When Science and Discovery proved the world wasn’t flat, it was a game-changer for how society viewed how things worked. Think about that. We went from believing that everything revolved around our flat planet and that nothing existed beyond us (even heaven and hell were visually tied to the world being flat)…to considering and accepting a totally different truth. Now, we are in a world that sees itself as only a tiny part of a rapidly and infinitely expanding universe. This same type of change has occurred in financial services. If you don’t accept the new truth of how things work, you will either be forced to retire or move onto a different career because you will no longer have a viable business.
Recently, I discussed this aspect of practice management with a client. He’s had his business for quite a while and has a very large book. We agreed that today’s world isn’t how it used to be. No longer is your job to sell a policy, 50 shares of ‘blue chip’ stock or a mutual fund account to ‘set it and forget it’, then move on. Yet, “old school” agents and brokers hold onto clients and guard them like a voracious dog on the hope of a probable maybe that one of them will call them … eventually … maybe.
Today, your role is more involved, it emphasizes vision and advice and is less about any given product. Firms are also changing how they compensate advisors so to incentivize them to work with smaller books of business. If you are already in a fee-based world (even partially) you know that you can ill-afford to have 1,000 households when you only have the bandwidth to effectively work with 200-250.
So, the question is this: How can you evolve your practice that is best for you and your clients?
Strategic Pruning Bears More Fruit
Much like a fruit tree, pruning your business improves productivity. An actively pruned tree produces more, bigger and healthier fruit than a tree that isn’t pruned. Why? There are fewer branches competing for the same resources. The same goes for your practice — having the right balance of clients will grow them to be a bigger and healthier part of your practice because there is more of your time to provide them with value. You don’t need to prune all at once, but pruning consistently and with purpose will create a lot of value.
Consider these things as a way to refocus your practice:
80/20 Rule still applies
As with most things, Pereto’s Law is a good rule. If you have 1,000 households, then its likely that 200-250 households produce roughly 80% of your annual revenue. Focus on new ways to do business with the 200-250 households that truly drive your business.
Create ‘How I work…’ Segments, not ‘Product’ or ‘Financial Value’ Segments
Spend time viewing HOW you work with people and discover how that work stratifies into varying types of services. Then, define and package those ways into segments through which you work with your clients. The beauty of this approach is that the ‘less wealthy’ clients you value will not feel ‘devalued’ and your higher net worth clients will feel they are getting the attention they feel they need.
Share your segments with each client. Have discussions about how you organize your work and ask them how they want to work with you. You will uncover immediate opportunities simply because a client desires a deeper relationship with you and now they know how to ask for it. You will also find your refer-ability goes WAY up because your clients can describe their experience in a way well beyond a product that, quite honestly, is available everywhere.
Begin with the End in Mind
Build ‘strategic pruning’ into your practice. Is it shifting opportunities to a new advisor in your practice or actively assigning low-engaged clients to your home office? There are a lot of ways that work, the key is to have a plan to consistently prune your business over time.
A lot goes into this concept, like testing your model financially, tagging segments in your client system, getting buy-in on where your low-engaged (pruned) clients will go and validating how work flows through your office. With all of this said, embracing the truth of this changing world will bring new opportunities and will create the best possible outcomes for your clients, you and the firm(s) you represent.