The Elements Ironstone Blog

Current news and trending topics for sales and financial industry professionals


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ENGAGEMENT: GET YOUR A$$ INTO GEAR!

As an extension of our Q2 newsletter, here is a deeper look into the factors that influence and shape engagement:

Infrastructure

As soon as your practice adds support staff, the question of structure rears its head. At first, with only one or two people assisting you, that may seem a rather silly concern. But add enough staff, or grow to the silo (multiple advisors sharing space and in many cases staff with different client bases) or ensemble (multiple advisors with shared staff working together) models, and suddenly it becomes a very real issue. Choosing the right structure is intimately related to the next issue—roles.

Roles

The hierarchical organizational structure that defined American business for so long is rapidly falling by the wayside. Today who does what, and who is responsible for what, should have less to do with title or position than with aptitude and desire. As an advisor managing a team, you’re fortunate—you have much more latitude than, for example, a department head at a Fortune 500 company. Ironstone can show you how to make the most of this freedom.

Recruiting and Retention

Your practice won’t have the headcount to allow for any Hamsters—there’s just nowhere for them to hide. That’s the good news. The bad news is that a small staff means that every member has significant impact, and that in turn means you can’t afford to hire the wrong person. How, then, do you select people who will be easily engaged? We’ll show you the keys to an effective process.

Compensation

Engaged employees focus first on what they produce for the organization, but that doesn’t mean that compensation is irrelevant. An engaged employee is a valuable resource, and a key team member who can be just as engaged with another employer for more money is likely to depart sooner rather than later. Learn how best to balance your total compensation package to retain your team.

Non-monetary Rewards

Money matters, but there is much more than money that matters. Recognition is consistently cited as among the most effective motivators, and you should never underestimate its impact in the close-knit environment of your practice. Constructing appropriate incentive systems above and beyond base compensation that will achieve the desired result is also crucial. Our workshop will offer creative approaches to this challenge.

Self-development

One of the best ways to retain engaged team members is to provide a clear path to greater responsibility and assist your people in progressing along it. In some cases that may even mean that they one day move from support staff to being an advisor themselves. Facilitating that process instead of standing in the way will earn you tremendous loyalty.

Assessment Tools

There are a number of tools available, and Ironstone can help both you and your team members recognize where their aptitudes and preferences lie—and no, many of them won’t actually know, especially in the case of something they’ve never done before. The Myers-Briggs Type Indicator and Profiles International Assessment are examples of instruments with a tested theoretical base and extensive use, and we’ll show you how best to apply them.

Evaluation

Most companies require some form of employee evaluation. Performance reviews are often a dreaded chore for both manager and employee—which is why you may have decided to forego the process in your practice—but what if you could transform it into something of true value? Ironstone can show you how.

Coaching

Helping your team members achieve maximum value to your practice and maximum personal satisfaction won’t happen magically or overnight. It requires consistent and ongoing guidance, feedback, and communication. Our workshops will show you how to coach consistently and effectively.


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Understanding Purposeful Meaning In Your Client Service Matrix

A service matrix is an established unique resource in the financial industry. It provides you with a comparative analysis of your service offerings and differentiates you from your competitors.

Creating a service matrix will help you identify the level of service your clients will receive when they work with your firm. By clearly defining and evaluating your services, you will have the ability to provide value to your clients and the level of service they desire. Build your service matrix to gain strategic insight into the unique needs of each of your client groups and continuously modify it as a part of your firms client engagement strategy.

A client service matrix serves several purposes:
• Encourages clients & prospects to use your firm for all of their financial planning needs
• Clarifies what service levels each client can expect
• Aligns advisor time and resources
• Provides a way to thank your most loyal clients

When creating or evaluating your client service matrix consider surveying your current clients to determine what services they would like. High net worth clients will be attracted to your firm as you provide more personal attention. Create a list of the services you currently provide and a separate list of the services that you would like to provide. Determine which clients will receive each of your services.

Two levers that you can control in your service matrix are service level and sales effort.
Service Level: determine the appropriate level of service to provide to the different levels in your client segmentation plan. (read our blog on Client Segmentation-insert link here)
Sales Effort: control the level of effort that you will put towards client retention, gaining referrals, adding new services and promoting new products by pursuing the right opportunities with aligned client segments. This will provide increased revenue for your firm.

In order to maximize on your services, focus on what you do best. Providing high-quality personal service to your clients and prospects is more important than providing many mediocre services.

As you create and evaluate your service matrix, assess each process in relation to attractiveness (is it what clients want?) and is it providing your client with value. Evaluate processes that can be eliminated and identify which processes align with your mission statement. Your services should have few competitive alternatives and your firm’s offerings should be very strong.

Your client service matrix will allow you to hone in on the unique needs of each of your clients. Understanding that each of your clients has unique needs will ensure efficient client service delivery.

“In business, words are words, explanations are explanations, promises are promises, but only performance is reality.” Harold Geneen

Ironstone can assist you in developing a client/prospect service matrix. We specialize in identifying gaps in your existing plan and will collaborate with you to develop solutions that are parallel in achieving the results your desire.

Contact us for assistance in starting and improving your Service Matrix. We want to hear from you! Share your best ideas here! What services do you provide that are unique from your competitors? We always love hearing from you!

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: The Human Element-Hiring & Onboarding
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