I was speaking recently with a client who wants to build her practice.

    She had spent good money on a website, had hired a designer to create a brand, and was working with a digital marketing agency to get her message ‘out there’.

    The only thing was that her practice was not growing.

    This is not an uncommon story.

    It used to be mine too. You work hard at putting what you think are the right things in place, you declare your doors open and then… nothing happens.

    As my client and I were speaking, a story popped into my mind.

    A professional coach wrote a best-selling book and was invited onto Oprah three times, so she was seen by millions of people.

    She thought this would bring her a flood of clients, and yet not one showed up. She couldn't understand it.

    It's easy to believe that simply by getting your name ‘out there’ and looking professional, this will somehow make people want to work with you.

    Marketing experts will tell you this story all day long.

    They may advise you that you need a social media strategy, that you must get your elevator pitch right and establish a presence. 

    By all means do so if you wish, but there is something missing from all of this.

    In fact, the most important thing of all.

    The one thing that takes you to prosperity is… conversations.

    Your marketing messages won't make people want to work with you if they don't tell them what they need to know. Most advice firms are saying the same things anyway.

    You need only randomly pick 10 advice firms online to see what I mean. 

    Why prosperity can be evasive

    When an adviser is struggling to grow their practice or earn the money they want, they are almost always doing one thing.

    Avoiding conversations.

    If you fill your week with conversations, then your practice will grow.

    On hearing this some advisers will say, “But it is difficult to find people to talk to.”

    I point people towards two things:

    1. You must forget about you and what you want.

    If you come from a place of need, then it will be difficult and perhaps even soul-destroying to grow your practice.

    When you come from a place of service there is no pressure, because your focus is on what you can do for other people rather than your own perceived needs.

    2. You are infinitely creative being and the world is an abundant place.

    At one time there was zero money in the world. Now there is more than ever, and it keeps on growing.

    How does this happen? Human creativity. There is unlimited opportunity all around you just waiting for you to see it.

    Steve Chandler, in his wonderful book Creator, wrote:

    “When an aware person (someone who knows and realises that they are creative energy itself) notices that the sales of their services have been neglected – resulting in lower income – they simply turn their light (creative energy) towards the sales process.

    “'Whatever you give your attention to grows' is not just some positive slogan – it’s how the world actually works.”  

    So, one word to prosperity. Conversations. Fill your week with conversations.

    It's also worth remembering that a practice grows one client at a time.

    Put all your energy and attention into deeply serving the very next person. Try to avoid allowing your thoughts to get ahead of themselves, because this only leads to discouragement.

    For more on adding more value for your clients, you can download a free copy of the What every adviser ought to know about client engagement report and free exclusive content here 

    Start the discussion

    Add a comment