Laws of Advisor Value

Oct 1, 2019

Fundamental Truths

Advisors Should Be Unencumbered

When it comes to publishing beliefs and opinions about the industry, we lead by example with our Laws of Alpha.

The fundamental truths about advisor alpha (value) and how they got to be the way that they are today can all be found right here at TangibleAlpha.com. In order to demonstrate your value in a tangible fashion for digital consumption, you must define your own “Laws” of investing and wealth management for your clients (and prospects) to see, hear, read, and feel. Your Laws must become more than visible… they must elicit a feeling in the hearts and minds of your audience. This must be available 24/7. Your content has to move your ideal audience to action every day. The action can be to do nothing, give feedback, stay with you as a client, or move their assets to your firm.

 

This is one of our Laws of Advisor Alpha

5/12

The Law of Digital Trust

The Law of Digital Trust

→SUMMARY

Earning trust in the digital age of transparency requires a shared purpose that is supported by promised behavior.

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→OVERVIEW

The Law of Digital Trust has been derived from self-evident criteria required to build lasting trusted relationships. In the digital age of transparency it is critical to ramp up the process of collaborative trust and this can be accomplished by stating your client-centered purpose, publishing your principles, and promising your behavior.

 

 

NEXT

The Law of Omnipresence

Three Reasons Sales Funnels Don’t Work Anymore

Sep 25, 2019

Sales Funnels Are Dead

 

Legacy sales practices are quickly becoming obsolete for financial advisors.

 
 

The three main reasons sales funnels don’t work anymore:

 

  • Time

  • Product Focus

  • Transparency

 
 

Time

There simply not enough time to try and be all things to all people in a sales cycle in which 50 no’s will render you one yes. Your website must become more than a mechanism to gather leads. You must design a user experience that overlaps the client and the prospective client journeys. Treating your engagement hub as a trap for gimmicky sales practices is a death sentence for your reputation. The marketing sales concepts that are being pushed on you (as an advisor) by marketers, are the same types of sales rhetoric you were probably taught in your rookie advisor training classes. The gimmicks they are peddling are built on a foundation of lies and opacity. You don’t have time to gather the metrics they need to justify their existence when they should be helping you discover the metrics you need to survive in a robo-world. There is no time for awareness, interest, decision, action… that mode of lead generation is no longer relevant because you are not selling products… which leads us to reason number two.
 
 

In a robo-world there simply isn’t enough time to compete in the arena of product sales for shrinking commissions.

 
 

 

Product Focus

You are not selling products in a vacuum behind a curtain of opacity surrounded by smoke and mirrors. The focus of the modern advisor must be on the services that he or she provides that are unique to the individual and relevant to his or her ideal audience. People can buy products from their smart phones Clients don’t need an advisor for that. They don’t need you to “sell” them anything anymore. What clients need is a trusted source of wisdom… which is what you are. Obviously, a trusted source of wisdom would never use anything as shady as a product sales funnel to convey their client-centered focus to their ideal audience. Because that would be impossible. Which leads us to why that would be impossible to pull off in the modern era of financial services… transparency… reason number three.

 

 

Transparency

 
In the digital age of transparency clients can see exactly where they are in the process of your sales funnel. They can see how full of shit you may or may not be… and they can see through your smoke and mirrors sales pitch as well. In a robo-world you have to become authentic. You must be able to convey your genuine concern for your clients 24/7.
 

 

Do you think you can convey that message?

In which you are using obvious sales tactics?

By using sales gimmicks from the late 1990’s?

Gimmicks to fill your sales funnel with leads?

 
They can see right through that… it’s not that hard to see your obvious lead generation and “sales marketing prowess” when you lock content behind gated walls on your website to gather email addresses.
 

The same transparency that is killing the sales funnel and traditional lead generation can make you irreplaceable if you understand how to leverage it for the good of your clients and for yourself.

Who you follow and what you like on social media is indicative of the type of services you offer your clients. If you are following sales gurus and liking their content, it is very simple for clients and potential clients to discover – what drives you is the commission – and not the well-being of the client.
 
It is this digital transparency that will be your end if you don’t walk away from the antiquated lead generation/sales funnel concept.
The same transparency will help you build filters to discover reputable digital marketing experts to guide you to the metrics you must gather to survive in today’s robo-word.

 

 

 

 

So What Can You Do?

Be proactive… be responsible… be yourself.

Your digital footprint tells your clients and your prospects exactly where you stand in relation to their well-being versus your sales commission. In a robo-world advisors must think differently and act accordingly, because sales funnels are dead. Advisors must first understand and identify their authentic relevant value before they can become and remain relevant to their ideal audience.
 

Right now we live in the greatest era of opportunity for financial advisors. WHY? Because… Your ideal audience is seeking a trusted source of wisdom… and that is YOU.

 
Discover more about how to shift your focus from sales to service, leverage your time efficiently, and take complete advantage of transparency to survive in a robo-world. You must become empowered to think differently about the value you provide. You must be able to rethink what might be considered as acceptable practices in the new era of financial services. Sometimes you just have to let go of the past to stay relevant.
 
 
One final thought from the author… If you don’t say goodbye to legacy concepts like lead generation and sales funnels, you can kiss your assets goodbye.
 
Keep it Tangible,
 
Grant

Your Future Awaits

Build My Filter

Get and Keep Ideal Clients

Aug 14, 2019

Earning Trust in a Robo-World

In the Future…

How will financial advisors get and keep ideal clients?

This is a walk-through for the first six micro-learning modules of Infinite Advisor Alpha

  1. Purpose  You must lead with a client centered purpose to remain relevant in the digital age.
  2. Principles  Your principles must be documented to create tangible accountability in a robo-world.
  3. Opinions  You must distinguish your authority as a trusted source of wisdom.
  4. Experiences  Creating tangible touch-points, that your clients and ideal prospects can associate with, is imperative for your survival.
  5. Expertise  Your expertise must be defined by you… in words that your ideal audience can understand and appreciate.
  6. Behavior  You can’t promise returns… you must promise your behavior to survive in a robo-world.

 

Building a solid foundation of trust is a two-way street in the digital era of financial services. Not only must you convey your wisdom and integrity 24/7… but your digital marketing campaigns must be relied upon to filter in ideal trusted, like-minded prospects… while simultaneously reminding your current clientele of your unique authentic value… 24/7.

If you are a returning advisor, this should encourage you to keep moving down the right path…

If you haven’t taken the plunge, please feel free to dip a toe into our pool of wisdom. Our sole purpose is to help good people get better… every day.

Enjoy the journey,

Grant

Part 1 of 3 Expanding The Gap

Jun 26, 2019

Expanding the Gap

Part 1

THE POWER TO CONTROL THE PERCEPTION OF YOUR VALUE

Part One of Three

To remain relevant, advisors in the robo era must be able to distinguish themselves from perceived competition.

A few decades ago we came up with a concept that helped us coach advisors about their value in a way that they could grasp easily. We call it The Value Gap and it creates a visual picture of what the advisor must do to exude his or her value tangibly in order to demonstrate authentic relevance. 

The Value Gap 

Part 1

Character Competency and Concern

 

 

Advisor character can be attributed to several aspects of his or her life. Some say it is how you act when nobody is looking. Others might say that your character is your identity. 

In order for you to build your business on purpose, you must see your character from the perspective of others. In order to gather that confidential insight you must have a system in place to collaborate openly and honestly. We call this system Infinite Alpha and the cornerstone of the whole deal is your client-centered purpose.

What does this have to do with your value? 

Similar to The Value Gap model seen in the slides on this post, the model of your character can be seen in another slide that shows you and your clients exactly how you intend to demonstrate your character tangibly. 

 

Your Character plays a quintessential role in your profession as a trusted steward of wealth. The elements that make up your unique character are so powerful and meaningful that they require your attention daily. This is  why the elements of your character require definition by you… through introspection found here… at Tangible Alpha. 

You must define it in order to design it.

The model that we have created just for you… Infinite Advisor Alpha… empowers you to define you Character for digital design so it can be delivered by you and consumed 24/7 by your ideal audience. 

That is really important… 

 

End of Part One