Tips of the Trade: Why Handwritten Notes Work
I had been spending the vast majority of my time trying to demonstrate how much I know to prospects and just expected them to know that I care.
THAT IS BACKWARDS! They already know that you’re competent, they think all financial advisors are competent just as they do with dentists. What they don’t know is that you care.
How can you show them that you care more than other financial advisors?
I sat down and tried to think how I could show them I cared more about them than my competition did. I couldn’t tell them because prospects, by nature, are very skeptical. Their attitude is: Words are cheap; just SHOW me.
So how can you show them that you care about them. If you just keep coming up with financial ideas to share with them, it’s just making them think the only thing you care about is getting at their money.
You need to show them you care about them as people, as you would a friend or family member. People do business with friends. What do friends do?
•They share stories about what has happened to them or their families
•They help each other out
•They keep in contact
•They make time for each other
The only way you can do these things is by phone or by mail. Phoning is labor intensive and you run into the ‘do-not-call’ list and making intrusive calls that cause people to dislike you.
Mail. Not intrusive and can be done very time efficiently. Unfortunately, the time efficient way of mail merging form letters is a waste of money. Ninety-nine percent are going to get thrown away.
The one piece of mail no one throws away without reading is the handwritten note. So, I began to write handwritten notes. A few at first and then dozens, and then as my business began to explode. Instead of stopping, I wrote hundreds of handwritten notes and within two years, without changing anything else I was doing, I went from making $50,000 a year to over $1 million a year.