Do you want more clients to serve?
Do you want to build your business?
That’s the main topic for every advisor conversation that I have.
Often advisors are looking for the “big thing” to make this growth happen.
Yet, there’s a problem with that mindset: from what I’ve observed, there often isn’t a “big thing” at all. Instead, it’s the consistent and persistent activity that eventually pays off.
It’s the cumulative effect of each small action that leads to a regular inflow of prospects that a given advisor wants to work with.
Filling the Lead Gen Pipeline Cumulative Principle Example
I was reminded of this principle this past weekend when a friend shared a story about his flooring.
Over the past two years, he had been applying a sealer to his white tile floor every month.
He didn’t notice any changes initially, but after two years, the tile had turned a noticeable beige color. The layers of sealer had gradually altered the tile’s appearance until – Wham! The color was different. Once he knew what the discoloring culprit was, he could take steps to address it.
Little Lead Gen Efforts; BIG Business Results
In the context of lead generation, the same principle applies. Most advisors tackle some or all of the following lead gen activities because they know they should:
- Conversations with people
- Going to events where your prospects will be
- Putting out high quality, informative content
- Working with COIs who don’t seem to have any referrals
And it can seem like these activities aren’t paying off. It may feel like you’re spinning your wheels and wasting your time. Then suddenly – Wham! They start paying off!
- You get a referral from one of your COIs.
- Someone in your network wants to discuss your services because something has happened in their lives and now the timing is right.
And too often, what’s missed is that these results were from the many “little” things being done in the past.
Yes, there are “big things” you can do to make things happen faster – but they usually require big resources. One advisor spends $25,000 on a dinner event – with a very healthy payoff! But not everyone has those resources.
The good news is that when I look at the advisors who have built a very consistent stream of prospects, it’s usually not from those “big things.”
It’s from repeatedly doing the smaller, more consistent activities that then cumulatively pay off.
The Power of Consistency: Building Your Business Through Persistent Effort
My advice is to narrow your focus.
- Find the three activities that you know you can control.
- Create a plan or system for consistently executing them, week-after-week and month-after-month.
- Measure your activity and the results.
- Optimize accordingly to make sure that there is an eventual payoff.
Ultimately, it’s this patience, persistence, and consistency that will get you the client base and the business that you deserve.
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