partner and co-founder
of Denver, Co.-based
How are you keeping
your practice’s communications simple?
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keeping it simple with
We live in a busy world. We are con- stantly on the run, from business meetings, to personal events, kids’
sports, and all the other things that fill our
calendars. In the midst of these daily events, we
have countless emails, voicemails and text messages that meet us along the way that we must
address. Then, in between the limited free time
we have, there are the capital markets constantly
trying to fight for our attention to purchase
some product or service. I don’t know about you,
but for me, at times it seems a little too much.
The clients we serve are also being bombarded in the same way, but they have one more
element that keeps them up at night: concern
about their financial future and whether they
will have the income to support their dreams in
The key to creating an environment for
them to have peace of mind is helping them
to truly understand what the right plan is and
what the most suitable vehicles are to help
them achieve their financial objectives. Herein
lies the challenge: How do we take something
so complex and put it in a way that is simple to
explain and illustrate? The following are some
key simplification approaches to use in your
practice to allow you to increase your business
revenue and enjoy the process a little bit more.
1. THINK: 1, 2, 3
Hopefully you have noticed that I have given
you three bullet points to think about today. A
tremendous amount of research has been done
in the marketing field about how we as humans
process information and our desire for a simple
path to follow. As a society, we are being trained
to process information in very particular ways,
and this is one of them. So how do you apply
this to your business? Think about the sales
process you currently have and how you can
explain it in three simple parts. Lay it out so
clear and to the point that it does not seem
overwhelming, without sacrificing intelligence.
Below is a quick example of how you might
think through your entire business process in
three simple steps.
• Diagnose: Share with the prospect your
process and different tools you use to help
them understand their current financial
• Solution: This is where you demonstrate
how you cross-reference the diagnostic
results to what they are trying to achieve
and illustrate if they are in line or not.
• Maintance: Express how you make sure
this new plan stays in focus to their long-term financial success.
2. POWER OF SINGLE WORDS
This I believe is the hardest part, but once you
can deliver, you will move mountains in your
business. In the world of sales, explaining
something with the fewest words is critical.
My brother and I are constantly challenging
our firm to do this. We stress-test the way we
communicate to our clients and prospects, and
in this constant journey we have been able to
take a process and sum it up into a single word.
For example, let’s say we are talking about how
you manage a client’s financial portfolios. Why
not start by saying, “We believe in our process,
which we describe as SMART. EASY. RELIABLE.” You can dive into the details, which
you need to do, but have what I call a “banner
process” that you can bring them back to. On
the foundation you laid with 1, 2, 3, you can
place the single words to give a clear path down
which you intend to take the prospect.
3. POWER OF SHORT ANIMATED VIDEOS
To deliver complexity in a simple way, I
encourage you to look into the investment of
animated videos to help support your education process. One of the best companies out
there is FirestarterVideos.com. We have a
whiteboard video that we use to help explain
our investment process, and I cannot express
strongly enough how much impact it has had
on our overall business.