I encourage advisors to form a strategic alliance with a business that already has relationships with clients who could become those advisors’ prospects and clients. In one particular case, with the content that we wanted to present, the logical choice was the best women’s clothing store in town.
The idea was to create an event, a luncheon, that combined the clients of both the advisor and the clothing store. Invitations were sent out to the two client groups. This was an excellent opportunity for both businesses to increase their visibility within the community. It also enhanced their implied credibility. The financial advisor would make a presentation on women and investing while the women’s store would have models show their latest clothing line. Might this idea also work for other businesses? What about a jewelry store?
Who can you work with?
Take a moment now and write down three businesses in your community that you can approach with this idea. Contact them and join efforts to create a memorable event. These joint ventures allow for cost and resource sharing. It is a true win/win for you the advisor and the other business.
A side note here: The most common reaction I get to this idea is from the advisor who says, “You mean I’ve got to get up and speak? But I’m not a good speaker. I can’t make a presentation in front of a crowd.” Well, it’s been said that luck is where preparation and opportunity intersect, so why not adequately prepare?
Have you ever attended a Broadway show? If so, you’re familiar with the quality of these productions. What you may not appreciate are the hours and hours of preparation and practice that go into putting on the production. This is a proven formula for success.
Secrets to connecting with your audience.
Early on in my career I asked a successful advisor how he became such an accomplished speaker. His solution was simple. Prior to the evening of the seminar, it was not uncommon for him to deliver his presentation numerous times to an audience of one: his mirror. That enabled him to work out the proper pauses and correct voice inflections and to practice necessary mannerisms to connect with his audience. It also allowed him to become increasingly comfortable with the presentation and enabled him to anticipate the points that would prompt questions from the audience.
By showing up to the seminar well rested, relaxed, and confident, he was able to communicate his topics to his audience in a deliberate and understandable way. As Plato wrote, “The first and best victory is to conquer self.” Once you can do this, you will be able to present with a clear mind that will be open to all the possibilities and opportunities around you.
If you really want to see your business explode, take the time to prepare a presentation on a topic you’re passionate about. The famous golfer Gary Player summed it up perfectly when he said, “The harder you work, the luckier you get.” How true.