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Hey bud,

When I was starting out in sales, I knew there was one way that I could reach my goals effectively:

Work with high-value clients.

Clients that can afford big cases.

Clients that can refer me to their colleagues.

Clients that saw the value in what I had to offer.

So I thought, to work with high-value clients, I just needed to get better at presenting my product and I’ll be set.

It makes sense, doesn’t it?

The better I was at product presentations, the more clients I’ll sign.

If I just became really good product presentations, my prospects will be so impressed that they’ll purchase and even tell other people how good my presentation was.

Well unfortunately, I thought wrong.

The reality is that getting better at presentations is only one aspect to attracting high-value clients.

And most people in sales either chase after clients in the hopes that they get lucky and close a sale (which we all know isn’t a very good strategy), or they focus on getting better at presenting their product

The latter makes sense on the surface — the better you are at presenting your product, the higher the chances you’ll close a sale.

But there are a few problems with being too focused on the product when meeting with a potential client:

• It comes off as insincere

• The client won’t feel understood

• The meeting becomes transactional

• The client will feel like you’re just after the sale

• Most times, there is no value added to the client

I’m looking at you, financial advisors.

And maybe I can see it this way because I was once like that. No wonder I had a hard time closing deals in my first few months.

If you want to attract high-value clients as a financial advisor, this letter is for you.

What is a High-Value Financial Advisor?

You don’t attract what you want. You attract who you are.

So if you want to work with high-value clients, you need to become valuable yourself.

Let’s look at the definition of value:

You may be valuable to your friends — they enjoy your company and you’re fun to be around.

You may be valuable to your family — they are provided for and they feel your support with love and care.

You may be valuable to your colleagues — they get good ideas from how you do your work or maybe even you inspire them with your work ethic.

But the question is, are you valuable to your potential clients?

What value do you have to them other than the product or service you offer?

If you don’t know the answer to that, you’ll have a hard time finding high-value clients.

A high-value financial advisor is someone who is important, useful, and significant to their clients and potential clients.

How to Become a High-Value Financial Advisor

Solve your clients’ problems. 

In fact, most prospects and clients aren’t even aware of their problems.

Which means that they aren’t aware of what could potentially cause them a lot of pain later on.

A high-value financial advisor not only helps their potential clients become aware of problems, but they help their clients solve those problems as well.

(I talked more about this idea in one of my previous letters on The 5 Evergreen Skills in Business.)

There are only 4 problems that financial advisors solve:

1. If I die, who continues to pay for my dependents needs and wants?

2. If I fall sick, who will pay the hospital bills?

3. When I retire, who will pay for my lifestyle when I have no more active income?

4. When my kids go to college, who will pay their tuition?

Most people aren’t aware that these are potential problems. Your job as a financial advisor is to help the client become aware of these 4 things.

The product you present to them merely becomes the solution to one or more of those problems.

So, if you are a financial advisor I want you to think about this:

On a scale of 1-10, how much of a high-value financial advisor do you feel you are?

Give yourself a rating so that you’re aware of where you stand.

Focus on Helping Your Clients

Most people who are successful in sales and business focus on helping others solve their problems.

This is why they are seen as valuable.

This is why people want to work with them.

This is what sets them apart from the average joes.

The ones that struggle in these fields are the ones that are too focused on the money rather than the people they can help.

According to Bob Proctor, one of the true laws governing true financial success is this:

When you are too focused on the product and how you’ll present it during a client meeting, you are invariably going against this law.

If this is what you do then it’s no wonder you have a hard time closing cases.

In Conclusion

The truly successful focus on helping people rather than earning money.

The money just happens to follow when you focus on helping people and you lead with value.

When you lead with value, you build trust.

And you can’t build trust just by perfecting your presentation.

You build trust by asking the right questions.

You build trust by listening to the prospect.

You build trust by helping people become aware of problems they didn’t even know they had in the first place and then provide a solution to those problems.

And trust is the ultimate foundation of any business relationship.

That’s it for this week.

All the love,
All the power,

— Zach Mar

P.S. Whenever you are ready, there are 3 ways that I can be of help to you:

1. Book a free kick-off conversation for one-on-one coaching here if you are a financial advisor — I’ll help you double your case size using identity shifting.

2. Follow me on Instagram here if you want a source of bite-sized ideas and content that can help you become a high-achiever.

3. Download my goal setting guide here if you are wanting to create clarity on your desired outcomes (Free until 100 downloads — and then I convert it to a paid resource).

P.P.S. If you are from the Philippines and are looking for a personal mastery workshop to help you experience growth and transformation, check out Discovery by I Am Plus Coaching and Training Systems. It’s where my journey of self evolution personally got fast-tracked.