On this episode, an interview with Dan Kennedy – a multimillionaire, serial entrepreneur, strategic advisor and marketing consultant with success spanning more than four decades. Dan is also author of the popular “No B.S.” book series. He directly influences more than a million business owners annually. In this interview, Dan offers some great insights into connecting with affluent customers and the traits that separate successful advisors from unsuccessful ones.
01:50 Who are the affluent – what are some of the best ways for advisers to connect with them?
04:00 Dan says the key to attracting and creating trust with the affluent is all about understanding them intellectually, emotionally and experientially – and how they make decisions.
08:10 The ROI of landing even just one affluent client is exponential because, as Dan puts it, these people will often “clone themselves.”
09:45 On the other hand, taking on less-affluent clients can actually lead to more unproductive work.
10:50 Dan talks about a matrix of 21 different tactics that people who deal with high net worth clients can use.
11:20 When it comes to marketing, Dan says the affluent speak a different language than everyone else.
13:50 When it comes to trust, Dan says, most of the things you’d think would create it really have little or no impact – and can actually be detrimental to building trust.
15:00 This leads to Dan’s concept of “points of affinity,” which are important to leverage and build into your marketing. Lacking them can create a problem connecting and therefore closing the sale. He gives an example of how he helped a client overcome such a problem.
17:35 Dan talks about the differences he sees between successful and unsuccessful people.
20:35 Dan talks about ways of crafting one’s personality and creating “celebrity.”
23:15 When it comes to customizing presentations – especially for the affluent – some advisors may look to impress with a presentation chock full of fancy graphics and pie charts. But Dan says these are less important than most people think.