CHRISISM #73 - Having a Structured Process

28 August 2018

When you go into a meeting with a client, how confident are you that you know how the meeting is going to pan out? One thing’s for sure, and that is if you have a structured process for the meeting in question, then there will be a far higher degree of predictability with regard to the outcome of that meeting.

When I embraced the opportunity presented to me in the field of financial services way back in 1978, there was absolutely no doubt in my mind that I was doing the right thing. However, irrespective of how positive my mindset may have been, I still believe that I could easily have fallen at the first hurdle if it hadn’t for the fact that the company I joined had an incredibly structured and disciplined process when it came to client engagement.

Whether it was the phone scripts for calling different types of prospects, the structure of first or second client meetings or the variety of options for handling all the standard objections, every base was covered and there was a track to run on for every step of the way. Ever since my early days in the business, this is why I have always believed in the adage “Professionals Practise – Amateurs Ad Lib” (seeChrisism#7). In order to be able to practise, you have to have a track to run on, and this also means that you have to know exactly what it is that you are wanting to impart to your client at every stage, thereby removing the potential issue of not knowing what to say next.

Having a structured process and a definable track to run on will lead to three major benefits when engaging with your clients:-

1) Confidence – this will come from you knowing exactly how the client meeting will pan out, due to you having a defined structure for the meeting, and you knowing exactly what your role is and how to play that role for the maximum benefit of the client.

2) Ability to focus on your client – Once you know your part in every detail, it will mean that you can genuinely focus on what your client is saying to you, which of course is the key to a mutually beneficial engagement process.

3) Predictability of outcome – the other major benefit of having a repeatable and structured methodology is that, before too long, it will produce a predictability of outcome.  

The Risk Workshop by Chris Unwin

Are you a financial adviser who would like all of your clients to have appropriate types and levels of personal protection? But perhaps you feel you need a more structured and client friendly engagement process?