How CEPAs and Advisors Can Get Better Close Rates

For many advisors, bringing on new clients can be difficult in the best of times.

It takes a lot of time and energy to take a lead from interested to ready to work with you, and too often, that time and energy is wasted when a potential client decides not to work with you, which can happen for a variety of reasons.

Figuring out the key to getting more clients without having to invest a lot of resources is a game-changer for advisors like you. It gives you more time to focus on your existing clients while still being able to grow your business.

The key to increasing close rates while decreasing how much effort you have to put into lead generation comes down to one word: education.

Educating Potential Clients

One of the difficulties of getting new clients is that potential clients can be all over the map in terms of where they are in the customer journey.

They might just now be looking into working with an exit planner or advisor and don’t even know where to start, or they might be comparing different options to see which they like best.

These potential clients need help figuring out what to do next. They need education. They need someone who is going to take their hand and help them understand how this all works, what their options are, and what they need to do when they’re ready to go.

When you change from trying to just sell yourself to potential clients to acting as the guide they need (whether they end up working with you or not), a couple of things happen.

First, they start to look to you as an expert. They see that you know what you’re talking about, and they appreciate the help you’re able to give them, especially if they’re just trying to figure things out and aren’t ready to buy yet — if ever.

Because they see you as the expert, they start to trust you and your brand without the need for other types of marketing. They don’t need to be swayed by fancy marketing messages. They see that you’re someone worth working with, even if they’re not ready to buy right now.

When it comes time to buy, you’re the one they’re going to turn to — not someone random. You’re getting yourself in front of them without pestering them or being intrusive. You’ve created a relationship. You’ve built trust. And most importantly, you’ve set yourself apart from the crowd. You’re no longer just one option among many — you’re an expert they feel they can trust.

Show Potential Clients What They Need

During the education process, while that relationship is being built in an organic, non-intrusive way, you actually help clients to move through the stages of the customer journey.

They might be at a point where they’re trying to figure out if they need to work with a financial professional in the first place. They might not understand how it all works. They might not understand why they need to work with a financial professional in the first place.

They might be confused.

The education you provide helps to reduce that confusion. You help them to see what problems you solve. They might not even realize they have those problems until you come along and help them see what solutions are available to them.

This can help them move to a point where they’re ready to start looking at all their options.

And since you’re the one leading the way, they’re probably not going to spend a lot of time considering other financial professionals.

The only problem with all this is that it takes time. Educating a client can be time-intensive, and unfortunately, not every potential client is going to want to work with you.

What you need is a way of educating your potential clients on the value you provide without having to give a presentation every single time someone shows interest in your services.

That’s where the Advisor’s Edge comes in.

The Advisor’s Edge Bridges the Gap

The Advisor’s Edge is a library of content that you can use to educate potential and existing clients. Instead of giving every client an individual presentation, you can send them content that answers their questions and educates them — and all you have to do is send an email.

The Advisor’s Edge includes documents and videos that explain just about every aspect of what CEPAs, financial professionals and business advisors do in a way that’s clear and highly professional.

The content is extremely high quality and has been created by top professionals in the industry, which means your potential clients will see you not just as a resource and someone they can trust, but someone who is a true expert, who really knows what they’re talking about.

Learn more about what The Advisor’s Edge can do for you.