From Financial Salesperson to Financial Wellness Provider: How a Shift in Client Perception Can Open Up New Opportunities
Financial services professionals often are perceived as salespeople. Unfortunately, the average person often views salespeople in a negative light.
Salespeople built this country. They’re a vital part of the economy, connecting people with the goods and services they need. But don’t try explaining that to your potential clients. Instead, shift the conversation to your real role.
Your True Role: Helping People Reach Their Financial Goals
At the root of your financial service business lies a commitment to helping your clients work more effectively toward their goals. This objective requires you to understand their situations and future plans and create strategies for them that align with their unique financial and psychological characteristics.
The sales aspect of your relationship is only a fraction of what you do; yet many people perceive you as a salesperson. This judgment can negatively affect their interactions with you and limit your opportunities for conversation because people don’t want to be “sold something.”
Benefits of Financial Wellness Positioning
Changing people’s perceptions of you – from financial salesperson to financial wellness educator and advocate – opens up opportunities and breaks down the barriers that make people hesitant to talk with you.
Educator Positioning
People feel more comfortable asking you questions and have confidence that you will try to educate them versus sell them something.
Advocate Positioning
Aligns your brand with a social cause with which the majority of people agree. This opens up opportunities for new connections.
Subtle Shifts in Your Brand and Regular Action Yield Results
For those working in financial services already, shifting your focus does not require a complete brand overhaul. Instead, just make subtle shifts in your positioning and activities that show you are a true financial wellness educator and advocate – not just someone who adds a few sentences to your website.
Today, just saying you donate to financial wellness or mentioning it in a few places is not enough. People want to see a social cause integrated into the core DNA of your brand. They want to see your commitment to empowering your community with financial wellness. This social impact effort requires active participation and deep brand alignment.
Multiply Your Impact with Financial Wellness Leadership
Taking a leadership role in your community’s financial wellness positions you well above financial salespeople, even above those who have some integration of financial wellness into their brand.
Financial literacy leadership positioning opens up opportunities to connect with potential customers, community leaders, and a diverse group of stakeholders. All these contacts can help you propel the movement forward to promote financial wellness and your business.
