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May 24, 2022
Who is NOT your ideal client as a financial advisor?
Who is not your ideal client?
Every financial advisor is looking for ideal clients. yet only 25% of advisors have a clear definition of who an ideal client is. ( The Future of Practice Management, an inaugural study by the FPA Research and Practice Institute a program of the Financial Planning Association® (FPA®) -December 2013.) That means that 75% of financial advisors don't know who their ideal client is and 100% of them don't know who their ideal client is not.
Criteria for non-ideal clients
Elite advisors know what their time is worth and who they clearly want to spend time with. Depending on the level of your practice understanding the ideal revenue you want to get from a client becomes challenging, especially when you do not have a clear definition of an ideal client. This can become a long list. I remember when we celebrated as a team when one of our non-ideal clients left. Dealing with people that are frustrating time consuming and not enjoyable is obvious. You and your team need to know who your non-ideal clients are. But what is not obvious is what clients don't want. People that don't want a comprehensive financial plan people that don't share all of their information with you, people that always talk about people that would never refer you or introduce you? People that don't deal with other professionals and pay their fees such as accountants lawyers mortgage brokers etc. or people that treat you like a transaction when you're treating them like an ideal client. You provide more and they want less.
Do you want to sit in first-class or coach?
Let's face it everybody wants to sit in first class but not everybody wants to pay for it. A lot of your clients don’t know the difference between sitting in first class in your business or coach. That’s because most advisors treat all clients the same, yet some are paying first class and getting coach service. You only need two service levels, ideal and non-ideal.
Financial delegation:
Your best clients value time before money. They want to find someone they can delegate a majority of their finances too, and get advice in return. They are financial delegators, which means they share all of their information, in all seven areas, tax, estate, risk, insurance, investments debts, and cash flow. When you ask for the information, they provide it. They want to spend less time on finances and more time on their lifestyle and family. They may have one online account to keep their own interests but rarely use it. They do not have money spread out between advisors and firms. These are for clients usually 3 million or less, but high net worth and ultra-high net worth clients can also be financial delegators. Finding financial delegators is easy if you have a process. Most financial advisors have no process for finding financial delegators. The process will help filter out financial delegators and non-financial delegators. Do you have a process?
Non-ideal client criteria include:
Non-financial delegators
Usually want to talk about the markets and the economy
Taking on too much risk and not following your advice
Unrealistic performance or planning expectations and is only performance driven
Not sharing all of their financial information in all seven areas including tax, investment, estate, risk, insurance, debts, and cash flow
Has more than one financial advisor or insurance agent and deals with several banks
Has a lot of wealth and has never consolidated any of it, and does not trust one person with it
Has a comprehensive plan that covers all seven areas and has not implemented it
Meets their financial advisor without their spouse
Is not goal-oriented and not coachable
Sees money management as a commodity and thinks it should always cost less, focuses on fees
Disrespectful to team members and disrupts your team
Is not a delegator, but fools you to think they are a delegator and consolidator
Does not want coordinated meetings with other professionals
Can you spot your non-financial delegator clients? can you spot some of your largest AUM clients on this list? Not all high-net-worth clients are ideal financial delegators. Share this list in your next team meeting to see if your team can help identify non-ideal clients. Stop spending time with wealthy people who are not ideal, will never be ideal, and treat you like a transactional advisor, not an ideal advisor! Time is your most valuable asset, treat it carefully. I wish when I started out someone guided me to identify ideal clients and non-ideal clients, to save me a lot of time!
What to do about non-ideal clients?
There is no easy solution for non-ideal clients, except that the amount of time you will save by not working with them anymore. Depending on the firm you are with, or if you are independent, there are several options such as selling or transferring to other financial advisors. This is what I call the ideal capacity process. It takes time, planning, and money to build and implement this process. This is the number one practice management challenge in the financial industry! It takes more time to manage non-ideal clients than it does to find ideal clients. This may be the reason why you are not growing.
I do believe everyone deserves comprehensive advice
I know there are not enough hours in a week to take care of everyone, so you have to make decisions. What to do with non-ideal clients? First, your firm may have a program to take care of them. Second, you cannot ignore them, so you need to do something, as with all the regulations to service them, you need to figure this out. You need to develop a "capacity program" to transfer them to someone else. This "Capacity program" you create can help you grow as you will use this program every year as top advisors do. More on this "capacity program" in future blogs.
Where do I start?
I would recommend a few simple things. First, segment your clients properly between ideal and non-ideal. Second, add up the potential time you will save in not working with non-ideal clients, such as meetings, updating plans, putting advice to paper, compliance, communications, and more. This is an easy way to find 100-200+ hours in your business this year. Then use that time saved for yourself, your family, or acquiring ideal clients. This will be life-changing for you. Now go and spend more time with the ideal people in first class and see what happens!
How about your goals for your practice in 2022? Our Practice management checklist or fee audit checklist
While each financial advisor's practice may have a different approach, advisors need to understand where their practice needs help, and will they get the right help for the right part of their practice. What areas does your practice need help with? Get a copy of our updated 21-page “Comprehensive Practice Management Strategies checklist” by going to our website
https://www.advisorpracticemanagement.com/about-us or clicking here
https://practicemanagement.getresponsepages.com/
Fee audit checklist for ideal prospects, click here https://feeaudit.getresponsepages.com/
Call me
Contact us to help get clarity around your goals on paper, and having the goals conversation by contacting grant at grant@ghicks.com or click on the link to set up a no-obligation 20-minute discussion https://my.timetrade.com/book/JMTNJ regardless if we work together, let’s have a chat and listen to your biggest practice management concerns to help you get clarity around your future business.
Grant Hicks, CIM, is President of Advisor Practice Management and co-author of “Guerrilla Marketing For Financial Advisors” 1st and 2nd edition. www.advisorpracticemanagement.com for speaking, workshops or coaching, contact Grant at grant@ghicks.com Grants combined financial advisor clients manage over 5 billion AUM, and earn over $50 million dollars combined!
Enthusiastically yours,
Grant Hicks, CIM, President
Advisor Practice Management
www.advisorpracticemanagement.com
Suite 1625-246 Stewart Green, SW
Calgary, Alberta T3H 3C8
Cell 403 970 8895
Email grant@ghicks.com
PS Where do you want to be in 3 years?
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