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Moments of TruthHow to build exceptional relationships with clients,
prospects and introducers
Jon Pittham Jan 2012
…and today is about
setting the scenesetting the scene
moments of truthmoments of truth
mapping the experiencemapping the experience
the sales processthe sales process
what does good feel like?what does good feel like?
…and today is about
setting the scenesetting the scene
moments of truthmoments of truth
mapping the journeymapping the journey
the sales processthe sales process
what does good feel like?what does good feel like?
setting the scene
• deeper relationships
• fewer relationships
• invest more time in gaining clients compared
with transactional
• clients are more sophisticated and expect more
the financial planning approach
setting the scene
• defining the service proposition• understanding value• identifying the touch points• looking from the outside in
understanding what you do
where do your clients fit in?• referral source• great to work withraving fan
• referral source – occasionally• low risk
will promote you, if will promote you, if they remember
• do you want them as a client?they think you’re ok
• at risk• move them up or move them outtake you or leave you
• move them up or move them outdisgruntled
setting the scenesetting the scene
moments of truthmoments of truth
mapping the journeymapping the journey
the sales processthe sales process
what does good feel like?what does good feel like?
…and today is about
moments of truth
an advisory business’s overall performance is
the sum of countless interactions with its
clients and prospects
an advisory business’s overall performance is
the sum of countless interactions with its
clients and prospects
moments of truth
moments of
truthevery direct
interaction with you or your business
every direct interaction with
you or your business
any third party interaction
any third party interactionany non-
interactionany non-
interaction
blog online video
valuation
quoted in the press
emails
printed brochures
social media
sees your sees your office
someone mentions you
telephone
face to face
website
personalised eNews
newsletters
advertisement
seminarsreport
moments of truth
letters
moment of truth
your business
client
All the value is created here
timelypersonalvisualrelevant
remotegenericoutdatedautomated
high impact
low impact
moments of truth
your world
client’s world
all the engagement and value is here
they don’t understand this and they’re probably not interested either
this is what they know and understand
moments of truth
timing is important
high
level of engagement
low
time
event
‘topical is the new technical’
…and today is about
setting the scenesetting the scene
moments of truthmoments of truth
mapping the experiencemapping the experience
the sales processthe sales process
what does good feel like?what does good feel like?
Cycle of Service
Old model?
Cycle of Service
Old model?
Review meetingReview meeting
ValuationValuation
Service Call
Service Call
Cycle of Service
New model?
Cycle of Service
New model?
Review meetingReview meeting Follow
up letterFollow
up letter
NewsletterNewsletter
NewsletterNewsletter
Client SurveyClient Survey
NewsletterNewsletter
NewsletterNewsletter
ValuationValuation
Service Call
Service Call
NewsletterNewsletter
Seminar Invite
Seminar Invite
Budget eShot
Budget eShot
NewsletterNewsletter
Pre-meeting
call
Pre-meeting
call
Something clients never say…..
something clients never say…..
I hear from you too often……
…and today is about
setting the scenesetting the scene
moments of truthmoments of truth
mapping the journeymapping the journey
the sales processthe sales process
what does good feel like?what does good feel like?
the sales process
• prospects aren’t looking for you
• they don’t need what you have
• their existing adviser does a great job
• they don’t know you exist….
you’ve a great proposition BUT
setting the scene
sales and marketing is the mostimportant function in your
business
sales and marketing is the mostimportant function in your
business
the sales process
why does theprospect buy
from you?
the sales process
why does the prospect buy
from you?
they want peace of
mind?
they want peace of
mind?
they want a
secure future?
they want a
secure future?
they want
more money?
they want
more money? they want a
work life balance?
they want a work life balance?
they want lifestyle
fulfilment?
they want lifestyle
fulfilment?
the sales process
why does the prospect buy
from you?
they want peace of
mind?
they want peace of
mind?
they want a
secure future?
they want a
secure future?
they want
more money?
they want
more money? they want a
work life balance?
they want a work life balance?
they want lifestyle
fulfilment?
they want lifestyle
fulfilment?
the sales process
Why does the prospect buy
from you?
Why does the prospect buy
from you?
because they know, like and
trust you
the sales process
trustwithout trust there is no planning
relationship
how advisory relationships are built
credibilitycredibility rapportrapport trusttrust
the sales process
the sales process
clients buy you
confidenceconfidence
authenticityauthenticity
authorityauthority
using moments of truth to build prospect relationships
Time
Moment of Truth
Rela
tion
ship
It’s about finding the right balance
Easy on the eyeEasy on the eye
AuthenticAuthentic
PersonalPersonal
Their worldTheir world
Frequent/timelyFrequent/timely
InformativeInformative
RelevantRelevant
EngagingEngaging
the sales process
MistrustMy current adviser
does a good jobI don’t know this guy
I’m not interested
MistrustMy current adviser
does a good jobI don’t know this guy
I’m not interested
I think I like this guy
He seems to know what he’s talking about
I think I like this guy
He seems to know what he’s talking about
My adviser doesn’t do thisHe understands
my worldI think we’d
get along
My adviser doesn’t do thisHe understands
my worldI think we’d
get along
I want to find out
more
I want to find out
more
the sales process
MistrustMy current adviser
does a good jobI don’t know this guy
I’m not interested
MistrustMy current adviser
does a good jobI don’t know this guy
I’m not interested
I think I like this guy
He seems to know what he’s talking about
I think I like this guy
He seems to know what he’s talking about
My adviser doesn’t do thisHe understands
my worldI think we’d
get along
My adviser doesn’t do thisHe understands
my worldI think we’d
get along
I want to find out
more
I want to find out
more
Sees an article you’ve written
Meets you briefly at a
seminar
Sees an article you’ve written
Meets you briefly at a
seminar
Visits your website
Has a friend who’s a client
Hears about you from a colleague
Visits your website
Has a friend who’s a client
Hears about you from a colleague
Reads an article you’ve written
Subscribes to your newsletter
Sees you quoted in the press
Reads an article you’ve written
Subscribes to your newsletter
Sees you quoted in the press
Meets with you
Meets with you
create the opportunities…..
the sales process
your target market
your messagewhat do they see? what do they hear? how do they feel?
Channel CChannel BChannel Aroutes
to
market
the sales process
your target market
accountants
routesto
marketsolicitors
referrals
networking
writing
seminars / public
speaking
PRtelesales
coaches / consultants
the sales processaccountants
seminars
referrals
nurture and follow up
create moments of
truth
the sales process
managing pipeline
quantify the leadquantify the lead
activityactivity
use a CRMuse a CRM
set goalsset
goals
the sales process
• how, what, whendefine your
contact strategy
define your contact strategy
• how does it make the prospect ‘feel’• can you be seen?• is it their world?
examine every MoT
examine every MoT
• frequency?• methods?
where are the gaps?
where are the gaps?
the sales process
potential clients should be…ü seeing your articles
ü receiving your emails
ü hearing you speak
ü connected on social media
ü hearing about you from others
ü bumping into you at social and work events
provide opportunities for prospects or clients to
form an opinion of you
moments of truth
…and today is about
setting the scenesetting the scene
moments of truthmoments of truth
mapping the journeymapping the journey
what does good feel like? what does good feel like?
the sales processthe sales process
How do we currently connect
• Factual and technical• Our world, our language• Lack of brand and design• We don’t provide choice• Slow to react• Too long• Probably not enough
Appeal to the eyes
• Be visible – stand out• Use your brand across all your collateral• Good design is important• Be easy on the eye
get personal
• share your opinions and thoughts• use humour, but only appropriately• use (real) people photos• personalise wherever possible
be authentic
how do you make it happen?
summary
• create moments of truth• fill and nurture the pipeline• sell yourself - be authentic,
confident, an authority• it’s emotional• their world, not yours
Dedicated to helping you connect with your clients, prospects and introducers
www.clients-first.co.ukwww.ifa-newsletters.co.uk
@clientsfirstUK@jonpittham
0845 3037788
