Financial 'advice' or just another sale?

With the RDR looming in 2012 the onus is now on IFA's and financial advisers to mantain their qualifications at a higher level than previously. Simple FPC3 or CEFA qualifications just won't cut it any more and Diploma or Chartered status will now be almost a prerequsite. This is a smart move by the FSA partly designed to clean up the financial services industry and bring a regocgnised standard to the financial services industry. Advisory organisations will have to decide whether they want to go down the route of qualifiying their advisory sales force in order to make them truely 'independent' or stay as they are and be labelled as a 'sales' force.

Financial adviser or Sales man? What is the essential difference between a financial 'adviser' and a sales person. As a recruitment consultant working in the financial services recruitment industry I see a hell of a lot of different roles that all encompass the same specifications - the sale of financial products - whether on a self employed basis working through various providers (usually the ones with the best commissions) or as an employed adviser selling the products of your employer. Most roles will all involve some sort of up selling.

So how do you differentiate from an adviser providing true 'advice' or one selling you the product that best fits their needs or acheives their target. My advice - no pun intended, would be to construct a checklist of questions that you can use to validate whether or not the adviser is offering you advice in your best interests. Of course, before you interview financial advisers or IFA's to find out what they can offer, you need to ask yourself some questions first to determine exactly what you need. Is it a full financial overhaul or a lifelong financial plan with long term goals, is it just a mortgage or protection policy. The answers you give will help you determine who's services you will require. The questions to ask should resemble something along the lines of the below:

• What experience do you have? - find out how long they have been practicing, which companies they have worked for previously - it will give you an idea as to whether they will have the right experience.
  
• What are your qualifications? - will help you determine whether or not they have the right qualifications to be able to assist you
  
• What services do you provide? - Some may be able to offer pension tranfers, some may not, some may offer mortgages but can't do investment business - there are a few variations and the question is a valid one to determine if they can help you.
• How do I pay for your services? - A vital question to ask - since the RDR was announced more and more advisers are offering fee based services alone, rather than commission based - the advice offered is more likly to be impartial and true financial 'advice' as there is no benefit to the financial adviser pushing products from one provider (usually with the biggest commission rates!)

A simple list of just a few questions, but they will help the client to decide if the financial adviser is more of a 'salesman' then a true financial planner. In some cases, the advice and financial products offered by a financial adviser will be absolutely spot on, whether with the provider paying the best commission or not, so don't discount out of hand the financial advisers that will take the 'salesman' route after the RDR but if you are looking for truely impartial. independent financial advice then I would suggest a reputable IFA.

Lead Generation

Whether you work as a financial or mortgage adviser or even, god forsake us, as a recruitment consultant in the UK financial services market, chances are you will have been approached by a  lead generator.  Usually its a company located in India or in some cases in the UK but it almost always consists of banks of cold callers who will pre qualify a lead, usually with a scripted questionnaire of inappropriate questions.  Most will take your money and run whilst supplying you with ridiculously poor leads that have once upon a time, maybe last year, asked about a mortgage or a bond or if a recruitment consultancy, a job.

A year or perhaps two year ago, how many business's needed to employ the services of a lead generator?  Most were basking in the warm glow of a booming economy and leads were coming from traditional means, referral and recommendation, networking, cold calling yourself even.  As business dried up so did the leads and now most firms, whichever segment of the financial services market they work in are finding that lead generators are a viable and most times valuable resource.

I think its very much dependant on the initial outlay.  Well qualified leads from outsourced generating companies can be expensive and the ratio for success is something like 2 or 3 out of every ten.  So, imagine if each lead costs 50 GBP, to get a good return you will need to buy a large amount and that means a significant outlay.  And how many companies these days have that money to spare?

I would suggest that even if its difficult to find, it could be money well spent.  With most organisations finding it hard to see where the next business is coming from, a source of well qualified leads from a well managed and reputable company are a lifeline not to be scoffed at. It does however require finding a good company to use.  Find out what your colleagues or your peers are using, get a recommendation and don't be afraid to contact these companies and ask to speak to companies that have or are using them.  If they are any good they will supply you with names.

In any case lead generators are here to stay and until the economy starts to resemble, once again, the boom times of two years ago they are a viable source of income.

Is now a good time to be an IFA?

With the UK financial services market experiencing so much doom and gloom and with the redtops and the broadsheets conspiring to make it sound considerably worse than it actually is, its vitally important for the Independent financial adviser to try and ensure that they are the choice of the consumer rather than the 'big four' or the other high street banks and building soceities.
 
Given the behaviour of the banks over the last year or so, completely reckless and without consideration for recourse, mismanagement on a grand scale and complete ignorance of the consumer now should be the time that IFA's are marketing themselves as heavily as they ever did to ensure a fair market share of the displaced business.  I don't think that the brand that the banks have spent years nurturing is going to be strong enough to retain the consumer confidence that they have held for so long in its entirety and this means more business for the UK Independent financial adviser

The IFA is 'Independent', not tied or multi-tied, nor do they fit into any of the new breed of groups of sales or 'generic' advice.  Their actions are based on the need of the client and not on the requirement to achieve a target or the need of a banking or assurance institution.  There is no sales target, most are self employed,  they have no product targets, they're not required to sell a particular quota of say, life assurance or bonds.

Another good thing to the IFA is that most of their business comes via word of mouth with a good recommendation.  There is no reliance on counter  staff almost kidnapping customers as they walk in branch and harrying them until they agree to see what can loosely be termed an 'adviser' and in truth probably comes closer to a sales person.

Also, they aren't multi-tied,  which means that they don't have to try and sell one type of protection product from a limited panel of providers which conveniently happens to be more expensive for the client to purchase, simply because the commission is loaded.  This practice is called dual pricing and is demeaning: there's the real price (which they would rather have teeth pulled than show the client) and there's the one specially arranged between the 'multi tied' adviser and the insurance company.

Independent Financial advisers pride themselves on always being able to offer the best advice at all times and they will always act on the clients behalf and not with a hidden agenda - Now which would build the better relationship?

Pre Qualified - The best way!

Recruitment for Dummies - Part1 - Pre qualified candidates

For the seasoned professionals out there this will be a tremendously boring entry as I am certain that the reasons as to why Pre qualified candidates are an absolute must will be plainly evident to most but bear with me, for the uninitiated its pretty valuable information and perhaps even more so today than it was yesterday.

There are two vital components to the matching of candidates to roles in the UK financial services industry. The actual sourcing of the candidate - obviously quite important! And something we will delve into in greater detail at a later date, and the second is pre qualifying them or matching them to the role.

Its hugely important once you've found your candidate to make sure that they are a good fit for the role and even more so today than it perhaps was a year ago. The UK financial services industry is contracting and client companies are more definitive as to their specifications now, a lot more than they used to be. To use a sliding scale as an example, whereas last year the client company might have taken a look at a candidate who, in terms of skills and qualifications being a match to the role, was a 6.5 or 7 out of 10, this year they want a 9.5 or 10! So the skill comes in not only finding the right candidate but pre qualifying them to be absolutely sure that the guy/gal you are putting forward has a damned good chance of getting the job. Time is precious in the UK FS recruitment industry and you don't want to be wasting it on a candidate who plainly has no chance of getting the role when it could be better spent finding someone who would have.

Firstly, there are two ways of making sure the candidate is right for the role - pre qualify them over the telephone or face to face. Of course, face to face is the ideal, it's so much easier to build a rapport with the candidate. Still, if distance makes it prohibitive, the telephone, providing the questions asked are asked in the right way and the right questions are asked, is a very good way of ensuring you have a good fit.

Open questions are King - a good recruitment consultant asks the right question and then sits back, listens to the answer and dissects whats relevant and whats not. But let the candidate do most of the talking - you'll find that you'll get a much better idea as to whether or not they are a good match to the post you're looking to fill. Do they use a good conversational style, are they easy to understand, do they use relevant phrases and words, are they confident, expansive? A good financial adviser should tick of all of those boxes.

As a consultant in the UK financial services recruitment industry its more and more important to make sure that you have the right person for the job you're trying to fill. Its no longer good enough to just take a CV off a job board, find out if the candidates interested in what you have to offer and send it off to all your clients in the area. Pre qualification is the key - be more selective, throw less mud against a wall - and watch more of what you do throw - Stick!

Social Media, new business gold or a waste of time?

For recruiters in the UK Financial services industry its a turbulent time to be doing business. Companies are downsizing, there are less actual vacancies, organisations are a lot more specific than they were a year ago as to what they want, candidates are more likely than ever to be dealing with another agency and its more difficult to find advisers and finance professionals of the right quality. So, in my mind, anything we can use to our advantage in terms of both sourcing new business and new candidates is more than welcome. In any case, the value of social networking, if used correctly can be immense as indicated by the number of people now using social networking sites.

The strength of your brand and therefore your business is influenced heavily by the web and other media's and of course, word of mouth is still one of the best ways to build a reputation. Everyone has access to a computer and the FS recruitment industry is now recognising the value of social networking, 'word of mouth' for the electronic age, in building a brand and finding new business. Twitter, LinkedIn, Facebook, Myspace, they are all valuable tools in getting your name and your reputation out there and most, if not all offer company profile pages.


There are obviously things to do and things not to do when raising your profile on these sites and I suppose it won't hurt to list one or two:

• Use your real name and not just a faceless brand ie; Jim@ XL-Recruitment rather than just XL-Recruitment - it builds a more user friendly image


• Use recommendations - a powerful tool!


• Be careful about the content placed on your profile - it has to come across as human and not just an organisation


• Target the audience you want and focus on those particularly
  

Just a couple of things that should be looked at when building your brand on social networking sites.

Most of these sites have job boards now, which are again a hugely valuable resource, and some of the networking groups can be real sources of value. If anything though, the key to it is getting the right people. The same as sourcing in any particular way, its about finding the right calibre of individual or the right opportunity.

Web based marketing is here to stay and over a difficult period, the more widely you are known and the better your brand recognition, the more value will come from what you are doing. I think in the UK we are perhaps a little behind our friends across the pond in recognising the value of the web to the UK Financial Services recruitment industry but we are catching on and the more time spent building your brand, the better the rewards. Social Networking? S Where do I sign up?

Is financial advice made an attractive career prospect?

How many times did your careers adviser suggest to you at school or college that you might like to be a 'financial adviser'?

If they were anything like mine, I doubt very much if they mentioned it once. Is it the industry itself that is seen as an unattractive career choice or is it the fact that its not advertised heavily and pushed like other career options such as 'nursing' or 'teaching'. The financial adviser should be of no less value than those careers. Arranging someones finances to enable them to achieve their dreams is a noble idea certainly and one that should be marketed. The reality however is that an industry that has seen better days in terms of consumer confidence is awash with people that don't generate much in the way of trust - no offence to the hundreds of thousands of very, very good professionals out there - its more that one or two bad eggs that are heavily publicised have more effect on the uptake of a new generation of advisers than the good ones do.

So what can the financial services industry do to make itself a wholly more attractive career proposition? Can they offer FS exams as a supplementary addition to the curriculum? work experience shadowing financial advisers, apprenticeships perhaps? Cash incentives like the golden handshakes offered to teachers?

They say that there is no such thing as bad publicity, I beg to differ, given the pounding the FS industry is taking at the moment in the media, however, I think the best thing that financial services can do to make itself more attractive as a career choice, is clean up its act, regulate itself more critically, make itself whiter than white and restore consumer confidence in what to date has been to most, a shadowy law unto itself. Only then will we see more younger people entering the industry.

Is generating new business the Key?

Or is it servicing the clients you already have at a higer level than previously? I think there are pro's for both and given the state of the ecomony in the UK financial services market currently, there is nothing wrong with having more than one string to the bow.

Generating new business does not always mean the corresponding 'new revenue', well, not immediately anyway. For a financial adviser in the UK there is much importance placed on the generation of new business, particularly in interview. One of the key questions you will be asked at interview is not 'how much total you have written in gross commissions or API' but 'what was the percentage of new business'. Because an adviser with a large percentage of new business is a proactive adviser, someone who is not afraid to contact new people and sell the company, its services and finally 'a product'. In some cases, although you may generate the contacts, it can be difficult to convert them to 'business' without demonstrating a high level of client servicing first.

Which brings me nicely onto new business generation via the servicing of existing clients. How mant times a year do you phone exisiting clients? I would suggest it should be plenty. The better serviced a client feels and the more happy with the service received, the more likely they are to refer you to their friends or their colleagues. It doesn't take a genius to work out that referrals from someone who is already happy with the way you treat them are almost certainly more likely to do business. Word of mouth is a powerful marketing tool. In this day and age with email and social networking at the forefront of any brand recognition strategy, treating your exisiting clients in the most considerate way possible is a very good way to secure new business.

As I said at the beginning, there are pro's and cons for both and you should definitely pay equal attention to both areas of business, if you want to be succesful that is!