The power of persuasion in the digital age of transparency can not be used to sell products in a vacuum to increase shareholder value.
Your gift is to persuade clients into doing the right thing for themselves.
You must be able to see your future through this lens or you risk irrelevance.
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.
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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.
→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.
The Advisor in the Future will create demand for her/his services in the digital age of transparency by crafting a strategic foundation that showcases the relevance of her/his value. Remaining relevant has been the number one challenge for the entrepreneurial financial Advisor during the past three decades and will continue to be a genuine concern for the Advisor in the Future.
Setting and maintaining client expectations while creating the measurement of value over which the Advisor has the greatest control is of paramount importance. To fall into the trap of being measured by industry standards is a real danger for “the Advisor in the Future” and s/he will take special care to not fall prey to the status quo industry pitfalls that lie in waiting for all Advisors.
The strategic foundation of the Advisor in the future will be built with a cornerstone that is a client-centered purpose. This will work to the advantage of the client as well as the entrepreneurial Advisor moving forward in the digital age of transparency. The Advisor in the future will survive and thrive by creating a business that empowers her/him to do well by doing good…
In order to simply survive, the Advisor in the future will have to demonstrate in a tangible fashion that they have the best interests of their clients at stake ahead of their own… (this goes beyond fiduciary) or the Advisor will be replaced.
In order to thrive, the Advisor in the future must have a system in place that is a progression which leverages their client-centered purpose within their business development model. Tangible Alpha is the model that empowers Advisors with that highly coveted progression.
In the digital age of transparency the Advisor in the future acknowledges that they are replaceable until they can prove in a tangible fashion that they are not.
Serious Advisors also realize that if they continue to measure themselves by the industry standards that have been handed down for decades that they will become dinosaurs… Recognizing the opportunity disguised as a threat is critical when taking advantage of transparency by delivering a consistent message of authentic relevant value throughout multiple (but not all) digital mediums.
The Advisor in the Future will zealously demonstrate their expected behavior (what clients and prospects should expect from them) which amplifies exactly what their client-centered purpose is… throughout multiple mediums. The promise of expected behavior will become the contract that forms a bond of trust for the serious Advisor and the serious investor. That bond will be quantified tangibly throughout multiple mediums in a 24 hour a day society in which expectations can be set and maintained rather than exceeded in quarterly meetings.
To step into the next dimension of business development that will make you relevant and irreplaceable the strategic foundation of Tangible Alpha has been constructed to not only create your digital voice but to create a proactive filter which aligns your solutions with ideal prospects (while constantly reminding your clients of your value). Your Tangible Alpha foundation and progression create a platform to exude your authentic relevant value while filtering in ideal trusted partners.
It is critical to make tangible… not what the client and prospect want to hear… but what you can deliver and promise (your behavior, not returns).
Learn about yourself before you try to implement any digital solutions… not doing so could be a costly mistake.
The life of the Advisor in the future must be simplified by technology and not over complicated by too much information. The Advisor in the Future will take advantage of different modern tools made available throughout the industry by first going through the Infinite Alpha Progression to discover and design her/his unique Tangible Advisor Alpha.
Keep It Tangible,
Grant
They know they can’t be everything for everyone.
They use the word “no” as a strategy.
They are known for the quality of their questions.
They are never complacent.
Their reputation precedes them… digitally.
They have a defined process for their businesses.
They have work / life balance.
They are active philanthropists.
They work only with ideal clients.
They control exactly how their value is perceived.
They realize… their unique value is precisely what makes them relevant.
What is your unique, authentic, relevant value?
1 Content leads to your unique value.
2 Questions lead to your value to filter.
3 Conversations are competent and add to your confidence.
Topics are derived from your purpose, principles, values, beliefs, opinions, experiences, expertise, promised behavior, behavior you expect from clients, your philosophy, and your processes…
Those disciplines of your alpha must be defined (by you) before you can create categories for content topics for engagement and questions that lead to your value.
The medium is the message. Your digital experience must flow seamlessly with your daily behavior if you want to survive in a robo world.
This is how to do exactly that… quickly.
If you are thinking about outsourcing your content to a third party, think differently.
You don’t need leads for a sales funnel.
You need to filter in prospects and keep clients with personalized topics.
Cookie cutter content will get you washed away.
Your value must become tangible for clients and prospects to see and hear.
Nobody wants to be placed in your sales funnel. Transparency lets prospective clients know exactly what you are up to.
Own the words. Design your topics. Get and keep ideal clients. In perpetuity.
Most advisors have never been afforded the opportunity to discover and define their authentic relevant value… they were hired to sell products. To remain relevant and become irreplaceable advisors are going to have to think differently about their job description. You are going to have to think differently about sales… you are going to have to think differently about service… you are going to have to think differently about your unique value.
The conversations of most advisors, up until recently, have been centered around either products or the trustworthiness of their firm. But now, the greatest opportunity in the history of financial services awaits you…
By owning your value you are creating opportunities to have conversations that matter 24/7
In order to engage in conversations that matter you must have a formalized process in place in which the client experience is never left to question. Your business must become designed to exude your value and leverage all of your resources to consistently improve your client experience while simultaneously engaging in (and improving) the conversations that matter. Essentially, the client experience and the conversations that matter dovetail to enhance the overall development of your business. Owning your Advisor Alpha creates this opportunity.
Once you define your value… you own your Advisor Alpha
Owning your Advisor Alpha and making it tangible nullifies the element of desperation inherent in a business where you can’t exude your value.
Lacking the courage of your conviction to have conversations of your value is the number one killer of all advisor client relationships… If you can’t put into words why your clients should be paying you, you will neglect them… and neglecting your clients is still the reigning champ of client defection.
They need to feel it… and you need to know how it makes them feel… Tangible Alpha.
If you don’t own the words that define your value you will be destined to attempt to become a version of “all things to all people.” This version of you fails eventually… and this version of you fails more rapidly in a robo-world.
You must first own your value before you can engage in conversations that matter.
Owning the words that define your value enable you to create a business in which your conversations fuel the client experience and the client experience fuels the conversations that matter. Owning your Advisor Alpha and making it tangible will drive the success of your business in the future… by design.
How can you escape the trap of client defection due to advisor neglect? How can you empower all trusted partners to have conversations with the courage of their conviction? How will you remain relevant and become irreplaceable?
