I recently read a wonderfully-written article by Clara Shih, CEO of Hearsay Social, which is the provider of a leading social business platform for financial services, on the subject of the future of financial advisors. The headline is, “Will Financial Advisors Become Obsolete?”
The question of obsolescence, she surmises, is one many professional services experts have to face.
Automated investment services, “robo-advice”, overseas outsourcing, and online legal services are very real threats. In an environment where services once performed by humans are being replaced by online technologies — think Wealthfront, Turbo Tax, ZoomLegal, E*Trade — professional services experts need to position themselves differently, and fast.
TWO MAJOR REALITIES IMPACTING YOUR ABILITY TO GET CLIENTS
- Prospective clients are conducting extensive research online in order to create a short list of services and individuals they are wiling to further pursue offline.
- During their online search, they realize they have technology solution alternatives, in some cases, excluding you from even being considered.
HOW TO RESPOND TO THESE REALITIES
- Be able to articulate the value you provide that is not at risk of being automated or replaced by technology.
- Don’t assume your prospective client doesn’t know what the technology options are. Address these technologies, their benefits and limitations. Within that context, present the benefits of your expertise.
- Translate your value into an online brand (written word, audio, video and images.) You want your first impression (online), to build trust and get you the highly sought-after second impression (offline).
- Make sure your brand is findable and well-represented across social, digital and mobile.
- Be as niche as possible to cut through the vast sea of options.
- Spend time sharing your expertise in venues where your buyers are conducting research online. (LinkedIn, Forums, YouTube, Guest blogs)
- Be prepared to provide high-touch, top customer service experiences, both online and off, even before they become a customer.
If you need help figuring out what your unique value, niche and high-touch services are and/or you’re ready to translate those into a social, mobile digital brand, I can help.
Only those that pivot in quickly changing times, will survive and thrive.
Celina Guerrero is founder of Los Angeles-based social sales strategy and training company, Social to Sales. We help you transform expertise into revenue.
Interested in learning more? Contact Celina at 310-994-8099, email me at firstname.lastname@example.org, or sign up for our weekly e-news and blog updates by clicking HERE.