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Michael Kitces' #FASuccess Podcast: Robyn Crane on Identifying Your Ideal Clients

What financial advisors need the most help with is generating leads and turning them into qualified prospects.



Welcome back to the 253rd episode of the Financial Advisor Success Podcast!

My guest on today's podcast is Robyn Crane. Robyn is the founder of her own eponymous consulting firm, which offers sales and marketing coaching services with a focus on female financial advisors.

What's unique about Robyn, though, is her well-defined approach for how any financial advisor can better identify the ideal type of client that they want to work with, and then implement a repeatable system to reach out to and book appointments with qualified leads that fit their ideal client profile.

In this episode, we talk in depth about why Robyn feels that, although advisors typically excel at fulfilling their promise to provide great service to their clients, the thing they need the most help with is generating new leads and then turning those leads into qualified prospects, how Robyn views the challenges that the financial advice industry faces around gender diversity not simply as a recruiting problem to solve, but more of a structural issue that prevents women from feeling fulfilled as advisors, and why Robyn feels that the key to making a foundational impact on gender diversity in the industry is in helping women learn how to identify and replicate their ideal clients so they can build their practices the way they want.

We also talk about the specifics of Robyn’s system to start generating cold leads, dubbed the TAG Challenge, which advisors can use to book five quality appointments in five days even if they don’t have an existing book of business to generate referrals from, how Robyn teaches advisors to identify specific people to market to by “cloning” either an existing ideal client, someone in their network that wouldn’t normally work with them, or an ideal client persona that they can find online, and the simple strategy that Robyn recommends using when reaching out to cold leads on LinkedIn in order to actually get them to respond and connect with them.

And be certain to listen to the end, where Robyn shares the script she teaches advisors to use during the first meeting with a cold lead in order to learn about their aspirations and pain points, why the marketing and sales techniques that Robyn teaches her advisor clients are particularly suited for women advisors looking to grow and scale their practices, and how Robyn found that the simple act of “borrowing someone else’s belief” when she doubted herself helped her see better outcomes and enjoy more success for herself as a business owner.

So whether you're interested in learning how Robyn uses "indirect messaging" to reach cold contacts through LinkedIn, why financial advisors should consider writing a book, or how to create "instant expertise" and start getting noticed by prospects, then we hope you enjoy this episode of the Financial Advisor Success podcast, with Robyn Crane.

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