What the Endgame Looks Like

Fast response software improves advisor/investor matchmaking

When we pitch our software to financial advisors, they want it. It just makes sense: they pay a small fraction of what they’re already paying to get their leads, and we help them reach out faster and more comprehensively to make more quality conversions. Sometimes, however, there is a bit of trepidation. What about the future? They ask us what we expect to happen when the market inevitably becomes saturated with our tool. It goes something like this:

“Will the value I’m getting dissipate when everyone, including my competitors, are using Deft Sales?” The answer, as the stats and thought leaders show, is: Not as long as you are developing a professionally focused practice.

Ok, so what do we mean by that? We mean this: Let’s say you and another financial advisor are both in the same territory. She’s been around a bit longer than you. You start to notice that you’re having more luck with millennials in fancy tech jobs than you are with folks closer to retirement. Maybe this competitor is really good at the end-of-career crowd. It’s her niche. You start to adapt your investment strategies and your outreach to better appeal to the younger tech demographic, and it sticks. Now, that becomes your niche.

Compare this approach with the stubborn generalist who keeps their Deft Sales drip campaign completely devoid of any style, character, or examples, because they fear they might deter any one type of lead. The result, unfortunately, is that nothing in your campaign resonates with any of your leads, and you quickly become passed up by the next guy who knows how to appeal to whatever target audience that could have been your focus (doctors, real estate investors, new parents, etc).

Coming back to the endgame, think of it this way: When everyone has the capabilities afforded by Deft Sales, everyone embracing good business practice wins. The lead who should go to you goes to you. That competitor you were concerned about? He has used Deft Sales to iterate his way to pursuing his niche and is no longer actually a competitor.

The takeaway here is to use Deft Sales strategically to focus, stand out, and monopolize. Experiment with your outreach campaigns, keep track of statistics, and scale out what works. Then, continue to keep track and fine tune the elegant machinery. Take it from Financialplanning.com; they emphasize how the successful financial advisors are the ones specializing in client niches. Kitces has a similar article recommending financial advisor specialization. Don’t think of it as having to say no and turn away potential customers; instead recognize that this is the best way to get potential customers to say yes and commit confidently to receiving your help. A potential customer will say yes when they find a financial advisor that specializes in people like them. For example, a real estate investor is more likely to go with a financial advisor that specializes in tax planning for real estate investors opposed to an advisor that works with anyone.

Here’s a quote from a Kitces and Carl - Real Talk for Real Financial Advisors podcast: “Don’t become a wandering generality. Be a meaningful specific.”

Checked out Deft Sales, yet? Why not book a demo and get a free month on the app?.