The services of most advisors look the same to prospective clients. To attract clients, advisors need to demonstrate how they are different in a way that is valuable to their target market – a niche. In addition, almost all clients would benefit from an advisor who has a deeper understanding of their particular situation and needs; to have the opportunity to work with a specialist in what is unique about them.
This course teaches practitioners how to develop an understanding of the more detailed, subtle and nuanced needs beyond the basics and to strengthen their planning abilities for the group of clients they want to be better prepared to serve and create a communication strategy that projects that difference.
Stephen Wershing, CFP® is President of The Client Driven Practice, a firm that consults with financial advisors on how to create an experience clients naturally talk about. He helps them clarify their value, build their brand, and attract more referrals. He is also known for his work with client advisory boards.
Wershing is cohost of the popular podcast Becoming Referable, www.becomingreferable.com.
Bob Veres calls Steve “the best marketing mind in financial planning.” His book, Stop Asking for Referrals: A Revolutionary New Strategy for Building a Financial Service Business that Sells Itself, was published by McGraw Hill in 2012.
Steve has authored articles or been quoted in many trade and popular publications including Journal of Financial Planning, Financial Advisor, Investment Advisor, InvestmentNews and USA Today.
Steve started as a registered rep 30 years ago, becoming a fee-based advisor and later a broker/dealer executive. He was Chief Operating Officer of a national firm and subsequently President of a regional B/D before dedicating himself to coaching advisors full time in 2011. He is also partner in the Focused Advisor Network (www.focused-advisors.com), a platform for independent advisors.