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2013 Prospecting Resolutions
November 2012
Courtesy of Advisor/Client Solutions
Your Host: Wendi WebbDirector, Advisor/Client Solutions
13 Ways to Engage Clients & Prospects
in 2013
Today’s Agenda
• What is Client Engagement?How it generates prospects, referrals
• Prospecting Resolutions13 for 2013 + a Bonus!
• Get FocusedAdvisor/Client Marketing Boot Camp
Business Development
"66% of all new clients come from referrals"
Source: Pershing
Business Development
The Referrals Mystery
Source: Schwab’s “Economics of Loyalty”
Referrals
Source: Schwab’s “Economics of Loyalty”
The Engaged Client
Source: Schwab’s “Economics of Loyalty”
The Engaged Client
Source: Schwab’s “Economics of Loyalty”
Who’s Comfortable Referring?
Source: Schwab’s “Economics of Loyalty”
Top Communication Practices
Source: Rydex/SGI Advisor Benchmarking
Client Time & Profitability
Source: Rydex/SGI Advisor Benchmarking
13 Prospecting Resolutions for 2013
Resolution #1
Set up a
“Dazzle-New-Clients
Welcome Program”
The Dazzle Program
• Offer New Client Welcome Kit
• Build 90-day contact schedule
• Send educational materials through
multiple channels
• Schedule a follow-up meeting
• Invite them to one quarterly event
• Send 90-day progress report
Resolution #2
Focus on a
niche or target market
Finding Your Niche
Your
Niche
Resolution #3
Discover
clients'
hot buttons
Nail Pain Points
• Conduct 10 "information interviews"
• Read the news with purpose
• Review local economic/business reports
• Client surveys
• Lurk on social media
• Indentify short-term problems
• Note language used
Resolution #4
Develop 6compelling
marketing
messages
Get your Get your Get your Get your
Auction Rate Auction Rate Auction Rate Auction Rate
Securities Securities Securities Securities
here!! here!! here!! here!!
Next best Next best Next best Next best
thing to cash!thing to cash!thing to cash!thing to cash!
6 Marketing Messages
Resolution #5
Schedule regular
educational activities
Educational Activities
• Client reprints
• E-mail newsletter
• Whitepapers/reports
• Regular market talks
• Educational workshops
• Regular conference calls
• Blog
• Videos
Client
Reprints
Educational
Workshops
Whitepapers/
Reports
Resolution #6
Schedule a
series of
social
events
Types of Social Events
• Client appreciation events
• Wine tasting
• Golf outings
• Charity events
• Holiday events
• High teas
• Cooking classes
• Cultural events
• Retirement parties
• Dinner parties
• Dessert tastings
• Tailgate parties
• Niche interest party
• Guest speakers
• Picnics
• Movie screenings
Resolution #7
Hang where
your clients hang
• Patronize local providers
• Target community leaders
• Join the local golf club
• Join the local gym
• Meet the local media
• Find the watering holes
• Eat breakfast at the diner
• Become a local sports booster
Hangouts
Resolution #8
Devote ___ hours
each week to
face-time with
clients and
prospects
Dude! Looking
good!!
Face Time
Source: SEI
• Breakfasts
• Weekly lunches• Portfolio & plan reviews
• Coffee & donut
workshops• Peer groups
• House calls• Drop-ins
Resolution #9
Create a
communications strategy
Communicating
Source: Multi-Financial Securities Corp.
• Segment client list
• Create a communications schedule• Find good source(s) of content
• Use multiple channels
• Target clients' hot buttons
Resolution #10
Build your email list
List Building
• Update current client lists
• Build prospect & COI lists• Include ex-clients & prospects
• Capture names on website
• Add a sign-up link to your email signature
• Offer incentives for opting in• Always ask for permission
Email Sign-Up Box
Resolution #11
Research your
prospects
Prospect Research
• Review LinkedIn profile & other social media
• Scour prospect's website• Visit Hoover
• Visit SEC.gov
• Look at Zillow• Review local charities' annual reports
• Talk to the referrer • Set Google Alerts
Resolution #12
Get active on LinkedIn
Social Media
Source: Cogent Research
• Complete profile with
photo• Connect with clients &
prospects
• Review clients' & prospects' connections
• Monitor & update regularly
• Observe etiquette
Resolution #13
Stand for something
Potential Causes
• Retirement
• Social Security
• Debt
• Environment
• Charitable causes
• Financial literacy
• Politics
• College planning
• Health care
• Local stocks
• Inflation
• Small business
• Local issues
Resolution #14
Show up. Beconsistent
Consistency
• Choose a marketing activity. Repeat.
• Establish calendar of marketing activities
• Keep marketing materials current
• Make a time commitment
• Monitor monthly progress
• “Bet your car”
13 Resolutions for 2013
Advisor Marketing Boot Camp
• Assess your value• Find clients’ hot buttons• Build your messaging• Templates for
positioning statements, elevator speeches, sound bites & more
• 3 marketing strategies every advisor needs
• Set 2013 objectives• Create an Ideal Client
Profile• Write your FastStart
marketing plan• Implementation tips
• 2012 marketing review• 2012 marketing costs• 2012 marketing list• Hell Yes! Hell No!
Decision Tree• SWOT • "Allocate" your
marketing systems
• What your kit needs to accomplish
• Analysis of a bad kit• 8 components of a
dazzling kit• Write a killer bio• Get active in social
media
Jan. 24 Jan. 31 Feb. 7 Feb. 14
Advisor/Client Solutions
Join Us for Marketing Boot Camp!
Go to:
www.horsesmouth.com/bootcamp
Email:
Call:
888-336-6884 (Toll-free)
Courtesy of Advisor/Client Solutions
Jan. 24-Feb. 14, 2013
(4 sessions)