It takes change to make change.

The individuals you’d most like to work with are probably already getting advice from someone. For them, switching advisors is not something that’s done lightly or often.

But change precipitates change, and people tend to be much more open to new options when they’re faced with major shifts in their lives. It’s no coincidence that retirement planning is a massive component of the financial services industry, and most advisors are familiar with the stat that up to 70% of widows leave their advisors within a year—but what if you could actually position your brand around a pivotal moment in the life of your ideal client?

Take a moment to think about how you create value for those experiencing a particular change. What does your personal knowledge base mean to someone leaving a corporate position, becoming an empty nester, selling a business, exiting a marriage, changing careers, starting a family, gaining a grandchild or bringing their children into the family business?

This is an excellent place to start if you’re looking to define a marketable difference, but it’s also important to think about where the opportunity for new introductions lies for you. Is it with current client families and their contacts, the local small business community or the client list of a COI?

Because if you have both the means and the message, you might be able to get in front of your ideal client at exactly the moment they reach one of these junctures.

At that point, all that’s left is to make sure you’re seen as the right professional to guide them through it.