Ideal client acquisition is the only sustainable growth path for serious professional advisors. Let’s be honest…you are already successful and for you to personally invest time in business development it has to be worth it on multiple levels.
In my book Can I Borrow Your Car? How Successful Financial Advisers Can Grow Their Business and Love Their Life, I show how this concept applies not only to financial advisors but also to CPAs, attorneys, consultants, coaches, and specialists in the M&A and investment banking communities.
Too often, ideal client acquisition is treated as a reactive process, especially when it comes to referrals.
Great marketing distinguishes itself from advertising. Advertising is about paying for attention or appointments. Marketing, done right, is about intentionally attracting exactly the right people.
You should not market like Walmart if you are running a one, ten, or even fifty person professional firm. You need to market as who you are, not as a faceless conglomerate.
The more successful your firm becomes, the more dangerous nonideal clients can be, especially when they have cost you time and money to acquire. This road leads to burn out and staff turnover.
If you’re interested in taking your business a step further, head over to my Substack to read the full article and subscribe to Can I Borrow Your Car.
