Question for you today. As a financial advisor, do you find it difficult to differentiate yourself from the rest of the crowd? I don't blame you because there are just so many financial advisors out there. But don't lose hope!

Here are 3 differentiators that will make you stand out as a financial advisor in sales and grab the attention of the investors that you would like to have as customers.

1. Discover goal or challenge that they are facing prior to presenting your solution

Most financial advisors out there start by presenting their solutions. They would say how great their returns are, how long they've been in the market and the success that they have seen with their clients that invested in their investment solutions.

All this information about the solutions is great but it would be futile to send this information if it is not related to their pain point or challenge.

Also, investors are very skeptical. If you start by presenting the solution, they will see that you are trying to sell rather than helping them. Therefore, you need to have a helpful mindset, putting the hat of a financial advisor to help and not to sell.

2. Understand the Buyer's Journey

The buyer's journey has 3 stages:

1. Awareness Stage
2. Consideration Stage
3. Consideration Stage 

Most of the advisors out there only focus on the Decision Stage. They present the solution, and hope that by doing so it would intrigue them to sign on a deal for an investment.

However, not everyone is ready for the solution. Some might be in the Awareness Stage where they are still trying to figure out what they are looking for and to better identify their pain point or goal. Some might be in the Consideration Stage where they're simply looking around different investment options that is available to them.

You cannot assume that everyone is in the Decision Stage. There is only a few percentage of people who are in that stage. You will be missing out on those who are in the awareness and consideration stages.

If you are able to identify the needs of all 3 stages of the buyer's journey, you will be able to reach a lot more people.

3. Use content to nurture leads

The role of an advisor is to educate their potential investors as to what solutions are available out there that speaks to their pain point or challenge.

By using content to answer questions that they potentially may have or questions that you know needs an answer, you can use content. Not only you will help them understand their pain point, challenge and investment solution questions, you're also helping them move forward in the buyer's journey.

Someone in the Consideration Stage where you send ebooks, blogs and videos that answers questions within that stage, you will help them move towards the Decision Stage.

It's always best to use your own publication such as blogs, ebooks and videos. But if you do not have any, don't worry! For the time being, what you can do is to go on google and search for existing content accordingly. However, do place a priority to create your own content because it will help set you apart and to show that you are an authority in the industry.