I was speaking with a frustrated financial advisor who asked, “How can I possibly compete with the national firms who run TV and radio ads? i’m just a small boutique firm.”
I told him that I liked his thinking. It’s important to think about how to beat the competition.
However, I disagree about the identity of his—and your— competition.
Your competition is not the national brand; it's your prospect’s current wealth-building plan.
Every doctor has a financial plan. It may be a well-considered written plan. However, it could also be, “l’ll think about it later.” Or, “I know I’ll be working until I’m 80.” One doctor told me, “One day I’ll buy that winning Lotto ticket.”
Please don't be lulled into complacency. The status quo is a formidable foe. Think about the brand of toothpaste you use. Why would need to happen for you to change brands?
Here are some insights and tips to help you overcome the momentum of habit: