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Craft A Profile , Convert A Prospect
Crafting better client profiles is the best way to drive prospects to work with you instead of your competitors . By John J . Bowen Jr .
IN THE RESEARCH THAT CEG INSIGHTS HAS COLLECTED on the work of top advisors , we ’ ve found that about one-third of the prospects they meet with become their clients . That , of course , means around two-thirds don ’ t become clients .
Ask yourself what your business might look like if 80 %— or even 100 %— of the prospects who you want to work with said yes .
That conversion rate is entirely within your reach . The key is to take one step : Create a “ total client profile ” for every ideal prospect with whom you meet .
Here ’ s a look at how a such a profile can turn a prospective client into a raving , loyal fan of you and your practice — and how to create compelling profiles that will drive prospects to work with you instead of your competitors .
Benefits Of A Total Client Profile
A total client profile is the end result of you getting to know a prospective client on a deep , meaningful level . You gain that insight by taking the prospect through a discovery process , during which you ask a series of questions designed to help you understand the person sitting across from you better than any other financial advisor out there .
32 | FINANCIAL ADVISOR MAGAZINE | JANUARY / FEBRUARY 2024 WWW . FA-MAG . COM