The trick to moving your business forward is knowing exactly who you are and sharing that with others, explains leading advisor Craig Swistun.
Truthfully, the traffic wasn’t bad and the 90-minute drive could have been much worse, given the foggy conditions. I arrived in plenty of time and was well-prepared for the meeting. Having done my homework, I was confident that my presentation addressed all of the questions and concerns that this group had raised and was genuinely looking forward to the meeting.
Something happened. Somewhere between locking the car door and sitting down at the conference table, I decided to radically alter my strategy. Something just didn’t feel right. I was ready – too ready, maybe – to give a presentation on investment process. I knew who my competition was, I knew the group of financial professionals that had invited me to speak, but more importantly I realized at that moment what it was I wanted to accomplish. That’s what prompted the change.
Knowing Who You Are
Figure out who you are. It sounds flaky, I know! Yet, in pursuit of clients and opportunities, we often change shape to try and become what we think the client wants us to be. We leave that little bit of ourselves behind that makes us who we are. In fact, what we leave behind is the interpersonal “stuff” that builds relationships. How do you expect a prospective client to form a relationship with someone who is merely an actor on a stage? It seems to me you can communicate more passionately and more effectively when everything you say comes from the heart.
Sure, every interaction with a client or group of people in a professional setting needs to have an objective. But, rigid adherence to a formula written by someone else doesn’t always work. You need to write your own formula. You need to find ways to deliver your critical business messages in your own voice, with your own stories and anecdotes. THAT is what will create the connections that lead to long-term business success. (continued)
#pb#
So What? Who Cares?
Two questions, four words. Use these four words to help find your inner, authentic voice. Here’s how.
The Benefits Are Real
Back to my story. The answers to their questions were all contained in the presentation I intended to, but didn’t, give that day. Instead of a session filled with questions and answers and technical talk, we had a lively conversation. In 60 minutes, they learned more about who I am, what our firm does, and how I might be able to help them build a more stable practice. More importantly, we shared stories and insights that will become the building blocks for a long-term relationship.
So what? Who cares?
Craig Swistun is a Vice President with CC&L Private Capital Ltd. and can be contacted at [email protected]. CC&L Private Capital Ltd. is an investment counseling firm that provides traditional and alternative solutions to high net worth individuals, foundations and endowments, first nations and trusts. More information about CC&L Private Capital Ltd. can be found online at http://www.cclgroup.com/cclprivatecapital/about_us.aspx.
Related Stories:
Industry Commentary: When clients want the new black
Industry Commentary: Watch your language!
Industry Commentary: Where are you, where are you going, how are you getting there?
Something happened. Somewhere between locking the car door and sitting down at the conference table, I decided to radically alter my strategy. Something just didn’t feel right. I was ready – too ready, maybe – to give a presentation on investment process. I knew who my competition was, I knew the group of financial professionals that had invited me to speak, but more importantly I realized at that moment what it was I wanted to accomplish. That’s what prompted the change.
Knowing Who You Are
Figure out who you are. It sounds flaky, I know! Yet, in pursuit of clients and opportunities, we often change shape to try and become what we think the client wants us to be. We leave that little bit of ourselves behind that makes us who we are. In fact, what we leave behind is the interpersonal “stuff” that builds relationships. How do you expect a prospective client to form a relationship with someone who is merely an actor on a stage? It seems to me you can communicate more passionately and more effectively when everything you say comes from the heart.
Sure, every interaction with a client or group of people in a professional setting needs to have an objective. But, rigid adherence to a formula written by someone else doesn’t always work. You need to write your own formula. You need to find ways to deliver your critical business messages in your own voice, with your own stories and anecdotes. THAT is what will create the connections that lead to long-term business success. (continued)
#pb#
So What? Who Cares?
Two questions, four words. Use these four words to help find your inner, authentic voice. Here’s how.
- Start with a blank piece of paper (or a new file on your computer if you prefer)
- Respect the audience (client, prospect). Print them in big bold letters at the top of the page. Those four questions? Those are the questions your audience will be asking after everything you say.
- Write down the key point you want to communicate.
- “So what? Who cares?” Answer the question!
- Repeat until you have explored the concept fully.
- First, it almost always strips any industry jargon out of a concept, reducing it to plain language.
- Second, the act of “caring” brings an emotional element to the answer. Relationships are based on emotional connections, after all.
- Third, somewhere in the exercise I find a kernel of truth that resonates firmly with me. I then build my presentation around those truths in my own voice.
The Benefits Are Real
Back to my story. The answers to their questions were all contained in the presentation I intended to, but didn’t, give that day. Instead of a session filled with questions and answers and technical talk, we had a lively conversation. In 60 minutes, they learned more about who I am, what our firm does, and how I might be able to help them build a more stable practice. More importantly, we shared stories and insights that will become the building blocks for a long-term relationship.
So what? Who cares?
Craig Swistun is a Vice President with CC&L Private Capital Ltd. and can be contacted at [email protected]. CC&L Private Capital Ltd. is an investment counseling firm that provides traditional and alternative solutions to high net worth individuals, foundations and endowments, first nations and trusts. More information about CC&L Private Capital Ltd. can be found online at http://www.cclgroup.com/cclprivatecapital/about_us.aspx.Related Stories:
Industry Commentary: When clients want the new black
Industry Commentary: Watch your language!
Industry Commentary: Where are you, where are you going, how are you getting there?
