Financial planning is a service-based business.
You’re selling the invisible. It can’t be seen, touched or experienced before buying.
Prospects are forced to search for other ways to evaluate the value of working with you (most of which are NOT great options to inform such an important decision!).
Fortunately, Michael Lecours, a financial advisor and co-founder of fpPathfinder, joined the show to explain the challenges of communicating the value of an intangible service and share specific ideas to make the financial planning experience more tangible.
You’ll Learn:
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How a dentist office made their service more tangible
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The invisible influences that drive a prospect’s decision
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Using a client journey map to enhance client experiences
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What Airbnb can teach us about marketing the real value of an advisor
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Resources:
Connect with Brendan Frazier:
Connect with Mike Lecours:
About Our Guest:
Michael Lecours, CFP® is a Co-Founder of fpPathfinder. He is also a financial advisor and planner at the Wealth Strategies Team. Michael began his career in advertising where he worked to develop marketing strategies for insurance companies, banks, credit unions, RIAs and hedge funds. Now, he leverages his background in advertising to distill complex financial planning concepts into straightforward strategies, apply behavioral finance concepts to the planning process and injects a disciplined approach to all facets of the client experience.
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