Financial adviser marketing - how you engage with clients and the stories you share can help build effective relationships with clients and business partners. Sharing stories helps articulate your value and displaying engaging characteristics ensures people will want to connect with you and listen to the advice you have.

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Creating Well Meaning Client Relationships
You’ll Gain More Credibility Through the Characteristics You Display & The Stories You Share!

3. Whatʼs going on?
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4. Whatʼs really going on?
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5. What characteristics are
engaging?
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Adviserʼs Emotions
Confident
Conviction
Certainty
Empathetic
Clientʼs Emotions
Uncomfortable
Uncertain
Unstable
Stressed
TransitionCurrent
State
Future
State

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Why?
We delete, distort and generalise – storytelling bypasses these blocks.
People make decisions based on emotions and reason with logic later.
Storytelling is attention getting.

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Framework for story telling
This isnʼt a case study
Middle
Overcome obstacles
Beginning
The
end

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Storytelling Framework
1. State the shared goals – what are the possible shared goals between the client in front of you and your previous client?
2.Describe the characteristics/emotions of the hero (the previous client) why should your client listen? How is she like the
listener?
3. What goes wrong for the hero? What are the bad decisions they made or didnʼt make?
4. How does your hero triumph? You are the resource that gives them the news strength.
5. Who is transformed? Describe how the heroʼs world changed as a result of the triumph, remembering that this is what
your listener is buying from you.
*Important – never assume itʼs OK to share a story, always ask permission “Would you mind if I shared a story with you?” and
always make up the names “Iʼll call the client Jack”

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w
srscc.com.au
m
0458
491
664
e
rachel@srscc.com.au
s
rachel.staggs
t
@staggsie

13. Thanks!The Financial Services Specialists
© SRS Coaching & Consulting — The financial sercives specialists