Imagine for a moment, how many times a month a high net worth prospect gets solicited. Do you think any of those invites, special offers, and generic letters stand out or gain their business? The key to getting high net worth leads to take notice of you is to know what they want and expect from an advisor.
1: Stand out.
First step is to make your invitations personal. Always include a seminar title that is compelling, a topic that deals with current issues, and promises to answer hard-hitting questions. They don’t want to come to any boring presentation! Being knowledgeable, personable and bringing only facts, not gimmicks, goes a long way with these clients, so avoid over-hyping yourself and realize many of them will want a hand during decision making.
2: Be in the know.
They don’t want generic information they can get online or with their current advisor, so make sure you’re at a level where you can handle their complex financials and work with other professionals to gain more insight on effectively handling these clients.
Make sure to offer superior knowledge, the ability to recommend and incorporate various ideas and recommendations to them. Working at a level above their understanding ensures they’ll come to your for expert advice.
3: Market, don’t sell to them.
High net worth clients are used to being treated like dollar signs, with hard sales tactics that don’t convince them. Try multi-channel marketing and offering multiple lines of support. Newsletters, personal appointments, an extended staff that knows them and their needs, a good website with all the resources they could come up with, and of course seminars to keep them up to date and you on their radar.
It’s important to keep reaching out to them, every “touch” they get from your business is another connection they’ll make to you when the time comes. Following up effectively matters in this, personal letters and phone calls are most vital. Let them know you care and are there to help them reach their goals.