What does it mean? Al Granum simplified success in our business in six words: Be referred Get facts Practice CLU
What does “Be Referred” mean? The best way to build a clientele is through referrals because: Referrals have a higher chance of success than a cold call. Asking for referrals allows you to qualify the individual – increasing the likelihood of being referred to someone who meets your ideal client profile. Asking for referrals enhances your relationship with your existing clients. It reinforces for them that you are someone they like, respect and trust (otherwise, they wouldn’t be referring you!) It decreases the time to develop trust with your new prospect. Source: Building a Financial Services Clientele by O. Alfred Granum, Barry Alberstein, and Delia Alberstein 10 th edition
What does “Get Facts” mean? Build a relationship with a potential client by asking good questions and listening. Al defined four objectives of a good factfinder: 1. Get the facts – ask all your questions, give them time to answer 2. Do some advanced suspecting – look for opportunities to feed names later 3. Reach the inner person – get feelings as well as the facts 4. Build your prestige – demonstrate your professionalism Source: Building a Financial Services Clientele by O. Alfred Granum, Barry Alberstein, and Delia Alberstein 10 th edition
What does “Practice CLU” mean? The CLU pledge of The American College is our industry’s version of the Golden Rule: In all my professional relationships, I pledge myself to the following rule of ethical conduct: I shall, in light of all conditions surrounding those I serve, which I shall make every conscientious effort to ascertain and understand, render that service which in the same circumstances I would apply to myself.
Why did it work? Simplified our complex business and pushed all of the “noise” to the side Provided focus on the most important aspects of the business Put the client at the center of a practice Defined success
Others who agree “Simplicity is the ultimate sophistication.” ― Leonardo da Vinci “If you can't explain it to a six year old, you don't understand it yourself.” ― Albert Einstein “Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius — and a lot of courage to move in the opposite direction.” ― E.F. Schumacher “Truth is ever to be found in the simplicity, and not in the multiplicity and confusion of things.” ― Isaac Newton
How can the six words help you? 1. They serve as a reminder to not get bogged down in the complexities of the business. 2. They create an opportunity to define the revenue- generating activities in your practice. 3. They help (especially on a bad day) to bring focus to what is most important.
Questions to Discuss What complexities get in the way of running your practice? How have you worked to simplify your practice? Are Granum’s six words your words? If not, what are? How do you demonstrate the CLU creed? What is your key take-away from today’s discussion?