Financial Advisors: There’s a New Sheriff in Town

By: Adri Miller-Heckman

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Women financial advisors are unleashing their unique feminine strengths to lead the industry to a more holistic and authentic style of managing people and money. In an industry designed by and for men, female advisors are creating more gender balance by transforming the culture and creating a massive paradigm shift in how business is done.

While it’s essential to acknowledge women bring unique and powerful skill sets to the role of a financial advisor, women advisors need a new model, process, and business plan in order to maximize their strengths as women to create exponential business growth.

No longer willing to become the prospecting cowboy, women advisors’ ability to build and nurture relationships is having a far greater impact on both business growth and client satisfaction. Instead of constantly promoting self, it’s about listening, learning, and understanding, all of which build relationships and trust ten times faster.

[Related: Advice On Building Trust From Business Advisors Who’ve Been There]

Women’s desires to interact, to network, and to be part of a community allow them the opportunity to attract new business rather than chasing down “hot prospects” while feeling like a stalker. By opening with their purpose as a financial advisor, they immediately intrigue and attract more interest faster.

While learning how to sell a product is a valuable skill for most female advisors, the underlying objective to persuade others feels uncomfortable and lacks the sincerity they crave. When focused on who they are truly destined to help and why, their passion is ignited and their message welcomed.

This less intrusive approach leads to more fruitful conversations about new ideas and strategies. This softer, more purposeful approach creates a magnetic energy that leads the listener to move out of their comfort zone and consider making changes, moving them closer to becoming a client.

[Related: The Old Way of Investing vs. The New Way]

Last, “closing the deal.” While it’s important to have a defined process for women advisors, it’s more about motivating the client to take the next step to improve their life.

By focusing on the feelings of success, the feelings of security, and the many other benefits that drive women and couples to make big decisions, they are better able to move the prospect to become a client in a more gentle, yet highly productive manner. This process instills more ownership in the client, creating a team environment. This naturally introduces a stronger client commitment to the process, generating better outcomes for both the client and the advisor, which ultimately inspires more referrals and reduces the risk of attrition.

The role of the financial advisor is no longer about riding in with guns blazing. The new model for advisor driven by the strengths of women enhances every advisor’s ability to build stronger relationships with increased trust. They are able to inspire more interest faster, and then gently motivate prospects and clients to make smarter, more productive financial decisions.

[Related: To Serve its Clients, the Wealth Management Industry Must Recruit and Develop More Women]

Adri Miller-Heckman is the leading femologist and coach in the financial services industry. Her real-life experience building a financial practice focused on women, combined with years as a National Training Officer with Smith Barney and of coaching advisors in marketing to women, marks her as a pioneer in the women and finance arena. She has helped thousands of financial advisors tap into the lucrative market of female investors, and is ready to share her proprietary femXadvisor process to help you attract and retain women of wealth.

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