I’ve run a successful financial planning business for almost 20 years now and so am considered a veteran!
I often receive calls and emails from young advisers and entrepreneurs asking to ‘pick my brains’. So I’ve made a list of things to think about. I hope it helps!
(Read while listening to Baz Luhrmann’s Everybody’s Free to Wear Sunscreen 😎)
1. Define your purpose
The reason you came into your profession and why you’re passionate about it. (You are passionate aren’t you?!)
2. Document your story
The unique and personal journey you’ve been on up until now. Write it down and share it. Consider your personal BHAG (Big Hairy Audacious Goal). What does an outstanding life look like to you in 10 or 20 years? Capture it and refer to it every week.
3. Identify your niche
What type of clients do you love to work with and know that you can help? NB ‘business owners’ is not a niche. ‘Female founders of London-based tech start-ups turning over between £2m and £10m’ is a niche.
4. Meet with people in the niche
And ask them what their concerns and issues around money are – what keeps them awake at night? You may be surprised at what they say. Use this info to build your own Unique Value Proposition – one that helps to fix their specific problems.
5. Get qualified
Becoming a Chartered Financial Planner used to be a differentiator. Now it’s table stakes. When you’re younger and haven’t yet got kids or pets, you have time to put the work in, get your credentials, and then focus on other things.
6. Think about payment
How do you want to get paid for what you do, and how does that fit with your target market? If you want to work with young professionals or business owners, the ‘assets under management %’ model may not be the best fit. Be creative, thoughtful and always be profitable.
7. Learn about marketing
Learn all you can about content marketing and aim to create as much content as you consume. Write. Record. Film. Publish. Commit to writing every week and don’t worry that it’s not perfect. Perfect is the enemy of progress.
8. Read
Fiction, non-fiction, books about art, sports, technology, science, leadership, history. Anything. Just read. A lot. Be a student of your art – subscribe to the best blogs and podcasts from leaders in your profession such as TRAP: The Real Adviser Podcast. Subscribe to Nick Murray’s monthly newsletter – it will change your professional life.
9. Get obsessive about client service
Focus on the ‘critical non-essentials’: the stuff that makes a difference. How you greet your client, the coffee you serve, your collateral and the Zoom/Teams meeting experience.
10. Design your client journey
And dare to do things differently. Face-to-face or video meetings? Or a hybrid? New client meetings are better face-to-face and catch-up meetings are more effective via Zoom. As Steve Jobs said: “Start with the customer and work your way back.”
11. Embrace apps
Use Loom for screensharing, Calendly for meeting bookings, Convertkit for emails and Canva for design. Email short video links to clients, prospects and professional connections. Share your thoughts and ideas – strive to be helpful, interesting, educational, and fun!
12. Craft your ‘perfect first meeting’
Without a great first meeting, you probably won’t have a second meeting. For inspiration, sign up for the Financial Planning Training Academy. The investment will repay you 10x.
13. Sweat the small stuff
Note the important people and dates in the lives of your clients. Send small but thoughtful gifts for big events. Send handwritten thank you notes at every possible opportunity, with a personal message.
14. Create your own Personal Operating System
You can now design your ideal perfect day/week/month/year. Work from the location best suited to the type of activity: ‘deep work’ may be better from home/coffee shop. Collaborative work in the office.
15. Get the most important commitments in first
Quality time with your family and close friends. Then rest and rejuvenation. You need lots of energy to thrive and so plan your recovery times like a corporate athlete.
16. Delegate
Use digital arbitrage to delegate work to people who can do it better, faster and cheaper than you. Focus on doing £1,000 work and the tasks that only you can do. Use Fiverr and Upwork to outsource the £10 work.
17. Learn the art of storytelling
Be able to tell three great stories that explain what you do and how you can help people. Read Building a Storybrand by Donald Miller and craft your own story so you can share it.
18. Reach out
Contact people who are a few years ahead of you and who you admire. Offer to buy them coffee and ask three things: “What’s the one thing you’d do to progress in your career if you were me right now?” “What’s the best book you’ve ever read?” and “Who else should I speak to?”
19. Invest in yourself
Attend conferences and workshops. Not just to learn, but to meet like-minded people and share ideas and inspiration. Humans Under Management is a great one.
20. Business development
Allocate time every week for business development activities. Build your network of professional connections – a good place to start is your own clients’ accountants. Offer to buy them coffee and share ideas. Prepare well and ask great questions.
21. Systemise referrals
Get intentional about referrals and create a systemised process. Learn from experts such as Dan Allison.
22. Capture testimonials and client stories
Do this every time you meet your clients. Ask them for honest feedback: “How are we doing?”
23. Join a Mastermind Group of like-minded professionals
If you don’t know of one, or can’t join one, then start your own. Send 10 emails to people you respect and ask if they’d be up for meeting monthly to swap ideas and share ‘war stories’. There is great power within a community.
24. Be prepared to say 'I don't know'
All clients have an inbuilt 'BS' detector. Ask great questions. Learn how to respond and go to the next-level question "And what else?"
25. Pay it forward
Help others who are on a similar journey to your own. Share your ideas and sources of inspiration. Give back - the law of reciprocity is real, and you can expect to get repaid many times over in return.
Oh, and wear sunscreen.
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