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Prospect Stories: The Website Had Nothing For Her
"This site is for someone who's never worked with an financial advisor or done research before."
That's what a prospect (HNW, looking to switch firms) said after 5 minutes on an advisor's website.
She's been advised for 15 years, and the site didn't answer a single question she had.
A unicorn?
Now you might be thinking, “HNW, looking to switch? That’s a unicorn.”
But is it?
Katie Lantukh, Hillary Gale Meehan, and I surveyed 100+ prospects in Colorado (investable assets $250k-$5M+) who were actively searching for an advisor.
More than 1 in 4 were looking to switch firms. AND, 45% of the switchers have $1M+ investable assets.
So, definitely not unicorns.
And, they already made up their mind to jump ship. They’re just looking for the right place to land.
How do they evaluate?
They don’t need to be told about the benefits of having a financial advisor, diversification, estate planning, etc. They’ve heard all this before.
Many times.
So if that’s all your site says, they’ll assume you don’t understand them and won’t bother to contact you to see if they’re wrong.
What they want to know is are you going to be different/better than their current advisor. A completely different mindset.
Yes, you can read about that mindset in studies, research reports, and stats. We’ve all seen them here.
But, there’s no substitute for hearing it directly from the prospect themselves.
The Virtual Prospect Lab
That's why there's the Virtual Prospect Lab, featuring the prospect quoted above: HNW, wanting to switch firms. Watch her as she explains:
- Why she’s leaving and what’s important to her
- How she judges referrals that she gets
- Her inner thoughts as she searches
This is one person’s story, and Katie, Hillary, and I will be there to help you find the universal patterns that apply to your prospects.
There are 4 sessions available: Aug 18 & 20, Sep 8 & 10
10-10:45am MT / 12-12:45pm ET. All free, 45 minutes, on Zoom.