A significant shift is underway in how financial advisors attract and retain clients, according to Dennis Moseley-Williams, the Founder of DMW Strategic Consulting. Moseley-Williams asserts that simply offering commoditized investments and services is no longer sufficient. Instead, he advises clients to approach each client interaction as a meticulously planned and orchestrated event. By staging experiences that lead to guided transformations, advisors can differentiate themselves in an era of limitless product choice.
The proliferation of the internet has opened up an “endless sea of choice” for consumers seeking financial products and services at lower prices. While this has been beneficial for clients, it has also presented a challenge for advisors looking to stand out amid fierce competition.
To overcome this challenge, Moseley-Williams believes that advisors must prioritize experiences and human connections over simply providing financial planning services. He encourages advisors to establish deeper relationships with their existing clients, which not only leads to more business but also generates valuable client referrals.
In a recent episode of the podcast “The Way Forward,” Moseley-Williams delves into the distinction between service and experiences. While service aims to save time and money, experiences engage clients on a personal level. They are uniquely relevant and meaningful, leaving a lasting emotional impact that becomes a cherished memory.
In summary, the future of financial advisors lies in creating memorable experiences that go beyond conventional service offerings. By fostering deeper connections with clients and guiding them through transformative experiences, advisors can set themselves apart in today’s crowded marketplace.
Events vs. Meetings
What sets an experience apart? Instead of viewing it as a mere review meeting, onboarding session, check-in call, or client event, let’s consider it as an event. Let’s think of experience as thoughtfully designed time. When we distinguish between an event and a meeting, an event becomes something to eagerly anticipate. When it unfolds, our focus is solely on the present moment. We are fully engaged, and afterwards, it becomes a topic of conversation. On the other hand, meetings are often regarded as mundane and unnecessary, to the point where we humorously say, “That meeting could have been an email.”
Authenticity, Generosity, and Staying True to Yourself
The Evolution of Economic Value
As our society has progressed, so too has the nature of economic value. We have transitioned from an agrarian economy that centered around commodities to an industrial economy where goods took precedence. Then came the service economy, where actions on behalf of others became valuable. Now, we find ourselves in the experience economy—where personalized experiences and quality time spent together hold utmost importance.
An Evolution Toward Transformations
“Madonna—we don’t want the ‘material girl’ anymore. We embraced minimalism. We let services go. Now status, even more so than experience, is transformation. Who I became. I’ve gone and taken this course. I’ve done this retreat. Even simple things—I did a Tough Mudder event. These events have taken over. CrossFit gyms versus just a gym. It’s transformation. So jump on that, my friends out there in financial advisor land.”
In the pursuit of personal growth and self-discovery, there has been a significant shift in attitudes towards transformation. Madonna’s iconic persona, once epitomizing the “material girl,” no longer resonates with us. Instead, minimalism has taken center stage, emphasizing the value of letting go of excessive consumerism.
But this evolution goes beyond material possessions. It extends to our experiences and how they shape us as individuals. Status has become even more crucial than simply accumulating experiences. We now seek transformations in our lives, striving to become the best version of ourselves.
Even seemingly simple activities can be transformative. Take, for instance, participating in events like the Tough Mudder, where physical and mental endurance are put to the test. These events have gained immense popularity by offering participants an opportunity to push their boundaries and discover their hidden strengths.
This pursuit of transformation extends beyond physical challenges as well. Traditional gyms are no longer sufficient; instead, people are drawn to CrossFit gyms that embody a holistic approach to fitness and personal development. It’s no longer just about getting in shape; it’s about transforming oneself on multiple levels.
The call to action is clear for all financial advisors out there: embrace this paradigm shift and recognize the importance of transformation in your clients’ lives. By understanding their desire for personal growth, you can better serve them and align your services with their evolving needs.