Course 1: Module 2- Understanding your WHY

COURSE 1 ❖ MODULE 2
Understanding your Why

You are about to become an entrepreneur...

You are embarking on an exciting career as a Financial Representative. It's a career with purpose, and in true entrepreneurial spirit, it's a career in which the rewards are limitless, but you have to work hard to get there. One of the most important things you can do at the beginning of your career, is to understand your "Why" and to market yourself from this authentic place. Marketing yourself is key to your success and this first course will help set you up for a great career in Financial Services.

IT ALL STARTS WITH BELIEF

You can make a difference...

Your belief, your passion, your conviction . . . these are the most important elements for success as a financial professional. Belief in the good you do for others gives you confidence. You can make a difference in your clients' lives. Doing what is in the best interest of your client, is always in your best interest. Clients sense your commitment, and that commitment inspires them to take action.

🎬 Start with Why

🎬 WATCH VIDEO: There's a lot to learn from Simon Sinek's simple but powerful model for inspirational leadership -- starting with a golden circle and the question: "Why?" This classic TED Talk from 2009 has some timeless principles that can be applied to your career.

🎬 Discover Your Why

🎬 WATCH VIDEO: Discovering your Why is the first step in creating a successful career with purpose. Marty Nachemson, a managing partner at Prosperian Wealth Management, shares his own "Why" journey and about clients' unique relationships with money.

CREATING YOUR PERSONAL WHY STATEMENT

When someone you meet in the elevator asks, "What do you do?," what do you say? This is where knowing your Why makes a difference in how people respond to you. We call it The Elevator Talk. These examples of personal Why statements were excerpted from FR bios posted on agency websites or personal LinkedIn pages.

Can you imagine meeting one of these people in an elevator?

Eric Ruh
^{Third Coast Advisors}

"My entire career has been built on helping others meet their desired potential.. whether a client, fellow advisor, or someone I've coached along the way. Especially if they don't see this potential on their own or understand how to get where they want to be. My desire is to elevate everyone I meet, striving to leave them better off than they were when we first met"

Johnathan Pierre
^{The Bulfinch Group}

"It is my life's mission to serve others- positively transforming their lives. I am driven and inspired daily by my mother, a single parent who raised 3 children by cleaning Beth Israel Deaconess Medical Center for 30 years. Despite our financial situation, my mother's priority has always been to serve others. Blending my passion for helping others with the need for sound financial servicing, I am able to serve and impact countless people, their families, small businesses and future generations."

Mahesh Odhrani
^{Strategic Wealth Design}

"People know me as the Connector and as the Giver, always trying to create win-win relationships while making sure that I am adding value for every person I touch. My passion is helping people and I absolutely love working with individuals, families, and small businesses helping them achieve their financial goals. Providing a high level of care and attention to every single person I work with is what makes me wake up with a smile on my face every day."

NOW IT'S YOUR TURN!

✏️ Crafting your own Why

Your Why is extremely personal. No one can create it for you. Here are some tips to help you through the process.

Think about it.
How do the concepts in the videos you watched apply to you? .
Write it down.
Write down words and phrases that resonate with you. Post it somewhere that you will see it often. Adjust it as new ideas come to you.
Say it.
Talk about why you chose this career with your manager, family members or colleagues. As you speak, watch for words or phrases that seem to resonate with your listener.
Be patient.
It may take a few tries before you get something that is both authentic and easy to communicate.
Let it grow.
Return to your why often to refine it. Don’t be surprised if it evolves over time as you gain experience in your career.
Use it.
Your why can become a part of your professional bio, your LinkedIn profile, and your personal introduction when you’re networking with prospects.

✏️ ACTION: Write down your Why

ANSWER THIS QUESTION: "So, what do you do?"

THE ELEVATOR TALK: a heartfelt and compelling Why can make people curious, interested and ready to take action.

The purpose of an elevator talk is to give someone a quick overview of what you do, and pique their interest enough so that they want to learn more. Elevator speeches should be adjusted to the person who is listening and be refined as you and your practice evolve. This is intended to be a commercial, not your entire professional biography, so make sure to keep it short and sweet.

The window of opportunity to execute an elevator talk is very brief, usually 30 seconds to a minute. Maybe it’s at a party, a networking opportunity or on an actual elevator. In any case, you have a short time to present who you are and motivate the prospect to want to learn more.

📄 ACTION: Download and read this Elevator Talk Quick Card

📄 ACTION: Download and read this Elevator Talk Guide

You've completed Module 2

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