find what they’re looking for immediately, they will leave.
You only have this very short space of time to make a good first impression on your website.
It is important to make your website clear.
This will help you capture visitors’ attention and make them stay.
Another common problem we see is that financial advisers have beautiful websites built.
While there is nothing wrong with a beautiful website – if they don’t convert, they’re useless!
Your website should make you money, if it doesn’t, it needs work.
Your Social Media Profiles
People are increasingly looking online for information about financial advisers.
The online presence of a financial adviser is paramount in the financial world of referrals and instant gratification.
When someone shares the name of a financial adviser, the first thing the referral will do is pull out their phone and search.
Guess where prospects love looking?
Your business social media page.
Especially LinkedIn.
Your LinkedIn profile will probably appear on the first page for searches related to your name.
Prospects will see your LinkedIn profile and click on it when searching for your name.
LinkedIn is one of the most powerful prospecting tools advisors can use.
We discuss more about LinkedIn marketing for financial advisers here.
Your Email Marketing
Email marketing provides direct control, just like social media.
Email marketing is a great way to build trust, credibility and relationship with prospects.
As soon as prospects and/or clients sign up to your financial adviser newsletter, this is a great opportunity to make a great first impression via your email marketing and automated client journeys.
The Bottom Line When It Comes To First Impressions
You don’t get a second chance to make a good first impression.
You only get one shot – so it’s important to put a lot of thought into making the best one.
But you have some control over what impressions you make, such as on your website, social media profiles and emails.
Think about how you want to appear to your prospects and clients, show them across your various channels, and when you first interact with them.
We hope we made a good first impression on you!
