Duncan MacPherson

How to Crack the Code for Consistent Client Acquisition

Duncan MacPherson, co-founder of Pareto Systems, works closely with some of the most effective professionals in North America. This presentation is filled with actionable, proven strategies that can be deployed for measurable results—quickly and predictably.

In this presentation, Duncan addresses 5 universal issues:

• • Outstanding Branding—to ensure you are perceived and described as a consultant with a process rather than as a salesperson trying to close sales
  • Client Acquisition—so that you can consistently attract high value clients rather than endlessly chasing them
  • The Fee-Worthy Consultant—a proven approach to ensure your clients focus on what you are worth rather than what you cost
  • Organization and Structure—so that you can run your business like a business and restore liberation and order to your life
  • The Next 5 Years—to strategically plan your ideal life and business so that ultimately you are positioned for anything

This presentation is ideally suited for:

• • Financial Advisors
  • Insurance Specialists
  • Consultants
  • Accountants
  • Lawyers
  • And any other knowledge-for-profit professionals

Pareto Systems has consulted with some of the most professional and effective financial advisors in the business on how to transition to an advisory platform. Using a sequential and proven 3-step process, you will discover how to make this transition predictable and productive.

Step 1—The Ramp Up

• • Purpose and Process—Gaining Clarity on the Why and How. In this module you will understand the issues that can undermine your full potential. The foundation of meaningful relationships is trust and Duncan outlines our process referred to as The 4-C’s.
  • Outstanding Branding—Communicating Your Value. Being aware of how you are perceived by prospective clients and how you are described existing clients and strategic partners is essential. You will also learn the importance of creating a meaningful value proposition.
  • Defining Your Ideal Client—Beyond Client Classification. In this module Duncan discusses the importance of a panoramic Ideal Client Profile and how establishing rules of engagement and knock factors can ensure you consistently attract clients that are a perfect fit for your business.
  • The Service Matrix—A Process that Ensures You Allocate Your Time Effectively. Your ongoing objectives are to competitor-proof your best clients, gain their full empowerment and earn their endorsements.

Step 2—The Launch

• • 3 Numbers in the Combination—Cracking the Code. There are 3 steps in the process that create awareness, interest and trust for your client.
  • The Agenda Driven Meeting—Contrast Takes the Client from Predisposition to Buy-in. In this module Duncan outlines the distinctions between salesmanship and stewardship and how they impact the outcome of this process.
  • The Re-Framing Approach—Explaining Your Evolution and its Impact on the Client. In this module Duncan outlines a compelling and sensible communication approach that ensures clients see the merit in this approach.
  • Establish a Fit—Clients Will Buy-into a Process Instead of Buying a Product. How you re-set a relationship will determine how it unfolds in the future.

Step 3—The Follow-Through

• • On-board the Client—Validate Their Decision With Elevated Service. Duncan provides an outline for how to fast-track a client to Advocate status in order to improve your refer-ability.
  • Maintain Fee-Worthiness—Deploy a Consistent and Proactive Service Process. Duncan discusses an approach to ensure clients continually focus on what you are worth to them rather than what you cost them.
  • Continually Support Your Value-Proposition—An On-going Process for Value Awareness. Capture money-in-motion with ongoing communications.
  • Respond to On-going Moments of Truth—Value-added that Your Client Will Value. Put processes in place to ensure that a relationship never plateaus or declines over time.

In speaking with financial advisors, there are two groups we often see. The advisors aged 50+ who are looking down the road at the eventual sale of their business. These advisors have been in the business many years, achieved much success, and are now three to five years out from embarking on the next chapter in their lives. Then there are the ambitious advisors aged 30+ who want to light the after-burner in terms of business growth. But these advisors don’t want to rely solely on organic growth, they want to acquire a business (or two), ideally from someone who has patiently and methodically built a durable business and is looking to exit.

We’ve also seen many of these same advisors investigate the idea of partnering with another advisor but rule that concept out for a variety of reasons. When not done properly, 1+1 often equals 1.5, along with an increase in overhead and hassle factor.

In the Multiplier Method presentation, Duncan focuses on a process to help advisors be best positioned to multiply the value of his or her business upon selling, as well as helping advisors be best positioned for a predictable and profitable acquisition and transition upon buying a practice.

1. Don’t Sell a Book, Sell a Business

• • Look beyond simply ‘trailing 12’ for key performance indicators
  • What is the quality of the client relationships?
  • Put time on your side—deploying a process ensures there is minimal opportunity leakage
  • There are more sellers than buyers—organization, structure and sound best practices unlock value, and differentiates you from others
  • Acquire a real asset, not just a collection of assets

2. Establish a Fit—Identifying an Alignment of Interests between the Buyer and Seller

• • Accelerating grow through acquisition is great, but the focal point should be on the quality of the clients not the quantity
  • Consistency is crucial—advisors who tend to consistently attract the same type of clients in terms of average asset size and attitudinal qualities is a great indicator of fit
  • Maverick talent vs. documented procedures
  • How did they start their client relationships?
  • Fees vs. Commissions
  • Be prepared—preparation will help both parties squeeze more juice out of the orange

2. The 3-Step Process to Execute the Transition

• • Client buy-in and perception is critical
  • Step 1—the Ramp Up. Six to 12 months is best
  • Step 2—the Launch. A client relationship re-framing process is key
  • Step 3—the Follow-through. A predictable and sustainable process to meet and exceed the expectations set for the clients involved

Note: This presentation can be delivered as a high level step-by-step overview in 45-90 minutes at an industry conference, or drilled down in more detail in a one or two-day boot camp format.

Ultimate Client Experience is one of Duncan’s newest presentations. It was designed specifically for elite advisors that want to achieve a breakthrough with his/her top clients, and deploy a proven process to consistently attract high-value clients going forward.

Part 1—Develop a personal branding strategy to ensure you are perceived and described as professional consultant with a process

• • be consistent and have your actions be driven by process
  • stand out from the pack

Part 2—Deploy a family investment legacy process to ensure you are well positioned within the family tree

• • discover your sense of purpose
  • securing multi-generational family legacies/clients is powerful and deeply fulfilling

Part 3—Gain full empowerment- capture money in motion

• • uncover hidden assets by converting partial customers into fully empowering clients.

Part 4—Be positioned for anything—a sequential approach to create a trajectory that is aligned with your goals

• • your time is your most valuable asset. Create organization, structure and process to maximize efficiency
  • be consistently refer-able

Today’s financial advisor understands that it costs far more time and effort to convert a prospect into a client than it does to convert an existing client into a flag waving advocate. But consider the personal fulfillment involved as well. It can be draining and anticlimactic to be perpetually convincing new people to work with you. Why not work more effectively with the people who are already convinced and let them do the convincing on your behalf? The real value in a client relationship is not in the initial commissions you earn, it’s in the commitment the client demonstrates to you over the lifetime of your relationship.

There are no silver bullets when it comes to referrals. They are not realized because of clever phrases or by asking your clients well-timed questions. Most referral approaches are transparent and make the advisor look needy and put the clients on the spot. Top advisors attract a steady stream of referrals because of reciprocation felt by their clients, not because of obligation.

In this presentation you will learn how to:

• • Address the unspoken resistance that prevents your clients from referring
  • Survey your clients for their referral awareness and predisposition
  • Install a consistent and congruent process that earns trust
  • Project a degree of scarcity that enhances your perceived value
  • Train your clients why, to whom and how they should be referring to you
  • Position referrals as a service to your clients rather than a benefit to you
  • Attract referrals like a consultant rather than chase them like a salesperson

With the commoditization of the financial services industry, and the volatility in the market place there has never been a better time to be more relevant to your clients. In uncertain times, clients have anxiety and apprehension, and you need to help them look to the future with anticipation. Duncan MacPherson’s process will unlock your full potential when it comes to consistent client acquisition and sustainable client retention, by dialing in a combination of proven strategies that elevate you above the competition and empower you fully with your clients.

This presentation will help you to:

• • De-commoditize your core solutions
  • De-personalize and professionalize the client experience
  • De-mystify how you are perceived and described