We’ve all heard ‘consistency is key’.
But how does that apply in your financial services business specifically?
It is not in simply doing the same thing over and over.
It is about knowing what is working and doing it.
I’ve seen advisors with the best of intentions.
They plan on calling back.
They are going to email a prospect.
Something more pressing takes precedence.
Often this looks like you have a ‘hotter’ prospect.
Or a new lead.
Other times, you’re ‘putting out fires’ and client concerns.
So you stop doing what is working.
Consistency is no longer important and it begins to take a toll.
Recently, I had an advisor who had been converting his 1st appts (new leads) to 2nd appts like clockwork.
His process was dialed-in and his results were new clients.
He was confident in himself and what he was doing.
Then he decided to change things up. Try a new FMO and different leads.
Naturally as a salesperson you have to adjust to the new lead (marketing process, etc.).
This in turn affected his conversion.
He started changing what was working.
He thought the little things don’t matter as much.
The ‘small stuff’ became less significant.
“Little things often make big differences in business.” ~Richard Branson
And consequently, sales start suffering.
You are not moving as many people to 2nd or 3rd appointments.
Fewer people interested. Less apps submitted. No policies written. 🤷♀️
The reality is – it is those little things that make the biggest difference.
It is no secret 7 figure earners do things better than 6 figure earners.
They are more effective at the sales cycle, and they are more consistent in
doing the little things.
Examples of ‘Little’ things top advisors do Consistently:
- Mail birthday or holiday cards.
- Send Monthly email campaigns.
- Perform Annual Reviews.
- Honor their schedules/commitments.
- Monetize their strengths & outsource the other stuff.
As a solo financial advisor or independent agent, there are only so many hours in the day. You must manage your business, convert leads, nurture clients, continue professional development, etc..
You don’t need to be an expert marketer, fantastic copywriter, or your own personal secretary.
But you should be skilled in (compliant) selling AND an expert delegator.
Meaning if it does not make financial sense, you need to eliminate it from your routine. Or delegate it to someone or some software. 😉
Be consistent in processes which produce the greatest ROI for your business.
These are the ones YOU handle.
The other tasks that also need to get done, but are lower on the $$ generating totem poll get outsourced.
So be vigilant.
Business is not stagnant and neither are you.
However — when you have processes & systems that work, consistency is key!