A winning presentation for financial advisors: Lead with your story

One way to establish credibility as an expert is to use what Caleb Guilliams calls “other people’s audiences.”

Guilliams, founder and CEO of Betterwealth, spoke about ways to craft a message and “win the stage” at Thursday’s portion of the National Association of Insurance and Financial Advisors Apex conference in Phoenix.

He outlined ways to use the power of story to get your message in front of diverse groups.

Guilliams listed the three components of “a killer stage game.”

1. The message.
2. Winning the stage.
3. Scaling from the stage – having people want to work with you.

A successful presentation means delivering a compelling story, Guilliams said. First, your story must resonate with your audience. You must make sure your audience knows you are the expert. You also must share your “why” in your story.

“People don’t buy what we do, they buy why we do it,” he said.

A great story has five parts, Guilliams said.

1. Where you were.
2. What you did not like about where you were.
3. What you found when you were there.
4. Where you are now, or why you are excited about the future.
5. How you can teach your audience.

 

A successful presentation also requires an outline and Guilliams provided a list of the components of that outline.

1. Opening story.
2. Transition – road map to the conclusion.
3. Content topics that will be covered.
4. Transition from the content to the close.
5. Call to action.
6. Closing story.

Stages are everywhere, Guilliams said. Advisors can find stages in podcasts, YouTube and other social media, association meetings, conferences, webinars and internal company trainings.

After researching which stage or platform you want to use for your presentation, the next step is to reach the decision maker.

“Ask them how you can add value to their members,” he said.