Women financial advisors need to make room for themselves in the financial field by taking advantage of the strengths of their gender, says Amy Sitnick, senior marketing manager for SEI Advisor Network.

By playing to their strengths women, can be successful in the financial field that is still overwhelmingly dominated by men, says Sitnick, who spends much of her time consulting with women advisors on how to succeed in the financial business.

Sitnick is on the board of SEI Women’s Network, which conducts educational and networking events to support women in their professional growth and to help them succeed in a male-dominated field. SEI provides asset management, investment processing and investment operations solutions for institutional and personal wealth management.

“We are only at the beginning of having women in the financial business,” says Sitnick. “Many women investors want to work with a women advisor, but there are not a lot of them out there. This is a big opportunity for women advisors.”

One of the key pieces of advice Sitnick has for women advisors is to carve out a niche in the market for themselves: Concentrate on a specific kind of client, such as divorcees, women owners of small businesses, women who have been downsized from a particular industry or any other niche they are attracted to.

“I have a lot of conversations with women advisors about niche marketing,” says Sitnick. She tells them to have a honed "elevator pitch" to say what they can do for a particular niche client. Use social media to connect with these clients and have a strong website that gives specific examples of how she has helped similar clients.

“Be personal on your website. Tell about yourself and why you’re passionate about the business,” Sitnick adds. 

“Women are good listeners and good relationship managers” so they may want to get outside help for other services they provide clients and concentrate on what they do best, she says.

“Women advisors should get every financial certification possible and get a coach or mentor to help guide their business,” Sitnick says. “They should consider starting in small firms to learn all parts of the business. It is easier to break the glass ceiling at a smaller firm.”

To build a reputation and connect with people, women advisors should get involved in community events and organizations, then they should host their own events, she says.