Jeff Grail: Let me add that, at first, it may seem incredibly challenging to create this inviting environment for someone who is unfamiliar or unpracticed in the technology behind these virtual events. But like anything else, doing this for the first time feels new. It is different. It is unpredictable. But the more it is done, the more it will become comfortable and normal. 

A great example is when this first started, we were doing Zoom meetings and it required some learning. Then I started doing Zoom meetings with family members and now, rather than having them come over for dinner, we are having dinner virtually. It has only been a couple of weeks and it is already starting to feel normal. It's kind of cool and fun and we got used to it.  So, I think people with this crisis are going to get used to the digital format and it is not going to be as foreign as it may be now. Advisors should be reassured that they will be able to build a relationship across a computer screen with somebody and this will help then expand their reach across the country. 

Hortz: Any last thoughts or points you would like to share with fellow advisors about the need to pivot your business model to have a virtual client and community engagement strategy?

Mike Thurman: Unfortunately, this is not going to be the last pandemic or other world-changing event, and everybody deep down knows that. The human race is evolving and starting to become comfortable with the idea of digital interaction with other human beings. This is an opportunity for an advisor to interact with clients and prospects when they are needed most and can contribute to society.

There was already a trend forming where every advisor is slowly becoming a fintech and digital business. If they were not already using technology, they are now being forced to. This is merely a full-frontal catalyst. Financial advisors need to get comfortable with virtual relationships or seriously reconsider their position in the industry. At the end of the day, clients and prospects will remember the financial professionals who are able to offer connection, guidance, and reassurance during troubling and isolated times.

Jeff Grail: One of the things I love the most about White Glove is that we are innovators. We have pivoted to this virtual world very quickly and we're really excited about it. When the pandemic is over, we will be able to start doing live events again. However, I feel that we're going to continue with virtual seminars and we'll continue to innovate from there with other future virtual web products. I can tell you one thing, we will all need to continue to experiment to stay on the cutting edge. We were the pioneers of digital community engagement marketing with financial advisors and we will always continue to do that, whether it is live or digital.

The Institute for Innovation Development is an educational and business development catalyst for growth-oriented financial advisors and financial services firms determined to lead their businesses in an operating environment of accelerating business and cultural change. We position our members with the necessary ongoing innovation resources and best practices to drive and facilitate their next-generation growth, differentiation and unique community engagement strategies. The institute was launched with the support and foresight of our founding sponsors—Pershing, Voya Financial, Ultimus Fund Solutions, Fidelity, and Charter Financial Publishing (publisher of Financial Advisor magazine). For more information, click here.

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