I’m a people person. At the gym I try to get to know the regulars because we see each other all the time. It annoyed me when the mayor of the next town refused to return my greeting (for years)! When I walked over and directly introduced myself he said “I know who you are” and walked away. Although people said, “It’s because you are not a voter in his town,” I was still miffed. It brings up the question, “How do people make judgments about you?"
Let’s start beforehand:
1. Your online reputation. If your name comes up and they are in the market for a financial advisor, they will do online research. Where do you work? How long have you been in the business? Any complaints against you? Do an Internet search on your name. What comes up? What does your LinkedIn profile look like?
2. They ask around. In social circles, many people go old school. They ask their friends “what do you know about her?” If it’s in a professional capacity, it might be: “I’m looking for a financial advisor. His name came up. Is he any good?” A California advisor told me about a person who approached him about business. He asked: “Why did you choose me?” They replied: “I asked around. Yours is the only name that came up twice.” Do your friends know what you do and why you are good? If asked, can they tell your story?
3. Your firm. There are big wire house firms. Banks too. Sometimes they are the same. Insurance companies. RIAs. Private bankers. There are lots of structures and firms out there. Part of the judgment about you is the reputation of your firm. If your firm has been described as a “bucket shop,” it’s unlikely they will be talking with you. Your firm put lots of work into developing its public persona.
4. Your alma mater. If you graduated from Harvard or Yale, you can see why it’s an obvious plus. At the very least, they are interested in the extent of your education. If you graduated from a school like Penn State, there are an incredible number of alumni around (about 21,000 graduate each year). People may see a shared interest in the old school tie.
5. Professional certifications. Years ago, financial advisors passed the Series 7 and you were licensed. Today, credentials are important. If a person realizes they have a need for financial planning, they will likely expect you to have earned your CFP.
That’s background information. What about when you are face to face? It can happen anywhere. When on a cruise, I heard a fashion industry editor advise: “Whenever you leave your house, dress as if you are going to run into your old high school rival.”
1. Top foot, bottom foot. This means you are judged by your facial appearance (hair is a major factor) and by the quality and appearance of your shoes. Think about Boris Johnson, the U.K. Prime Minister. Part of his identity is his messy hair. People often speak negatively about this attribute.
2. Accessories. People notice watches and jewelry. There’s the urban legend about a cocktail bar in Asia. You were seated by the hostess. Where you were seated was determined by the quality of your watch. Accessories contribute to your image as a successful professional.
3. Does your clothing fit? It should. We often wear clothing that’s too tight, assuming no one will notice. British custom tailors were known for their skill in making people look good. (There was a line about this skill in “Werewolves of London.”) Well-fitting clothing can announce you are in good shape. It can say you are comfortable with your appearance.