Bringing a ‘Main Street’ perspective to prospecting

K.C. Crahan • Shelbyville, KY
Crahan Wealth Management • LPL Financial

I grew up in a small town in northwest Ohio with a population of around 8,000. My father was fifth generation in a retail business, basically the local department store you used to find in small towns all over the country.

It is fitting that my practice is located on Main Street in Shelbyville, Kentucky. This is also a small town, with a tight-knit community. I love this atmosphere and the small-town feel and have had my practice here since 1994. Even though I have clients from other areas, I would not want to be based anywhere else.

There are pros and cons in a sense from a marketing perspective. When you are in a smaller geographic area, it is certainly easier to build your network and circle of contacts. I am very active in all sorts of civic and community organizations, especially those focused on the downtown business district. When I walk down the street, there is seldom someone who I do not know on some level.

The downside, if you want to call it that, is that as an advisor, I need to be very careful in not pushing too hard with prospecting efforts. The vast majority of my new clients come from referrals, so in this atmosphere my big emphasis is on building the strong client relationships and providing the excellent service that will lead to further referrals.

There are a few other advisors in our area, and I think they are all good, though with somewhat different perspectives and ways of doing business. I tell prospects that the critical next step for their financial well-being is to work with an advisor, even if it is not me. The single most important thing in a client relationship is making sure there is a comfort level on both sides of the table.

I describe myself as conservative and risk averse, but with very high aspirations and goals. If a prospective client shares that type of mindset, it sets a strong foundation for an excellent relationship. I also try to differentiate my practice by telling prospects that even though we may be located in a small town, I have the resources to bring world-class products, services, and strategies to work on their behalf. That is a powerful message that works well.

Disclosure: K.C. Crahan is a registered representative and investment advisor representative and offers securities and advisory services through LPL Financial, a registered investment advisor. Member FINRA/SIPC. The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual. All performance referenced is historical and is no guarantee of future results. There is no guarantee that a diversified portfolio will enhance overall returns or outperform a non-diversified portfolio. Diversification does not protect against market risk. Investing involves risk, including loss of principal.

Photography by Chris Cone