Do you want a quick, attention-getting way to describe what you do? How do people know what you do? You don’t wear a label they can read to know what you do, and if you let them make up their own minds about what you do, they are probably going to lump you together with all of your competition!
Saying “I’m a financial advisor” or “I’m a retirement specialist” just doesn’t cut it. One way to solve this conundrum is to start using an elevator statement. This is a prepared, succinct message that piques the listener’s interest without sounding like a sales pitch. The notion is that it should be short enough to tell someone on even the briefest elevator ride.
The best thing to do is sit down and create your own using the 5Q Process™ or any other that helps describe what you do in a manner that shows why you are different from your competition.
However, many advisors find it hard to get the creative juices flowing so I’ve included some examples of elevator speeches to get you started…BUT don’t just grab one of these to use — instead use them to create one that describes you and your practice!
- “I have a team that specializes in building and preserving wealth for dentists by utilizing the recent Supreme Court ruling.”
- “I am very fortunate. I lead a team of professionals that have worked inside the medical profession and have been able to leverage that experience and knowledge into providing Twin City physicians with financial guidance designed specifically for them.”
- “I have a team that works with individuals between the ages of 59 and 75 using the special tax codes that allow that group to lower their taxes.”
- “I have a team that delivers customized financial solutions for family owned businesses that provides family unity and wealth.”
- “I do all the things other advisors forget to do.”
A Picture Paints a Thousand Words
In this colorful approach, advisors relate their value to some vivid image the listener can picture immediately. What variation on this theme would you create?
- “You know how the wind will blow a boat straight across the lake…but when a trained sailor controls that wind, they can move their boat straight into it successfully? I do the same with people’s taxes.”
- “I’m like an old-fashioned country doctor. I treat all of my clients as friends that I will see about town and be invited to their homes for dinner. When I treat my clients like that, I find it very natural to do what’s right for them instead of me.”
- “I am a dream-maker. I help people achieve their dreams either faster or cheaper than they ever thought possible.”
- “I help small-business owners build successful businesses so they can free themselves up to enjoy their lives and their family.”
- “Have you ever heard of a liger? I am a “CPAttorney”! That rare but very valuable animal that can protect you from the tax beast! Truth be told, I am a CPA and attorney, I am able to manage my wealthy clients’ tax, legal, and financial strategies so we can work together to protect their financial futures.”
- “I perform “stress-ectomies.” I work with retirees in showing them how to reduce their financial stress and anxieties, and how to enjoy their money.”
- “Have you ever looked at the directions to put together an IKEA piece of furniture? I put together peoples “financial furniture”. I take the gibberish and complication out of people’s financial situations and put them together quickly and efficiently so they can enjoy them.”
The Rhetorical Question
Asking people questions that immediately paints a picture for them is a powerful way to get them to understand what it is that you do.
- “Do you think billionaires do their own taxes and investments? Well, I do the exact same thing for people with $500,000 or more in assets and I can do that with some unique technology that I use.”
- “What do they require of new buildings that are built on or near earthquake fault lines? I work with people that believe that our economy will have some bumps and grinds as well and want their finances to withstand any unforeseen quakes or shakes.”
- “You know when large ships or submarines are made with watertight compartments? One compartment flooding prevents the whole vessel from sinking — I do the same thing for my clients and it provides them peace of mind.”
- “You know how a lot of retired people in today’s economy need a second job to make ends meet, such as McDonalds? I make sure that doesn’t happen by putting together a point-by-point, easy-to-follow plan that I measure with my clients four times a year.”
- “Have you ever seen a seemingly corporation suddenly close its doors? I make sure that never happens to my clients.”