Clients are becoming increasingly aware of the vast array of financial choices and this trend presents both potential problems and opportunities. Planners who are not striving to improve their competence and level of service may quickly find themselves out of business. By contrast, those planners who practice professionalism create the trust that will separate them from their competitors.

Professionalism is one of the critical characteristics that separates high-level producers from those floundering in the financial services business. Your level of professionalism can be enhanced by ensuring you are performing at an optimal level in each of the following four areas:

Service: It is critical that we be proactive in dealing with our clients. The recent stock market correction is a perfect example of this. Be active in your field of expertise, take up relevant courses and improve you knowledge as well. Also, planners who are waiting for the client calls are losing business. Contact your clients via e-mail, snail mail, phone and fax. Reassure them about their program before you get that anxious phone call.

Appearance: You don’t have to look like Tom Cruise to be a high producer but you do have to look like a professional. That includes common sense items like being cleanly shaven, well groomed and avoid heavy jewellery and perfumes. Don’t give your client extra reasons not to buy from you. They need to be comfortable in your presence.

Education: Always stay in tune with the changing financial environment. This will not only allow you to better serve your clients, but give you the confidence you need to build your practice. Be active in your field of expertise, take up relevant courses and improve you knowledge in other areas as well.

Enthusiasm: With the amount of negative information cluttering the financial landscape, it is critical we stay enthusiastic about what we are doing. A few basic techniques include making sure you are well rested, trying to exercise on a consistent basis and listening to motivational audio cassettes or reading inspirational messages at the beginning and end of each day.

Many of these ideas require a lot of discipline but top-level planners are willing to make the sacrifices and develop the positive habits necessary to create a professional practice. And actually, it's also healthy, fun and most importantly - extremely rewarding.