the 10% Rule

Recently, I talked to one of our clients and asked about their success. He is in a town of 3000 people, currently a solo advisor with two additional support staff…so only a team of three. However, he has $200M AUM. Now, do I have your attention?

He said, “Tim, 90% of what I do, every other advisor does practically the same thing. So that’s why I focus on the 10% that makes us different.”

So, what’s the 10% for this advisor?

It’s the older client I met in his office recently that mentioned that he just bought a new car…but he didn’t know how to use all the fancy buttons and technology. So he asked this advisor if he could walk outside and take a look. Now…this advisor is not a car expert…but his client thinks he is.

It’s the couple that mentioned they are considering a dream vacation and ask for his recommendation. You got it…he’s not a travel agent…but his clients still think he can help.

It’s the client who finished a conversation at the conference table, and before he left, he said, “Oh, I can’t leave yet… I need to walk around the corner.” That’s when I was informed that this was a significant tradition after every client meeting.

Each client walks around the corner of the conference room to the front office area. At that point, the two other staff members immediately stop what they are doing and love on that client for the next few minutes. It doesn’t matter what is on their plate…they stop and give 100% of their attention to this client.

When the client walks out…they are smiling and laughing. Honestly, those few minutes were more valuable to them than any discussion about their portfolio. 

And finally, it’s the marketing content that this advisor sends weekly to his clients that is not salesy…but simply communicates that they care. In fact, one recent video was entitled “Just Because We Love You.”

What’s the 10% that makes you and your office different?

If you want to talk about including more 10% content in your marketing, click the link above and let’s schedule a time to connect.