How Owning your Origin Story Fuels Sales

One of the things I hear most frequently from my Advisor clients is:

How can I differentiate myself from every other Advisor?

First, a bit of a wake-up call. I have coached thousands of Advisors from most of the financial firms in Canada, and several in the United States. One of the most common aspects of Advisors’ UVP or Unique Value Proposition goes something like this:

At ABC Financial Firm, we have a unique process in helping our Clients achieve their financial goals. We take the time to learn everything about your current financial situation and needs, and your future needs and goals. Then, we put together a comprehensive financial plan that will get you there!

Sound familiar? Now, your firm may call it a Three-Step or Five-Step plan, or call it a Roadmap, but the process is nearly identical. Why? Because this is KYC 101, and it is required by law.

Hate to break it to you, but every financial firm does this, and there is, in fact, nothing unique about it.

So, when you ask: ‘how can I differentiate myself from every other Advisor?’, this is a valid concern.

What is the answer?

You. You are the answer.

No one on the planet has exactly the same combination of life experience, passions, thoughts, beliefs and talents as you do.

I don’t say this in a ‘you are a Special Snowflake’ way, but instead to encourage you to own your origin story.

Most of us spend decades of our lives trying to escape some, or all, of the challenges we experienced. You can read some of mine, here. We are often embarrassed by aspects of our lives. The idea of making them a part of our value proposition would make us cringe.

But this is the richness that makes you, you. And believe me, if you have struggled with something, there are many more people who have struggled with it, too. They could benefit from what you know.

Here are a few of reasons why leaning into, instead of away from, your Origin Story is fuel for increasing sales:

1. When people understand and trust your motivation, they trust you.
2. When you can communicate the origin of your deeply held beliefs and the valuable lessons learned, they become powerful key messages that add weight to your recommendations.

Example.

Instead of saying ‘Putting all your money in stocks is not a sound approach to building wealth’, you could say:

‘I grew up in a farming family. We didn’t grow more hay than we needed, just to have more hay. We grew what was needed to feed the herd. Then we put additional resources into equipment or crop science. It all works together to build wealth and stability.’

Which is more memorable? Which key message would make you stand out as unique?

3. The more connected you are to the value of your life lessons, and how they inform your approach to financial planning, the more compelling and alive you will be in your calls and meetings.

That kind of passion and authenticity is irresistible. And by the way, once you have done the work to connect the dots for yourself, being wholly who you are feels amazing! You have eliminated inner conflicts, and the energy they burned is now freed up and available to you for living!

Another example:

I was raised by a single mother. When I was 11, she said to me ‘I will work hard to get you everything you need. You need to work hard to earn everything you want.’ I had my first part-time job at twelve, and growing up, I always had money. My mom instilled in me a strong work ethic, and I learned that you can create the life you want, no matter where you start from. I get so excited to show Clients what they can accomplish, and how to do it!

I’ve worked with many Advisors who didn’t want to share that the reason they got into the business is because they needed money; grew up poor; felt desperate and wanted a good income. They felt bad because their overriding motivation wasn’t ‘to help others’.

I’ve helped Advisors whose house burned down, who failed at college or were fired from jobs. I’ve helped many Advisors who got high marks everywhere and did all the right things but can’t shake Imposter Syndrome.

In each of these situations, there is tremendous life wisdom that is probably informing your work as an Advisor. It only takes a shift in perspective and a marshalling of that wisdom into clear messages you can use.

If you’re excited to get started, here are a couple of guidelines:

First. You can’t leverage a lesson until you have, well, learned it. If you are still traumatized by something, it’s not ready to share in Client meetings.

Second. Owning your Origin Story in a way that can fuel your sales conversations takes time and some crafting of key messages. You can do it on your own, but it’s tough. It’s much easier and more effective to work with a coach who can offer skill, objectivity and compassion.

I’ve worked with thousands of Advisors since 2002 and one of my favourite things is to pull your brilliance out of you and help you put it all together in a way that makes you excited to communicate it to clients.

There is GOLD in your Origin Story. Own it!

Message me if you want help with the excavation.

#trustedadvisor #confidence

Kira Callahan is an expert sales conversation coach serving the financial industry. Her private clients typically experience 30% – 100% increase in appointments and business booked. To discuss your goals, message Kira through LinkedIn https://www.dhirubhai.net/in/kiracallahan/ Or send an email to [email protected]