Shaking The Wardrobe

FINANCIAL PLANNERS – There’s a big problem with what we do.

Because it doesn’t really exist.

In real life.

‘Yes it does Neil’, I hear you say.

You say that you deliver a fantastic holistic financial planning service, helping clients visualise their ideal life and lifestyles and developing a financial plan utilising cashflow modelling alongside a list of any technical and product recommendations required to make it a reality.

And you do.

But how many clients have walked into your office and asked for exactly that?

None, right?

They come in and say, ‘I need to sort out my pension/mortgage/investment/tax’ [delete as appropriate].

So it only exists as a service in your head.

Which is no good. It has to exist as a service in your client’s head.

Which means you have to put it there.

And words probably aren’t enough…

You see, there are some things that we’re happy to buy based on a description…

• Books
• Music
• Food

We’re familiar with their standard design, and we know what we’re going to get.

But there are other things that we’re only happy to buy if we can touch and feel it.

Observe your own behaviour in a clothes shop.

You touch and feel the clothes, subconsciously teasing the seams—essentially, you’re making a quality judgment on the product that you simply couldn’t make from a description.

In a furniture shop, you do the wardrobe ‘shake test’ because we want to see how sturdy it is—again, something we’re not happy to do just based on a description.

So, can clients do the ‘shake test’ with your service?

If it only exists in your head, no, they can’t.

And describing it with words isn’t enough.

We need to SHOW them so they can SEE it.

We need a visual journey map that walks them through the steps in the process and allows them to see the outcome.

It gives them something to look at, to pull at the seams, to shake, to feel…

Something tangible.

Because if they can’t see it and touch it, they’re less likely to buy it.

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