How to Attract Non-Clients

If you've worked with me any amount of time, you know I like to do things that are a little more unpredictable. So when I read this?Knowledge article called, "How to Create Your Blue Ocean Through Noncustomer Analysis" I was like - hell yeah!?

Let me break it down for you in Financial Services terms and why I predict 2023 can be a great year for those who listen.

IDEA

Throw out the idea that the client is first. Like, seriously - put it in the garbage can and let it go. It's created extremely small segments of business and in an economy like we have in 2022/2023 - it's too expensive for most businesses to be profitable. Instead, what if you focused on the non-client??

WHY

You want to unlock a new set of possible clients. You heard that right. And, why would you do that exactly? Because everyone else is so busy niching down and are not paying attention to who their non-client REALLY is. (Psst. That's where you come in.)

WHO ARE NON-CLIENTS

Most organizations and business owners have no idea who their non-client is.

• They could be a competitor's client (or not).
• They could be using a different service (or not).
• For the most part, these are individuals who aren't using ANYONE in your profession, though. (And there's a lot of them.)

THREE TYPES OF NON-CLIENTS

1. Soon-To-Be Non-Clients.?For whatever the reason, they're pissed off at financial services. Maybe a 401(k) didn't perform the way they expected? Maybe they got turned down for a life insurance policy? Maybe their planning didn't give them the result they hoped for. And because there aren't professionals they can relate to, this non-client is just ticked off in general.
2. Refusing Non-Clients.?These are clients who make decisions about financial services and their professionals without knowing all the details. They reject the idea that planning can be affordable. They reject the possibility that they can get life insurance. They reject the idea that technology can help them. Something drove them away to be a refusing non-client.
3. Unexplored Non-Clients.?This one is really far away from your offering. These are individuals who never even thought they could be a financial planning client, ever. They either feel they aren't good enough to be a client, rich enough to be a client, you get the idea. They literally self-selected themselves out. These folks are DIYers and that can be good or bad, depending on how they've managed so far.?

WHY DO I CARE ABOUT THESE, SHERYL?

In two words, pain points. You see, in the work we do in financial services we understand pain points very well. In each scenario above, you can create an offering that speaks individually to each non-client, thus, making them a potential client.?

To quote?the article exactly on what your next steps are,?"Do you know who your noncustomers are and what it takes to deliver what they value??Or, have you been so focused on your industry’s existing customers that you cannot see beyond this narrow frame??How will you go about reframing such a mindset to create and capture expanding growth opportunities??It is time to delineate your three tiers of noncustomers and build on the powerful commonalities in what they value."

Stay well -

Sheryl Hickerson, CEO - Females and Finance

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Sheryl Hickerson, CEO of Females and Finance, has proudly worked in the financial services profession for 33 years. She is an international speaker, an award-winning diversity advocate in the financial services community, and an award-winning financial services marketer.

This blog originally appeared on the Females and Finance website?found here.