Elevate your discovery process to help win great clients
As an adviser, honing your skills in asking the deep discovery questions sets the tone for a superior client experience. These simple steps may help you build trust more quickly while completing a more thorough client discovery.
The volume of discovery meeting checklists and questionnaires available today highlights that collecting the key information required to deliver truly integrated wealth management solutions is arduous and time consuming. Before familiarity and trust are firmly established, it can be downright impossible, because many clients are understandably hesitant to reveal their values, goals, relationships, assets, other advisers/subject matter experts, preferences and interests. Yet, that information has become table stakes in the ever-evolving world of Wealth Management in the high net worth (HNW) and ultra-high net worth (UHNW) space and is necessary to meet basic advisory and suitability requirements.
So, how can advisers succeed in building trust quickly--to move the process along--and distinctively--so your brand is differentiated right from the get-go in your relationship with a new client?
Curiosity is key. It is the foundation of invention, innovation and evolution. In the realm of interpersonal relationships, curiosity is also the foundation of trust and familiarity. Practically speaking, for advisers, that entails developing an interactive and genuine discovery process.Everyone has a story, and most people love to have the opportunity to tell it to a curious and captive audience. The key here as an adviser is to show that you genuinely care about the client's success, not just your own by:
- demonstrating genuine curiosity
- being open and honest about what purpose this information-gathering serves. Explain how your process is designed to build the right team of subject matter experts around the client's family and avoid gaps in their overall financial plan.
How can you achieve this?
1.) Truly prepare
It should be obvious, but I have been in too many painful, awkward, wing-it style discovery meetings to count.
- Be curious! Research the client, their business, job, family, where they live and any documents you may have in advance of the meeting. Knowledge builds confidence and it will come through in the first meeting.
- Further research any potential information you learn from your sleuthing. For example, statistics and market information related to businesses or practices the client owns. It could give you the one piece of information that propels you quickly into the role of primary trusted adviser.
- Know where the meeting location is and how long it will take to get there—and be on time.
2.) Truly listen
Discovery conversations are going to be much more productive and revealing if you give the client the space and the time to do the talking--and do an excellent job of listening.
Research studies by Jeff Belkora, PhD, have examined and measured the time advisers spend talking, versus listening, during client meetings and the verdict is: they talk too much. They do not ask the right questions and aren't listening. Dr. Belkora's programs focus on engineering conversations and communication styles to ensure that clients do most of the talking and the results have been associated with increased client attraction, enrolment, retention, consolidation, referrals and revenue1.
If you use our talk time primarily to ask questions, we should be on a better path. Of course, not all questions are created equally. Open ended questions that build on what the client has shared will help further and deepen the conversation. Listen between the lines for answers to the unasked questions--and ask the client to explain their thought process.
3.) Truly engage the client
An inclusive, robust and fun discovery process can create a memorable and elevated first time experience for the client.
- Tailor your discussion to your client's communication style. For instance, family-minded clients may appreciate a narrative around how the attainment of goals may impact those they care about.
- Use relevant and relatable stories to also gain information on the emotional side of the equation. It’s important to gain a firm handle on an investor's emotional and behavioural view of money. You can do this by asking about what they like, dislike, want to avoid, etc.
There are countless ways to prospect for new clients. Successfully converting them from prospect to loyal client status is the holy grail for advisers. Having an engaging discovery process centred around genuine curiosity and openness is key.
Be curious, creative and potentially win great clients!