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In the world of prospecting and growing our business, we’re often asked to do uncomfortable things. Things that don’t come naturally and often end in rejection. And unless you’re a glutton for punishment, rejection isn’t something most humans enjoy.
Soliciting Vendors at Conferences
One of my most effective (and uncomfortable) ways to get the word out about my behavioral finance speaking and training is by talking to vendors at conferences. They’re there to showcase their products to advisors, and I walk up and start talking about mine.
It’s awkward. I don’t enjoy it. But I know some firms are looking for meaningful, behavioral value-adds — and I have them.
Most of the time I’m politely rejected. Occasionally, someone’s uninterested before I finish my first sentence, and I just smile, wish them well, and move on. But every now and then a genuine conversation happens, contact information is exchanged, and follow-up begins. Usually, nothing comes of it. But sometimes, just sometimes, something does. And it only happens because I do what I’d rather not.
I Got Lucky… But Almost Didn’t
This past spring, I attended a conference solely to meet vendors. My new book was about to be released, and The Behavioral Advisor Academy was nearing completion. I needed to spread the word.
I typically focus on firms where there’s a natural fit and skip the giants because there are too many layers between the rep at the booth and the real decision-makers.
One morning around 7 a.m., I wandered through the quiet exhibit hall. Almost no advisors were there, and few booths were manned. I noticed a rep from Capital Group. My instinct was to keep walking; they were probably too big to bother. But neither of us had anything better to do, so I stopped to say hello.
At first, I wasn’t planning to talk business. But as we chatted, he noticed the book in my hand and asked about it. I shared a bit about what I do…the books, the behavioral tools, the work I’ve been building for over 14 years. He was genuinely interested and said he’d pass my information along. He was kind and sincere, but I didn’t expect much. Big firms can lose a name fast.
To my surprise, that’s not what happened.
A Fortunate Break & Resource For You
A week later, I followed up. He responded quickly, saying he’d already shared my information and would follow up internally. A few days later, I was looped into an email chain that eventually reached the right person.
Fast forward a few months. I’d been in ongoing conversations with Capital Group. One of their senior writers read my new book, loved it, and asked to interview me for an article on financial therapy and advisors. Of course, I said yes.
That article was published this week. You can view it here.
Will anything more come from this? Maybe. A few possibilities are floating around, but large firms move slowly and priorities shift. Either way, I’m grateful for what’s already come of it, and reminded of something important.
Sometimes, growth means sticking your neck out when it’s easier to stay in the shell. Most of the time, it doesn’t lead anywhere. But every once in a while, it does.
And when it does, it changes everything.
Related: Why ‘Popular’ Advisor Communication Fails Clients—and What Actually Builds Trust