Ep 253: Generating Qualified Leads As A (Female) Advisor By "Cloning" Your Ideal Hypothetical Client with Robyn Crane
Financial Advisor Success
Michael Kitces
4.7 • 719 Ratings
🗓️ 2 November 2021
⏱️ 92 minutes
🧾️ Download transcript
Summary
Robyn Crane is the founder of her own eponymous consulting firm, which offers sales and marketing coaching services with a focus on female financial advisors. Robyn has a well-defined approach for how financial advisors can not only identify their ideal client, but also implement a sustainable leads system to reach out and book appointments with qualified leads.
Listen in as we discuss the issue of gender disparity in the financial planning industry, including what Robyn sees as the true reason for the disparity and what the solution is to better gender representation. She also shares the specifics behind her system for generating cold leads, how to encourage engagement from those leads, and how she teaches advisors to identify and market to their ideal client.
For show notes and more visit: https://www.kitces.com/253
Transcript
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| 0:00.0 | Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with financial planner, |
| 0:08.4 | speaker and consultant Michael Kitsis to hear stories of how leading financial advisors |
| 0:13.6 | navigated the inevitable challenges that arise on the path to success and get insight from leading |
| 0:19.2 | industry consultants about how to break through to the |
| 0:22.0 | next level in your advisory business. And now here's your host, Michael Kitsis. Welcome, everyone. |
| 0:28.9 | Welcome to the 253rd episode, the Financial Advisor Success Podcast. My guest on today's podcast is |
| 0:35.1 | Robin Crane. Robin is the founder of her own eponymous consulting firm, which offers sales and marketing |
| 0:40.1 | coaching services, the focus on female financial advisors. |
| 0:44.2 | What unique about Robin, though, is her well-defined approach for how any advisor can better |
| 0:48.3 | identify the ideal type of client that they really want to work with, and then implement |
| 0:52.3 | a repeatable system to reach out and book appointments with qualified leads that fit their ideal client profile. |
| 0:58.6 | In this episode, we talk in depth about why Robin feels that, although advisors typically |
| 1:02.7 | self-fulfilling the promise of providing great service to their clients, the thing most need |
| 1:06.8 | help with is generating new leads and turning those leads into qualified prospects. |
| 1:10.9 | How Robin views the challenges that the financial advice industry faces a need help with is generating new leads and turning those leads into qualified prospects. |
| 1:15.4 | How Robin views the challenge is that the financial advice industry faces around gender diversity, not simply as a recruiting problem to solve, but is more of a structural issue that |
| 1:19.8 | prevents women from feeling fulfilled as advisors. And why Robin feels that the key to making a |
| 1:24.7 | foundational impact on gender diversity in the industry is helping women learn how to identify and replicate their ideal clients so they can build the practices |
| 1:32.0 | the way they want. We also talk about specifics of Robin's system to start generating |
| 1:37.2 | cold leads, dubbed the tag challenge, which advisors can use to book five quality appointments |
| 1:42.3 | in five days, even if they don't have an existing book of business to generate referrals from. |
| 1:46.9 | How Robin teaches advisors to identify specific people to market to by cloning either of an existing ideal client, someone in their network they wouldn't normally work with, or even an ideal client persona they find online. |
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