Impressions obviously matter in appointment setting. The image that prospects have of your financial planning services will be the one they will carry all the way to the set appointment. They will carry it even after the appointment setting process was a success and they are now an official client.
Financial services is an industry with quite the mixed up reputation. It has so many representations and archetypes (both based on real and fictional examples). Your appointment setting strategy can use this to an advantage but this upper hand can turn on you just as easily.
One way you can start is to get a rough idea on the different ways financial advisers are portrayed or imagined. Usually these are:
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Each of these images have one thing in common. They will form the expectations your prospects will lay down during appointment setting. That is why, if you find these expectations a little beyond you, it would be wiser to change the impressions immediately. Better yet, change whatever it is creating that inaccurate image before the start of your appointment setting campaign
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That requires a thorough reevaluation of your own business. Get third parties like investigative groups as well as your previous appointment setting prospects to help you with their feedback. The sooner you know what impressions people have on your business, the sooner you can do something about it.
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