Send me a sample toolkit.

Please complete the form below and we’ll send you a sample toolkit.

Please fill all the fields marked*

*Thank you for the interest. Kindly note, we will forward the material request and follow up with you directly for the purpose of a one-to-one review between you and our team lead. You will NOT be contacted if your details are not complete or industry specific. We will NOT provide your contact details to others, we will NOT put you in an email list, or SPAM you.

Insights | November 28, 2016

The What, the Why and the How

We’ve talked about the ‘what’ of your practice vs. the ‘why and the how,’ but what is the real difference?

The thing about ‘what’ is that it’s a statement of a (proposed) fact. At the end of the sentence is the end of the line — the prospect either believes it or does not. You might guess that a ‘what’ sentence on its own usually doesn’t do well.

‘What’ might be a dead end, but ‘why’ and ‘how’ offer a way in. They are accessible via logic, experience, existing beliefs, and so on.

Instead of approaching prospective clients with a take-it-or-leave-it stone wall, try being brave enough to say “here’s why we’re in this business” or “here’s how we build portfolios that are different and better than you’ll find elsewhere.” Open the door to possibility by telling them something in which they might see logical strength, a belief system that they share, or a story that overlaps with their personal experience.

No, they aren’t going to send you a cheque that second, but that’s how you start a conversation. That’s how you form a connection with people who know nothing about you.

Comments are closed.

< Previous Post
Get right to the point.
Next Post >
People aren’t as set in their ways as you think.

Top Posts

Sign up for our newsletter

Sign up to get growth, branding and practice management tips right to your inbox.

Subscribe for Our Content

Learn how to take your practice to the next level, with ideas and resources from some of the best practices in the industry.

By subscribing, I accept the privacy terms and I give my consent to receive AdvisorBranding e-mails about the latest newsletters.