Call it your “personal branding statement,” “elevator speech,” or “general benefit statement.” Whatever you call it, it’s the only part of your initial sales presentation which you memorize. Let’s simply call it your “branding statement.”
“Branding Statement” – the context
You’ve got exactly 20 uninterrupted seconds to explain what you do and why it would be of benefit to the person to whom you’re talking. In this context, it is your pre-qualified and extensively researched wealth management prospect who you’re speaking with. You already know (1) that he’s qualified, (2) some demographics, buyer behaviors and project some psychographics, and, very importantly (3) that’s he’s willing to visit with you, knowing that he’s going to be involved in a sales engagement. Don’t underestimate the potential opportunity that #3 provides.
You don’t want to go into a sales presentation with the prospect wondering why you’re there, or why he’s there. That’s even worse than the prospect knowing, not being interested, but willing to give you the time as a courtesy. Bottom line: you and he know it’s a sales engagement.
AFTER you’ve introduced yourself and your firm, and you’ve worked toward establishing a rapport (remember that “chemistry” stuff), then you state your purpose and branding statement.
“Branding Statement” - the content
Give the potential client a better idea of what this meeting is about and why it’s important for him or her to pay attention. Get attention. Focus your personal branding statement on a general wealth management need common to most-all of your particular prospects. You can’t get into a specific needs because you don’t yet know enough.
“I uniquely manage family wealth such that my clients’ successive generations prosper from their hard work, prudence and, jointly, our diligent wealth management.”
“We work with successful young business people to set and keep a uniquely individual financial plan which simplifies, secures, and enriches their lives and their families’ lives.”
“My clients are successful business people who know that their time and expertise are best used running their business. They have confidence in me that their personal finances are being exactingly managed according to their very specific goals: growing their wealth, creating charitable legacies, assuring their children and grandchildren’s security, are just a few of those goals.”
OK, with those example, you clearly see three different target prospects. When you really have your branding statement down pat, it’s easy to modify it according to the style and flow of the conversation. You can even add objection-overcoming references to your branding statement.
What are your best examples of your personal branding statement?
What works best for you?
What can you share with your colleagues on this blog that can help them maximize the effect of those very rare new business sales opportunities?
Please add your thoughts. Just click “comments” below.
(Next: On “asset gathering” vs. “asset management” and the role of marketing.)