As we continue our series in Ironstone’s Fundamental 4™, we explore the common mistakes made in capabilities presentations whereas our last blog showed you how to build one – https://aeschlapia.wordpress.com/2012/03/08/a-capabilities-presentation-a-vital-piece-in-selling-your-firm-learn-how-to-create-your-story-and-what-to-include/
The most vital component of your capabilities presentation is knowing when to share it. Before prospective clients hire you, they want to know:
- What you can do for them
- How qualified you are to do it
- How you will solve their concerns
Amongst many mistakes, the most common is taking the lead and jumping in front of prospects only to give them a detailed list of services offered by your firm.
Establish a process that will build a solid foundation with prospective clients. List the steps that you currently take when holding a first time meeting, review them, and update them to avoid the mistakes and include the components described in this blog.
The Four Components That Must Happen Before You Present Your Capabilities Presentation
- Ask Questions – Your first step is to understand what your clients and prospects need. A capabilities presentation without understanding needs is like a fish out of water. You will find yourself flopping around, looking and begging for water.
- Listen – You can only truly understand their needs if you have given them the floor to speak – free of sales pitches and interruptions. In addition to giving them the chance to explain their wants and needs you must pay attention.
- Build trust – Show that you care for the interests of others before your own gain. Conduct all dealings with clients and prospects with honesty, strength, and your highest ability. Trust cultivates an environment for people to entrust you with their vulnerabilities and allows them to reach out and accept your help. References and client testimonials are two tangible and quick ways to start building trust.
- Show Understanding – Incorporate their concerns in all your communication back to them. This includes your face-to-face feedback, your follow-ups, and ultimately your capabilities presentation.
Once you have established a solid foundation to build on, you are ready to incorporate your Capabilities Presentation. Focus on providing highly effective communication and tailoring a wealth management approach that will fulfill needs and become a solution for your clients and prospects. By redirecting your efforts to where they should be (towards the client and prospect) you will be creating opportunities rather than waiting idly for decisions.
Some Common Mistakes to Avoid During Your Capabilities Presentation:
- Not doing your homework on room set-up, attendees, timing, expectations, agenda
- Not understanding the client’s challenge or criteria for selecting a wealth manager
- Lack of synergy in presentation – too many authors
- Not rehearsing
- Arriving late
- Reading your presentation
- Connecting with the wrong client
- Spending too much time on staging the room and not enough on the presentation
- Pointing fingers at the “Big Guys”
- Disengaged team during the presentation – checking email, yawning, writing notes to each other
- Multiple answers to prospect questions
- Not finishing on time
In new business, you only get one chance to make a GREAT impression.
Your capabilities presentation will ensure that you, your team, and prospective clients know exactly what you do and how you can become a solution to their needs. New business will come your way, by following the guidelines that Ironstone has established. Knowing when to present your capabilities presentation will give you a leading edge over your competitors.
Ironstone can assist you in developing the strategies and tactical questions you need when meeting with a new prospect for the first time and provide agendas and follow-up checklists to ensure vital pieces aren’t falling through the cracks.
Contact us for assistance in starting and improving your Capabilities Presentation. We want to hear from you! Share your best ideas here!
Follow us as we explore each of Ironstone’s Fundamental 4™!
- Strategic Planning
- Business Development
- Operational Effectiveness
- The Human Element
You won’t want to miss our next in the series: Operational Effectiveness-Time Management
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