Why Advisors Who Create Transformative Client Experiences Get Better Outcomes

“All work is theater. Every business is a stage. The services, the products, doesn’t matter what business you’re in. They’re just props. What you want to do is be an event. Something they look forward to. And when it’s on, it’s on. And when it’s over, we talk about it.” - Dennis Moseley-Williams

Listen to the full episode on Spotify, PodBean, and Apple Music.

You deliver services, but you stage experiences.

How do you differentiate yourself as a financial advisor when so much of what we do is focused on the products itself? How do you stand out in an industry where your peers can offer the same products as you? 

Our podcast guest has the answer: create an amazing client experience. 

Dennis Moseley-Williams is a certified Experience Economy Specialist - and only one of two in the financial services field. A sought-after keynote speaker, and author of “Serious Shift: How Experience Staging Can Save Your Practice,” Dennis and Chris discuss why selling investments and advice is not enough to guarantee success as a financial advisor in today’s growing experience economy.

CREATING EXPERIENCES YOUR CLIENTS WILL REMEMBER

The key, he argues, lies in staging experiences when you interact with clients. “Experience is about capturing your attention and holding it and creating time well spent,” Dennis said. “Service is about speeding things up and making them efficient. Experience is about slowing things down, making them personal and memorable and making a desire to linger.”

This is all part of the emerging experience economy. He’s on a mission to change the viewpoint of financial advisors and all entrepreneurs on how they should focus on the client first and foremost. You do that with the services you offer, but he believes the experience they have with you and your team is just as important and should be a vital part of your business planning.

When was the last time you had an amazing experience from a business that left such a great impression you had to tell all of your family and friends? How do you create THAT type of experience for your clients?

Throughout the podcast, Dennis shares standout examples in and outside the financial services industry and explains how you too can stage memorable experiences that can lead to better business outcomes. 

CREATING EXPERIENCES IS MORE IMPORTANT NOW THAN EVER BEFORE

Creating an amazing client experience is also vital to implement into your business as so much of the advice industry embraces the ease that comes with modern technology. Dennis argues that, while technology is important and great at helping us improve our overall productivity and efficiency, advisor should also take time to slow it down - to create an experience every time they interact with their clients... “Close to 60% of investors prefer zoom meetings. That means close of 60% of investors don’t think there’s a reason to go in to see you, you’re not worth the drive. So let’s turn that around. You should be a can’t miss event.” 

Be more than “this could have easily just been an email.”

Listen in to learn:

📝 The difference between client experience and client service and what this distinction means for your business.

📝 Why you should begin every interaction with a desired ‘emotional outcome’. - what is it you want your clients to feel with every interaction

What would you do differently if you were to charge admission

📝 How technology is influencing the client experience

Chris challenges advisors to think about how they are creating exceptional client experiences by asking themselves what they would do differently if they were charging admission

Be sure to subscribe to Turning the Page on Apple, Spotify or whatever podcast app you use!  If you found the information helpful, be sure to share it with another financial advisor who could use these words of wisdom!

Would you like to have a chat with Chris? Have a question for him? Would you like to pick his brain? Set up a virtual coffee to chat here: https://aspect.ipcc.ca/turning-the-page-podcast#grabcoffeewithchris