going revenue, potential for new revenue
over the next 24 months, lines of business, referrals, assets under management
and maintenance.
“By articulating what was
important from each client
to help our business grow, we
defined what ... we are looking for in our new clients,”
Henske said. “It also gave us
a forum to discuss our own
personal and business values
and what was important to
us as a wealth-management
firm. Ultimately, we understood that
what we were looking for was an alignment of values.”
Keep in mind that you’re not accepting
everyone, he said. During your interview
with a prospect, describe your values and
explain that you are being selective be-
cause you want to establish long-term relationships. Then, to weed out the wrong
prospects, ask the following questions:
• If we were sitting here five years
“IT IS ABOUT WHAT MATTERS TO
THE CLIENT. IT IS ABOUT THEIR
HOPES, DREAMS, FEARS AND
GOALS. IT IS ALSO ABOUT WHAT
MATTERS TO YOU.”
—THOMAS HENSKE, CFP, ChFC
from today, what would have to have
happened for you to feel that you have
succeeded?
• What is it about money that’s important to you?
• What do you and your spouse disagree about when it comes to money?
Make clients feel special
“The answer to these three questions reveals an awful lot about a prospect,” Henske said. “It tells you what is important
to them. It helps you determine
if they are a good fit for you and
your firm. It also gives you insight into the person’s whole net
worth.” After screening prospects
this way, those you select will realize they are unique. This marks
the beginning of a mutually satisfying relationship, but make
sure the partnership is about
more than money. “It is about
what matters to the client. It is about their
hopes, dreams, fears and goals. It is also
about what matters to you,” Henske said.
“Continually stress the dynamic tension
between savings, spending, donating and
investing, and bring balance to your clients’ financial lives.”
