As a financial professional, you are probably used to people (laypeople, clients, family, friends, pretty much everyone!) not really understanding what it is that you do. You’ve no doubt heard your close family introduce you to others in a vague way, like “he’s a financial guy” or “he does something in finance.” While it may be okay for your kids to remain somewhat clueless of your profession, it is vital that your family and friends, who may be able to refer potential clients, and the potential clients and lawyers who use your services understand what you do and why they may need you.
Whether you’re a forensic accountant, a divorce financial planner, a forensic financial planner, or something else, your pitch must clarify what it is you actually do, whether you’re giving it to a lawyer or a layperson. Speak simply and clearly. Avoid using jargon or abbreviations. Don’t be afraid to dumb it down. Your field of expertise is complex, and to gain new clients, it is important that people understand you and what you do.
Identify your passion and then be sure to build it into your pitch. People are attracted to people who are passionate and the fact that you are passionate about what you do makes your pitch that much more attractive. How does that help you? The people to whom you pitch will want to introduce you to anyone they know who might need your services. Why? Because they will feel that they are doing you both a wonderful service, and people love to feel valued!
Practice giving your pitch as often as possible, whether it’s to a live person or to your bathroom mirror. The more smoothly it rolls off your tongue, the more comfortable you’ll feel giving it, and the more you’ll be conversing when you give it instead of “delivering” it. People conversing with you will take the time to listen when they wouldn’t if you were just lecturing them.
Constantly edit your pitch so that it is relevant. Create variations of your pitch. You may have one that is very simple that you give to laypeople, and one that is a bit more complex that you give to lawyers.
If you are a forensic accountant, you may mention that it is your job to locate, characterize, and value assets and income. If you are a divorce financial planner, you may specify that you look to the future and advise clients about how they can maximize their assets and income. And if you are a forensic financial planner, explain that your job is to testify in court regarding financial aspects of a divorce.
Remember that the goal of your pitch is to entice your listeners to ask you more questions about what you do. Be sure to be memorable, unique, and engaging. Include a call to action. What is it that you want the listener to do? Ask more questions? Retain your services? Tell a friend about you?
Finally, give your listener a chance to pitch to you. Your pitch will go over better if it feels like a conversation between you and your listeners, rather than a rehearsed speech that monopolizes your discussion.
With a memorable, easy-to-understand pitch, you’ll attract more clients who actually understand what it is you do, the clients that you really want.