• Effective Selling with Stephen Oliver and Dan Solin, author of ASK

  • Sep 2 2024
  • Length: 1 hr and 9 mins
  • Podcast

Effective Selling with Stephen Oliver and Dan Solin, author of ASK

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  • Summary

  • Financial Advisor Marketing Podcast with hosts Stephen Oliver and Dan Solin Effective Selling with Dan Solin, author of ASK * * * * * Learn more and, receive our free practice growth package at: https://www.AdvisorWealthMastery.com More marketing financial advisor podcasts can be found here: https://advisorwealthmastery.com/latestpodcasts/ Or subscribe to our podcasts using your favorite platform: https://advisorwealthmastery.com/subscribe-to-podcasts Meeting purpose Impromptu discussion between Stephen Oliver and Dan Solin on financial advisor marketing, sales techniques, and SEO strategies. Key Takeaways Effective sales in financial advising relies on listening, empathy, and genuine interest in clients rather than scripted pitchesSEO is an underutilized but potentially effective marketing strategy for financial advisors, requiring patience and consistent investmentMany financial advisors struggle with marketing due to risk aversion and lack of understanding of ROI in their own businessNiche marketing and specialization can be highly effective for financial advisors to attract and retain clients Topics Dan Solin's Background Started as a lawyer, eventually representing investors harmed by broker misconductTransitioned to becoming a financial advisor to help prevent such mistakesAuthored multiple books on investing and sales techniquesCurrently focuses on coaching advisors and providing SEO services Effective Sales Techniques Emphasize listening over talking: "Be the most interested person in the room, not the most interesting"Avoid competitive listening; focus on understanding client needsBuild emotional connections and rapport through genuine interestAdapt approach based on client preferences (e.g., engineers may prefer direct questions)Recognize the importance of likeability and trust in client acquisition Marketing Strategies for Financial Advisors SEO identified as an effective but underutilized strategy (only 14% of advisors engage in it)Requires consistent investment ($2,000/month) and patience (1+ year for ROI)Niche marketing can be highly effective (e.g., specializing in professional athletes)Many advisors lack an understanding of client lifetime value and marketing ROIAvoid "get rich quick" schemes and lead-buying programs Challenges in Financial Advisor Marketing Many advisors are risk-averse in their own business despite advising on riskLow marketing budgets (1-2% of revenue vs. recommended 5-7%)Skepticism due to past experiences with ineffective marketing schemesDifficulty in attracting quality prospects consistently SEO for Financial Advisors Combines technical backend (backlinks, etc.) with original, keyword-optimized contentAims to achieve page one Google rankings for specific, targeted phrasesCan provide a steady stream of qualified leads once establishedRequires expertise in both the financial industry and SEO techniques Next Steps Explore the potential for future discussions on specific topics within financial advisor marketingReaders interested in Dan Solin's work can visit DanielSolin.com or email dan_solin@yahoo.comFinancial advisors should consider investing in long-term marketing strategies like SEOAdvisors should focus on developing listening skills and authentic client relationships
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