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    • 5 Characteristics of Successful Insurance Agents
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9 Tips for Creating a Financial Advisor Business Plan... 

Financial advisor business plan
​​​You probably became a financial advisor because of some deep goal that you have. 

The goal to make money. The goal to help a lot of people. Maybe some other goal you have. 

But a goal without a plan is just a wish.

That’s why it’s important for financial advisors to put together a business plan - so they know where they want to go and how they can get there. 

A business plan should serve as the blueprint for your business. You wouldn’t build a house without a blueprint, so why do the same with your livelihood? I'm a strong believer that when starting a financial planning business or your own financial advisory business, you should begin with a plan in mind.

Here's what we'll cover: 


  1.  Don't Treat The Business Plan As A Static Document
  2. Keep Displacement In Mind As You Create It
  3. Include A Plan For Hiring People
  4. Understand That It Doesn't Need To Be Fancy
  5. Do Your Research First
  6. Be Conservative With Your Finances And Projections
  7. Review Your Competition
  8. Learn From Other Successful Advisors' Business Plans
  9. Answer These Four Questions
Picture

But Do You Need a Business Plan?

Honestly? No, you don’t NEED a business plan.

Even if you don’t write a plan, you still have to consider how you can seize opportunities, build a solid foundation, start marketing, etc. Every business has to start with a plan, whether it’s a mental construction or a more advanced description written out over ten pages. You don't need a fancy financial advisor business plan template or anything like that.

Here are my personal thoughts on a business plan: I don’t believe that a business plan has much of an impact on a business's success but I do believe that a plan increases the chance that the creator will follow through. In a nutshell, when starting a financial advisory business, people who make a plan are more likely to get off their butt.


Does that mean that the plan will be followed to the letter? No. I said that it makes people more likely to get off their butt, not execute the plan itself. I think Dwight Eisenhower said it best: “In preparing for battle I have always found that plans are useless, but planning is indispensable."

A written plan forces you to evaluate multiple areas of your business at once: your value proposition, your operations, your marketing plan, and more. 


With that being said, here are some of my favorite financial advisor business plan tips: 

1. Don't Treat The Business Plan As A Static Document

A business plan is NOT something that you put together once and then toss aside once you finish. It is a living, breathing document that changes with you and your business. 

Your business plan is not a static document. It will change over time as your business develops. It’s useful for forecasting and establishing timelines, but things change. Maybe you end up reaching your short-term goals much faster than you anticipated. Then you can go back to your plan and make your other goals even bigger.

Besides, the longer your plan looks out into the future, the less reliable it will become. Longer-term plans should be more generalized instead of focusing on specific tactics.

I review my own business plan once per year because I schedule projects into a yearly calendar (as explained later in the article). Doing this forces me to do a yearly check-in with myself to make sure I'm focused on tasks that will move the business forward and bring the most value to financial advisors. 

If I spot an opportunity that will allow me to serve financial advisors in a better way, I will adjust the business accordingly. I recommend you do the same with your business to serve your clients. :-) 

ALSO READ: Pros and Cons of Financial Advisor Coaching - Should Financial Advisors Hire a Coach?
Financial advisor business plan shouldn't be a static document

2. Keep Displacement In Mind As You Create It

Displacement is the idea that whenever you do one thing, you give up doing something else. It’s the opportunity cost that comes along with every one of life’s activities. 

When you’re putting together your business plan, understand that in order to pursue a particular route, you are giving up other routes you could’ve taken. This is a powerful technique that will help you map out your most valuable business-building elements.

As an example, many financial advisors get enamored with fancy (and expensive) software and tools when they start their businesses. After a few months pass, they realize they don't use these tools as often as anticipated. Unfortunately, the money is gone and the opportunity cost is real.

These advisors would've been better served by recognizing opportunity cost from the very beginning and allocating their resources to a higher and better use. 

3. Include A Plan For Hiring People

I see a lot of financial advisors get fired up about setting goals and making a plan, but when they put together their business plan, they only focus on themselves. While this is okay for a little while, eventually they will wish they mapped out a hiring process in advance. 

Here’s why: most financial services professionals don’t consider bringing on an employee else until they REALLY need one. When that happens, you’re more likely to make mistakes, and they’ll cost you. In fact, a bad hire can cost many times the allocated salary. 

Here’s some sad news: since Gallup started tracking employee engagement in 2000, less than a third of employees report being enthusiastically involved in their work. Take out the people who were lying through their teeth and the figure is even lower. 

Is that cynical? Maybe. But you need to thoroughly think about how you’re going to filter out all the bad apples from the bunch. You seriously cannot afford to make a bad hire early on in your business. 

If you’re a financial advisor who wants to grow his/her business beyond just what you can produce, you need to look for people that can do things better than you It could be asset management, making financial plans, or market analysis. You want to focus on the things you excel at (and enjoy) and hire out the rest. I’ll save my tips on hiring/building a team for another article.

And if you already have a team in place, set aside a time to discuss your business plan with them for at least a few hours. You can have them ask questions and suggest ideas, making any needed changes as you go along. 

Picture

4. Understand That It Doesn't Need To Be Fancy

One of the biggest mistakes financial advisors make with business plans is failing to write one in the first place. Most of the time, the business plan doesn’t get written because the advisor is intimidated by the process. He or she thinks they need a Harvard MBA to create a business plan. 

This myth holds many business owners back. A business plan doesn’t have to be a full-scale plan on pretty paper packaged neatly in a binder. You could scribble some notes on the back of a napkin for all I care - a few written ideas are better than no written ideas.

I do my personal business planning like this... 

First, I create a mind-map of all the things I would like to do in my business. Then, I make a list of those tasks and the resources it will take to complete them (people, money, time, etc.). It can take me a couple days to get all of my ideas down on paper.

Once I'm finished mind mapping and clarifying my ideas, I will get a calendar template and begin plugging the tasks into my calendar. If I have a task on my list that will take two weeks to complete, I will block out two weeks on my calendar and commit the time to that task. 

I go through my tasks one-by-one, plugging them into the calendar until I'm finished. The items on the calendar become my non-negotiable items. When planning out my days, they're the items that MUST get finished before I work on anything else. 

Because I'm competitive, I compete with myself to see if I can get these tasks/projects completed ahead of schedule. If I block out two weeks, I will push myself to get in done in ten days. Then, I use the additional days to complete non-priority,  "it-would-be-nice-to-do-these" type items. 

Financial advisor creating a business plan and kicking back

5. Do Your Research First

Your business plan is only going to be as good as the research you do for it. However, there’s a big difference between the quality of research and the quantity of research you do. Don’t get stuck doing research forever, because at some point you have to take action. 

If you’re targeting a particular niche (which I highly recommend), you want to do research on their demographics, psychographics, where they hang out, etc. You want to be prepared to make educated decisions based on the research you’ve done.

I've found that that the best financial advisors are very deliberate when deciding who they want to work with. They've also decided how many clients they can serve effectively and they know exactly how they're going to serve those clients.

Some financial advisors have a goal of getting as many clients as possible. I think this is the wrong approach. This causes your business to become chaotic because it becomes a "volume" practice instead of a calmer, more service-oriented practice. Wouldn't you rather have four quarters instead of a hundred pennies? 

NOTE: Interested in using Facebook to reach your ideal prospects? Read 9 Facebook Marketing Tips for Financial Advisors

6. Be Conservative With Your Finances And Projections

Not long ago I opened up my coaching shortlist and, no joke, got an application from a brand new advisor who wanted to make $10 million in his first year. Not bring in $10M in assets. I mean actually take home, after taxes, ten million dollars. 

I’m not the type to discourage people from big goals but this guy had never called a prospect before, had a completely empty pipeline, and was actually still in his company’s training. Needless to say, I rejected his application. 

When putting together a financial advisor business plan, be conservative with your finances. Write out that you’ll make less than you think and write out that you’ll spend more than you think. That way when life happens you will still be okay.

However, be careful not to anchor your business plan too strongly in industry norms. For example, most financial planning firms only spend 2% or so on marketing. That's pitiful, especially when you consider that marketing should be a profit driver.

Think about it: if you spent $1 in marketing and got $2 back, would you limit yourself to a self-imposed "budget"? I hope not! Don't be afraid to allocate more and more cash to marketing once you see it working. You will thank me later. 

Financial advisor reviewing his business plan

7. Review Your Competition

While I definitely think you should keep your eyes on your own paper, it’s naive to completely ignore your competitors. 

As a financial advisor, you’re bound to have other service providers within a few miles of where you operate. Take some time to figure out what they’re doing to market their services and build their business. Answer some of the following questions; 


  • How are they getting new clients? 
  • What does their website look like? 
  • Do they have a unique selling proposition? 
  • Why would someone choose them over you? 
  • Are they building an email list? (If so, sign up for it) 
  • Are they hosting any client appreciation events? 

These are just a sampling of the questions that you want to ask as you do your competitive analysis. I always recommend identifying your top ten competitors. You don’t want this to consume too much of your time, but if you analyze fewer than ten competitors, you haven’t done a solid analysis. 

Another reason why you should focus on your top ten competitors is because you want to get in that space. When someone is shopping around for a financial advisor, they will seek out the top people in the space and compare them. That’s why you want to know what your competitors offer, how you can be different, and what you need to do to serve your clients better. 

Also, take a look at what your competition is doing wrong, so you can do the opposite. 

When you feel as if you’ve thoroughly examined your competition, take the information and identify some areas where you can improve.

8. Learn From Other Successful Advisors' Business Plans

Reach out to someone you admire and ask if he/she ever created a business plan. If the answer is yes, ask to see it. Ask some questions about the thought process behind it and how it was implemented. 

One of the best things I’ve ever learned that almost all of life’s skills can be learned. When you find someone who has already had success, you would be a fool not to ask them questions and figure out how you can learn from them. 

Plus, once you create your business plan, you can take it back to the person and have him/her critique it.

ALSO READ: How to Become a Successful Financial Advisor

9. Answer These Four Questions

At the heart of every successful business plan, these four questions are answered. They are: 

  • Who do you plan on serving?
  • What problem(s) do you plan on solving for the people you serve? 
  • How will you let them know you exist and that you solve those problems? 
  • Why would someone actually do business with you? 

This is business in a nutshell. All you really want to do is figure out what you want to do, who you want to do it with, how you’ll find them and why they should choose you. If you can cover those four bases, you’ll be well on your way to success.

If you're still stuck, you can start by reviewing your previous year and asking yourself these questions: 

  • What went well last year? What were your successes? (Most of the time, the best way to grow a business is simply to amplify the successes that are already happening.)
  • ​What could you have done better? 

The Bottom Line

When you hear the term “business plan”, you probably think of a 20 to 40-page document, complete with graphs and pie charts and dangerously optimistic financial projections. 

I think these formal plans are so popular because not only are they taught as a necessity, but because investors and strategic partners almost always require a written business plan. Because it’s so common, the business plan as we think of it is accepted as normal. 

Instead of one of these, you should create an informal document. Follow the above tips and create a business plan that will cut to the chase and be effective. However, make sure you implement it - don't let your business plan sit on the shelf. After all, it was legendary management consultant, Peter Drucker, who said: 

"Plans are only good intentions unless they immediately degenerate into hard work." 


P.S. If you're a financial advisor who wants to get more clients from LinkedIn, make sure you check out How to Get Clients With LinkedIn: How Financial Advisors Can Set Appointments and Convert Prospects With LinkedIn
​
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  • Home
  • Get Clients With LinkedIn
  • Webinar
  • For New Advisors
  • Products
  • Inner Circle
  • Blog
    • 50 Things I Wish Financial Advisors Knew About Marketing
    • What's A Good Financial Advisor Marketing Budget? Here's What I've Found...
    • 5 Reasons Why Hiring A Financial Advisor Marketing Agency Is A Bad Idea...
    • 5 Elements of High-Converting Landing Pages For Financial Advisors (With Examples)
    • Why "Branding" Is A Terrible Idea For Financial Advisors
    • 9 Inbound Marketing Strategies For Financial Advisors That Are Working Right Now... (With Proof)
    • Financial Advisors: Here's How To Get 3 New Clients In The Next 30 Days...
    • I Analyzed The Websites Of Barron’s Top 100 Independent Financial Advisors: Here’s What They Do Differently…
    • 4 Things I've Learned From Testing 3.2 Million Financial Advisor Emails
    • What Is The Optimal Number Of Clients For A Financial Advisor? (My Answer May Surprise You...)
    • Will Financial Advisors Become Obsolete? (Future Outlook For Financial Advisors)
    • How To Become A Virtual Financial Advisor (Plus Traits And Tools To Help You Work Remotely)
    • An Open Letter To Financial Advisors With Imposter Syndrome (Plus 4 Tips For Overcoming It)
    • How To Overcome Objections As A Financial Advisor (The Right And Wrong Way)
    • 7 Priceless Tips For Financial Advisors Who Want A "Lifestyle" Practice
    • 9 Research-Backed Stress Management Tips For Financial Advisors (That Actually Work)
    • 3 Powerful Ways Financial Advisors Can Use Webinars To Get More Clients
    • 10 Catastrophic Ways Financial Advisors Sabotage Their Own Success
    • These 5 "Weird" Tips Can Help Financial Advisors Form Better Habits
    • 5 Financial Advisor Follow-Up Tips (That Won't Annoy Prospects)
    • How Financial Advisors Can Write A Book (And Use It To Get Clients)
    • 7 Ways To Make Your Financial Planning Firm More Profitable
    • 7 Actionable Goal Setting Tips For Financial Advisors
    • 10 Of My Favorite Productivity Tools For Financial Advisors
    • How Financial Advisors Can Make A Phenomenal First Impression
    • 3 Reasons Financial Advisors Should (And Shouldn't) Start A Podcast
    • Financial Advisors: 4 Reasons Why Buying Leads Is Like Burning Money
    • 11 Tips For Writing A Stellar Financial Advisor Bio (With Examples)
    • 7 Traits Successful Financial Advisors Have (From Someone Who Has Worked With Thousands Of Advisors)
    • 6 Common Financial Advisor Interview Questions (And How To Answer Them)
    • 5 Things Financial Advisors Should Know Before Buying A Book Of Business
    • Looking For A Financial Advisor Internship? Here Are 10 Things You Should Know...
    • How Hard Is The CFP® Exam? (Plus 5 Of My Favorite Tips To Help You Pass)
    • 10 Insurance Marketing Tips, Ideas, and Strategies (That Actually Work)
    • How to Become a Financial Advisor In 5 (Not So Easy) Steps
    • How To Make Six Figures As A Financial Advisor
    • 11 Lucrative Cold Calling Tips for Financial Advisors
    • 10 Things I Wish All Entry Level Financial Advisors Knew
    • 6 Video Marketing Tips for Financial Advisors: Why Video Marketing Is So Powerful
    • 7 Reasons Why Most Financial Advisor Sales Training Completely Fails
    • Pros and Cons of Financial Advisor Coaching - Should Financial Advisors Hire a Coach?
    • 9 Elevator Speech Tips for Financial Advisors
    • A Day In The Life of a Financial Advisor: 7 Things You Can Expect
    • 7 Awesome Content Marketing Tips for Financial Services
    • Pros and Cons of Being a Financial Advisor: The Dirty Details Nobody Tells You
    • 8 Things Nobody Tells You About Being a Financial Advisor
    • 10 Things Financial Advisors Wish They Could Do Differently
    • 10 Awesome Content Marketing Tips for Financial Advisors
    • 12 Best Financial Planning Questions to Ask Clients
    • 5 Online Reputation Management Tips for Financial Advisors
    • Here's Why Clients Fire Financial Advisors
    • 5 Things Financial Advisors Should Never Do With Their Clients
    • 9 Cold Email Tips for Financial Advisors
    • 7 Tips for Avoiding Burnout as a Financial Advisor
    • 9 Tips for Creating a Financial Advisor Business Plan
    • 7 Must-Know Google Ads Tips for Financial Advisors
    • 7 Awesome Tech Tools for Financial Advisors
    • 10 Insurance Email Marketing Mistakes You Need to Avoid
    • 12 Facebook Marketing Tips for Financial Advisors
    • 3 Lessons From An Advisor Losing $1,000 Every Day
    • 7 Easy & Actionable Social Media Marketing Tips for Financial Advisors
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    • 5 Client Loyalty Strategies to Help You Retain More Clients
    • 7 Client Referral Ideas to Help You Get More Referrals
    • 8 Tips for Attracting UHNW Clients (With Proof That They Work)
    • Top 10 Best Books for Insurance Agents (2020)
    • 15 Financial Advisor Prospecting Ideas & Techniques That Work!
    • 11 Awesome Client Appreciation Event Ideas for Financial Advisors
    • Life Insurance Leads - Should You Buy Them?
    • 5 Ways Financial Advisors Can Improve Direct Mail Marketing Results
    • 7 Reasons You'll Fail as an Insurance Agent
    • 7 Horrible Insurance Marketing Ideas
    • 5 SEO Strategies For Financial Advisors (That Actually Work)
    • Social Media Tips for Financial Advisors: Experts Weigh In
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    • 5 Tips for How to Sell Insurance Over the Phone
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    • The Best CRM for Financial Advisors (CRM Software for Financial Services)
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    • 5 Best Niches for Financial Advisors
    • How to Sell Without Being Pushy
    • How Advisors Can Get Out of Their Comfort Zone
    • 5 Characteristics of Successful Insurance Agents
  • Contact