What can you do to make that happen? Two things: 1) immediately launch a proactive communication program. 2) demonstrate your value. Let's look how to do each one.

Proactive Communication. These are approaches to paint with a broad brush. How do you normally contact your clients? Start doing it. And, add other media. So, send a personal note or greeting card to every client and hot prospect. For the most important ones, have a messenger hand-deliver a package. It almost doesn't matter what the contains is, as long as it's relevant to your work that person. If you send a newsletter, hand write a note on it. If you're comfortable with groups, start hosting small meetings with three of four clients, at a restaurant where you buy pie and coffee. None of this is selling of any products. It is only selling yourself and your credibility.
Demonstrate Value. This is how you paint with a detail brush – a personal touch. Place phone calls and talk with each client and hot prospect. Facilitate a conversation about the economy. Explain how today's problems came to be. Explain that the best investment gurus have lost zillions of dollars. Show how you personally did not cause the market to correct, but that you were caught unaware like everyone else. Explain that you, too, have lost money just like they have. And, explain how you can guide them (and you) out of this mess. Talk about their personal lives and their goals. Get real with them. Do not be a sales person! Approach them as a friend who happens to be an expert.

If you read my articles, you know that I often write about professional credibility. Isn't that what we're talking about here? Isn't Sophie actually based on a perceived lack of credibility? Realize that credibility is not based on your credentials or how much you know about your products. It's not based on how long you've been in the business or how many sales contests you've won. But, that's what many advisors think. Let's look at one of the graphics we developed while writing our book Axis of Influence. The book explains how you can use likeability and credibility to build your business. Talk about relevance!

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