In today’s conversation, I’m thrilled to speak with my friend – and the best-dressed person I know – Pellegrino Castronovo, the owner of Pellegrino Castronovo Fitted Tailoring. I first met Pellegrino at Jayson Gaignard’s Mastermind Talks out in Carmel, California, (so special thanks to Jayson for assembling the incredible group of people he does each year at his event). Then I had the opportunity to experience Pellegrino’s custom fitting first hand when I visited Montreal last summer with my family and I knew there was so much he could share when it came to creating an incredible client experience and how your image can impact your business, either good or bad. Getting fitted suits from Pellegrino quickly taught me something… He pays more attention to the smallest details of the customer experience than anyone else I know. He understands how to build trust, connect with people in an authentic way, and deliver a true luxury experience in every sense of the word, something that obviously relates to your job as a financial advisor.

Pellegrino has fitted professional athletes in the NFL, NBA, NHL, and MLB, many of the top brass in Formula 1 racing, Sugar Ray Leonard himself, and many other notable celebrities. So he definitely knows a thing or two when it comes to catering to high net worth individuals and how your fashion sense can impact your clientele.

Today, we discuss fashion tips for financial advisors. We get into the brilliant, yet simple things that you can do to market yourself and stand out in a “sea of sameness”. As financial advisors, we can learn a lot from Pellegrino’s processes and insights. Also if you’re listening to this podcast, I highly recommend checking out the show notes or visiting our YouTube channel to watch this episode on video so you can see Pellegrino’s custom work and a visual example of how he made even his “business card” experience a unique one.

 

Here are a just a handful of the things that you’ll learn:
  • [07:44] Pellegrino reveals how he can tell a successful financial advisor apart from an unsuccessful one, before they ever open their mouths – and how the way you dress impacts how your clients and prospects perceive you.
  • [28:12] How visiting other tailors helped Pellegrino better understand, improve, and develop his customer experience – and why he believes every advisor should go engage with at least three other financial advisors if they want to play at the highest level possible.
  • [41:13 How clothes gives us confidence – and the story of the time I put on a suit for the biggest recruiting call of my life, even though no one else was going to see me wearing it.
  • [42:48] The 3 clues to look for when hiring a custom tailor in your market that can give away whether or not they are a true master of their craft.
  • [01:04:18] How Pellegrino found his own financial advisor – and the #1 thing he looked for when making his decision. He shares his internal dialogue and the psychology of your prospects when sitting across the desk from you. HINT: If you’re trying to copy what the “other guys” are doing, you’re doing it wrong! Pellegrino reveals the link that’s often missing for most financial advisors – and I promise, it’s something you can implement immediately!
Some pics taken from my visit with Pellegrino in Montreal with my family last summer…

Pellegrino Castronovo Pellegrino Castronovo & Brad Johnson 

SHOW NOTES:

  • [08:00] How renting a Lamborghini and dressing better than everyone else in the field helped someone break into a totally saturated market.
  • [09:17] Why people are always looking for telltale signs – and how they create confidence, make people think you’re legitimate, and build trust.
  • [12:21] The reasons customer experience – and how you dress – matters.
  • [13:23] Why dressing well lets people know you’re doing something right.
  • [14:21] The reasons a high level of trust is required in both tailoring and financial advising.
  • [15:11] Why I call Pellegrino the Suit Whisperer – and how Pellegrino uses his gifts to highlight specific qualities in a person as he dresses them.
  • [16:24] Pellegrino’s thought process as he fits someone – and why he’s always looking for the disconnect between what someone’s saying and their body language.
  • [17:21] How Pellegrino first perceived and read me when we met.
  • [20:57] The key wardrobe details financial advisors should steer clear from.
  • [22:60] Why people perceive sloppy dressers as sloppy in the rest of their lives as well.
  • [24:16] Why financial advisors can learn from my experience getting fitted by Pellegrino – and what you absolutely cannot miss when building trust in a new business relationship.
  • [29:00] A simple and absolutely brilliant marketing idea I learned from Pellegrino’s jackets.
  • [34:58] The reasons clothes give us a heightened sense of confidence.
  • [49:05] The surprising story behind Pellegrino’s striking jacket linings.
  • [51:20] The one thing everyone needs to experience on a trip to Italy.
  • [54:54] The first person who comes to mind when Pellegrino thinks of success.
  • [56:01] Why Pellegrino would like driving to be thought of as absurd in 25 years – and why I agree.
  • [58:49] The reasons Pellegrino is fascinated by art that triggers negative emotions inside of him, and how it reaffirms the fact that we rely on stories to connect with others.
  • [01:02:48] Why giving people what he wants has been so key to Pellegrino’s success.
  • [01:04:18] How Pellegrino found his own financial advisor – and why he always looks for stories, even in worlds where coldness is sometimes equated with professionalism.

SELECTED LINKS FROM THE EPISODE

PEOPLE MENTIONED IN THE EPISODE

REVIEWS OF THE WEEK

Thanks for checking out the latest show! I really appreciate the couple of minutes you all have taken to share your thoughts as the reviews help our show get found and rank on iTunes! Also special thanks to those of you who left a review since our last show as we are now in the triple digits with 106 reviews – THANK YOU, THANK YOU, THANK YOU!

Here are 4 more recent reviews, the first one comes to us from user findingtheunfound who says:

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Thanks for the review and I love that you found the podcast early on in your career as it’s my goal to condense years worth of knowledge into each episode by bringing some incredible guests on and asking them questions I know financial advisors are wondering about based on my decade plus of conversations with them. I was trading LinkedIn messages with a college student who reached out to me the other day saying thanks for the mentorship and it really hit home to me that with today’s technology, there really is no barrier to seeking out wisdom, it’s about who makes the time to go out and get it, so well done on your end, keep it up and the extra effort will pay huge dividend in your practice, that’s a promise!

The next review comes to us from Thorn Murphy who says:

Thorn, thanks for the kind words and was great to connect with you in person as well, so thanks for reaching out and applying to have a chat! Also I love the fact that you are not just focusing on the business side, but running with the family board meetings that Jim Sheils shared a few episodes back, it’s been the #1 most powerful thing I’ve done as a dad to connect with each of my children in a way that’s completely unique to them so well done! For those of you wanting to connect 1 on 1 like Thorn did for coaching or maybe you are interested in attending one of our events at AE Headquarters – you can apply in under 5 minutes at www.bradleyjohnson.com/apply.

Next up is phillipmills who says:

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First off, phillipmills, I want to thank you for serving our country as without you and others like you, none of us would be able to do what we do. If you happen to be listening to this, please reach out personally as well as one of my good friends Phil Randazzo happens to run a nonprofit named American Dream U whose sole purpose is to help veterans transition from serving to getting back in the work force and he’s partnered with Advisors Excel to get more veterans into financial services, so if you need any help with the transition, we are here for you. Secondarily, thanks so much for the kind words and review, means a lot to me personally that the podcast is helping you make the transition to financial services and will do my very best to keep putting out content that can serve others like you!

And the last featured review for the week comes to us from user Sunsteeler who says:

sunsteeler elite advisor blueprint itunes review

Thanks for the review and for listening in David! Also thanks for trusting us and making the transition to being part of the Advisors Excel family of advisors across the nation, we are glad to have you on the team and helping you grow your practice in a way that serves your clients up there in Omaha. As they say, better late than never right!?! Look forward to meeting you in person at an upcoming event and please let me know if any other guests you can think of who would deliver for you all on the show!

Already heard it once or twice? Please leave a short review here, and tell me which guests I should have on!

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TRANSCRIPTS

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DISCLOSURE

This is provided for informational purposes only. Producers are ultimately responsible for the use or implementation of these concepts and should be aware of any and all applicable compliance requirements. Results from the use of these concepts are no guarantee of your future success. Please be aware of and abide by any and all applicable gifting limitations.

AE04184053 This information is intended for financial professionals, it is provided for informational purposes only.