Don’t Bad-Mouth Other Advisors

You probably don’t bad-mouth your competitors by name, but have you ever said something to the effect of “Some advisors will sell you an annuity you don’t need,” or “Widows are vulnerable to predatory financial advisors"?

When you disparage other advisors, you plant a seed of doubt for all advisors, including yourself. How does the prospect know you aren’t a predatory advisor? They don’t, and you may end up scaring them into inaction.

Instead of painting your competition in a negative light, paint yourself in a positive light. For example: “We find that 9 times out of 10, there are better, less expensive options for our clients than annuities, which is why we don’t recommend them.” Or: “Our clients choose us because they want a financial advisor they can trust to look out for them during this vulnerable time.”