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185: Ideas to Implement - *Free Download* Client Intel Process · The Efficient Advisor: Tactical Business Advice for Financial Planners

• 0:00
  Speaker 1: Hey there, efficient Advisors, welcome back.
• 0:02
  Speaker 1: I am so, so glad you're here.
• 0:04
  Speaker 1: Every week, you know, my goal is to create a follow-up episode that is short, sweet and all about the action steps from this week's longer podcast.
• 0:13
  Speaker 1: So my goal is always to distill the episode down into a couple of super actionable bullet points that you can act on immediately to make a big impact in your business.
• 0:25
  Speaker 1: I am your host of the Efficient Advisor, libby Grywe.
• 0:28
  Speaker 1: I built a 100% referral only planning practice and grew it to seven figures as a solo advisor, all while working just three days a week and taking off 14 weeks a year so that I could be a amazing mom, a present wife, a good friend, an adoring sister, daughter, frankly, and all the other hats and roles that we play in life.
• 0:49
  Speaker 1: So I'm here just to walk alongside you and to show you how to do exactly the same and to help you take immediate action on the most important strategies for scaling, organizing and creating less stress and overwhelm in your business.
• 1:03
  Speaker 1: We are about to transform your financial planning practice, so move over exhaustion and get out of the way.
• 1:09
  Speaker 1: Advisor ADD.
• 1:10
  Speaker 1: It is time to take that one right next step to build a business and a life that you love.
• 1:18
  Speaker 1: So this week's episode, I was really excited about it because it comes with a free download.
• 1:22
  Speaker 1: I love free downloads and I've talked about having a client Intel process before on the show.
• 1:29
  Speaker 1: And you know, okay, client Intel, what is it?
• 1:37
  Speaker 1: It's essentially something everybody suggests that you have part of, the know your customer, but not in the compliancy sense, in the client experience sense, sense in the client experience sense.
• 1:49
  Speaker 1: So in the episode I get into okay, what is it and how do I actually get the information, and it really is a process.
• 1:54
  Speaker 1: So gathering this type of intel and I'm talking about the things that make your clients a unique human right.
• 2:01
  Speaker 1: We talk often about process and how.
• 2:03
  Speaker 1: In your processes there's three layers.
• 2:05
  Speaker 1: There's like the paperwork, the nuts and bolts, like the doing of the thing, process, part of the process.
• 2:09
  Speaker 1: There is the expectations layer of every process.
• 2:12
  Speaker 1: So that's setting expectations with your team or with the clients or with yourself.
• 2:16
  Speaker 1: And then there's this exceptional layer where this is how you become an exceptional financial advisor If you want to be indispensable, you want to be the super referable advisor If you work really hard at building all three layers of process out and putting extra time and effort.
• 2:34
  Speaker 1: Where most advisors miss the mark is this remarkable piece because why it takes time and effort and additional process.
• 2:41
  Speaker 1: But capturing those little details about your clients, like the best vacation they've ever been on and things that they prefer, their favorite drinks, their coffees, their sports teams, uh, where their kids are going to college, like all of the details that exist, um, those are the things that you can then utilize to create a really fun, um, customized client experience.
• 3:04
  Speaker 1: So, long story short, the bullet point here is you need to build a client Intel process and in the long episode I get into okay, but like, how do I do it in a way that doesn't feel interviewee or cheesy, and I give a bunch of very specific examples about different ways that advisors that I've worked with do it and different ways that, um, we did it inside of my practice and then I see you know lots and lots of advisors doing it within theirs.
• 3:34
  Speaker 1: So we talked about how to gather that information, how to engage your team in the process, how to double click on things and get more information, and by double click I mean when a client says something, get naturally curious about what is it, what it is that they said, or if you see something.
• 3:51
  Speaker 1: So I gave the example in the episode, like if they're wearing a Cincinnati Reds baseball hat, right, we don't just let it slide and assume they're huge Reds fans, right, we're going to ask them about it and they're going to share those kinds of stories about how they used to go to Reds games with their dad when they were growing up and that was their special one-on-one act time and activity that they did together and how they have all of these really fond memories of the old stadium and blah, blah, blah.
• 4:15
  Speaker 1: And you're going to get that level of detail where then you can turn around and utilize it later.
• 4:20
  Speaker 1: So, let's say, you're wanting to give this particular client a I don't know a birthday gift.
• 4:26
  Speaker 1: You might go find some nostalgic piece of Red's memorabilia that has the old stadium and including that you know cute note that says something along the lines of like, hey, you know, I I still remember to this day when you shared about how your dad used to take you to the Red's games and yada, yada.
• 4:44
  Speaker 1: I thought you would love this and that will mean so much more to your client.
• 4:47
  Speaker 1: They might not even ever remember telling you that story, but the fact that you have it somewhere, whether it's actually in your brain and in your memory or you have it documented in your client Intel process really doesn't matter where you store the information, it's just that you're using it.
• 5:02
  Speaker 1: We also got into what kind of information is helpful, where you keep the information and then, most importantly, like, what are all of the different ways that you can use this detailed information without it feeling corny or cheesy or whatever inside of your business.
• 5:19
  Speaker 1: So some of the examples that we talked about where you know again, you got to listen to the long episode.
• 5:26
  Speaker 1: I always like hesitate when I do these follow-up episodes, cause I don't want to just repeat the whole thing for another.
• 5:31
  Speaker 1: You know 30 to 45 minutes of your time.
• 5:33
  Speaker 1: But really, how do I use this information?
• 5:36
  Speaker 1: We weave it into conversation.
• 5:38
  Speaker 1: We send emails intentionally as part of our client service model, uh, with personalized information.
• 5:46
  Speaker 1: I used to love taking this type of detail and weaving it into the agenda for our client meetings, where I could make an intentional effort to bring up some sort of personal or customized information about that client.
• 5:58
  Speaker 1: Uh, we used to mention it to referrals, so like when a client would be like oh my gosh, you know we had these wonderful clients, richard and Sue, and they'd say, oh my gosh, we were referred by Richard and Sue.
• 6:08
  Speaker 1: We just love them.
• 6:09
  Speaker 1: And we'd say, oh my gosh, we love them too.
• 6:11
  Speaker 1: Did you know that Richard is obsessed with the Three Stooges?
• 6:15
  Speaker 1: It's so fun and kind of like being able to share, with confidentiality in mind, something about your clients, that is, lets the referral know that you know your clients so much more than just their account size and just their portfolio and just their financial goals.
• 6:35
  Speaker 1: Or maybe it's oh, you know, richard's a huge, huge Three Stooges fan.
• 6:39
  Speaker 1: You're not part of that.
• 6:40
  Speaker 1: You know crazy business too.
• 6:42
  Speaker 1: Are you Like ways to weave it into those conversations?
• 6:46
  Speaker 1: Obviously with presents, gifts, whatever.
• 6:50
  Speaker 1: If you are doing a communications audit which you absolutely should, and there's a whole episode on that One of the love languages that clients can have, or one of the love languages that we want to pay attention to, or communication languages, is this idea of gifts or gifting.
• 7:06
  Speaker 1: If you're going to be doing any kind of gifting instead of you giving something with your company logo on it I know it's so much easier to order 50, you know Yeti mugs with your logo, but it would be so much more meaningful or impactful to send your client a Cincinnati Reds Yeti or a Three Stooges Yeti, things like that.
• 7:28
  Speaker 1: So we talked about that.
• 7:30
  Speaker 1: We also talked about how to weave it into what we call white glove referral events, where we would do these customized appreciation events for our clients based on their personal interests and instead of hosting, like, a big appreciation event in a ballroom with you know, like the chicken dinner and putting everybody at big, you know eight top tables with strangers that they don't know and having them list to listen to some sort of presentation.
• 7:55
  Speaker 1: We did that for a long time and then we made a shift to doing these smaller, more intentional appreciation events that were geared towards the individual client that we were trying to show appreciation to.
• 8:07
  Speaker 1: So instead of doing these big events, we started doing small events that were geared towards one person.
• 8:12
  Speaker 1: So let's say it was it was, um, a client who loved golfing.
• 8:16
  Speaker 1: We might do a golf pro event for him and six of his buddies or something along those lines.
• 8:23
  Speaker 1: So that's kind of what I'm.
• 8:25
  Speaker 1: I'm envisioning this client Intel sheet looking like for you.
• 8:29
  Speaker 1: Uh, so we we created a PDF that was similar ish to the one that we used.
• 8:34
  Speaker 1: It's sort of a updated version that includes, like what I would do now or how like type of information that I would capture now.
• 8:42
  Speaker 1: We also in the episode got into some other kind of crazy ways that you can capture information, sending clients a you know kind of all about me, all about you sheet, like all kinds of stuff.
• 8:56
  Speaker 1: So go back and listen to the longer episode, but do go out to the website.
• 8:58
  Speaker 1: You can go to the efficient advisorcom backslash one, eight, four, the episode number and you can grab the free download there.
• 9:07
  Speaker 1: The link is also in the show notes on any podcast platform that you listen to.
• 9:12
  Speaker 1: Thank you guys so much.
• 9:13
  Speaker 1: I hope this Intel process is something that you can implement in your business.
• 9:17
  Speaker 1: If you have any questions for me, please don't hesitate to reach out to me.
• 9:20
  Speaker 1: You know I hang out in the efficient advisor community over on Facebook.
• 9:23
  Speaker 1: We are over 2000 advisors strong in there now and I love, love, love, love all the sharing.
• 9:29
  Speaker 1: Um, it's a community for advisors and operational people with inside of advisory practices only.
• 9:34
  Speaker 1: So no marketing, no riffraff, no weirdos, uh.
• 9:37
  Speaker 1: And you have to be cool to enter.
• 9:38
  Speaker 1: So you have to be willing to give and receive inside of the group and I love how when an advisor asks a question no joke, like 20 people jump on it and answer and share so willingly and so freely, and I am so grateful for what a cool community you guys have built.
• 9:56
  Speaker 1: I also hang out over on LinkedIn, so feel free to DM me there.
• 10:01
  Speaker 1: Thanks so much and hope you guys have an amazing rest of your week.
• 10:03
  Speaker 1: Thank you.