Weekend in San Diego

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Peter Hensley reports on the Values Based Selling Academy in San Diego.

Monday, July 3rd 2000, 12:00AM

by Philip Macalister

At the same time that the San Diego Padres were beating the Florida Dolphins, (the Canterbury Crusaders were also beating the Otago Highlanders) over 150 financial advisers from around the world were being coached by Bill Bachrach on how to build high trust relationships with their clients. The international contingent was significant, over twenty from Canada, three from Australia, two from the UK and a lone Kiwi. Each paid UD$1,000 tuition fee plus all their own travel and accommodation.

The course, titled the "Values Based Selling Academy" is a three day intensive workshop, where advisers willingly work for almost 11 hours each day. The stories, anecdotes and examples are all real. We constantly heard that (1) clients will hire you to write a plan, (2) give you all their money, (3) stop working with other advisers, (4) do what you tell them to do and (5) tell everyone they know how good you are.

This message is guaranteed to get everyone’s attention. The advisers all had different levels of experience, sell different products, operate at different levels, and recommend different financial solutions. They all wanted to know, "how to do it better". If you paid attention, Bill showed you how.

The course is based upon his best selling book, Values Based Selling. If you have not read it, you should. Attendees at the latest Academy Training Course (held May 2000) each received an advanced copy of his next book "Values Based Financial Planning". Pre-orders have guaranteed it to be a best seller as well.

In order to "keep the flame burning" after the course ended, one attendee from the UK, has set up an automated internet discussion forum. Everybody who registered is able to send a message to one specific email address. The system then automatically on-forwards it to all people registered on the list. The forum is voluntary, and is designed to encourage those who have been a mite shy to implement the ideas and concepts taught at the course.

The power behind the course is difficult to describe. Major improvement in results is the key note underlying each story. I met several attendees who were doing the course a second time, each spoke of being able to harness an ability to relate well to prospective clients.

It has been three weeks since I returned to the land of the long white cloud. My business and marketing plans have been significantly restructured. They now allow for pre screening of prospects, elimination of solving clients problems at the free interview, and a significant increase in fees. For those interested in reading a real life example I encourage you to read the Serious Money column in the August issue of "Investigate Magazine" [available at all good bookstores and supermarkets].

The ideas, concepts and skills the course offers are excellent. Each participant can take and implement the part that suits them. The overall cost may make a New Zealand based adviser think twice about attending the next course. It is different, it is challenging, however it works. The course is not advertised anywhere and it is only available by word of mouth.

Bill Bachrach walks the talk and if you want to watch and listen, you should consider buying a ticket to San Diego in the spring time. You may want to visit http://www.bachrachvbs.com

Peter Hensley, The Money People Ltd, New Plymouth.

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