would your life change if you could attract and retain your ideal
clients? At a minimum, your income would skyrocket and you'd be
dealing with clients of your own choosing! But how do you become
irreplaceable to your clients and irresistible to your prospects?
Simple. Differentiate your practice from the competition by providing
a dramatically superior level of service.
the following. Your client, Alan, is a lawyer with a successful
law firm. He is having lunch with Sally, one of the senior partners
in the firm. Sally invited Alan to lunch to offer him a junior partnership.
As they relax over dessert, Sally explains the firm's stock options.
Sally mentions that if Alan needs investment advice, she can put
him in touch with her wealth manager. Sally takes a moment to outline
the various services that her wealth manager provides. Alan responds
that he already has a wealth manager (you) that provides all the
services that Sally outlined. Then Alan mentions a few of your additional
services that he particularly values. As Alan talks, Sally is mentally
comparing the level of service that she is currently receiving to
the level of service that you are providing Alan. She wonders how
Alan can be receiving a dramatically higher level of service than
she is, particularly given that her portfolio is considerably larger
than Alan's. She also can't help but be reminded of a few times
that her wealth manager has dropped the ball over the past year.
She asks a few carefully worded questions to determine if Alan has
had any similar negative experiences, but it seems that you somehow
manage to avoid these types of mistakes.
simple example illustrates the incredible power of differentiating
through dramatically superior service. Will Alan ever take his assets
elsewhere? Of course not. He knows that he is receiving superior
service. Why would he settle for a lower level of service elsewhere?
And what about Sally? She may have been perfectly content with her
wealth manager when she sat down to lunch. But now the first seed
of dissatisfaction has been sown. At some point in the future, her
wealth manager must elevate their level of service or Sally will
take her business elsewhere. And where is Sally most likely to take
her business? To you.