Plan Implement Achieve - Financial Advisor Marketing€¦ · · 2016-04-08Plan Implement Achieve. ... pipeline. Think of your pipeline as a funnel. ... Give away a free report with

SUZANNE MUUSERSICF-Credentialed Business Coach

PROSPERITY COACHING, LLCwww.ProsperityCoaching.bizwww.90DaysNewClients.com

480.463.3171

PlanImplement Achieve

http://www.prosperitycoaching.biz/

http://www.90DaysNewClients.com

© Copyright | Suzanne Muusers | Prosperity Coaching, LLC | www.ProsperityCoaching.biz | www.90DaysNewClients.com | All Rights Reserved

Index

Introduction 1

What’s Included in this Program? 2

Focus for 90 days = 13 Weeks 3

There are Three Techniques to Obtain New Clients 3

Use a Client Relationship Management System 4

Develop Your Prospect Pipeline with an Email Newsletter 4

Personal Responsibility 4

Go from Thinking to Doing 5

A Word about Fear 5

Things You Will Need 5

How to use the Marketing Activities Idea Bank 5

Success Tips 6

Daily Success Schedule 6

Weekly Action & Goals Using the Weekly Action Planner 7

Step 1: Identify Your Warm Prospect List 7

Step 2: Create Your Goals 8

Step 3: Plan Your Success 8

Review Your Results 11

Get Out of Your Comfort Zone 12

At the End of 90 Days 12

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Introduction

The focus of 90 Days to New Clients is to grow your business in a

SYSTEMATIC, DEFINED MANNER within a ninety day time period.

What is the systematic method you will use? Well, you’ll be working a

networking plan to gain exposure to new prospects while leveraging the

“low hanging fruit” or people you already know in your networking

circle, so that you can build your business in a logical manner. You’ll be

following with prospects you meet, arranging one on one meetings,

making outbound calls, following up with potential referral partners,

and focusing on high impact activities. This is not a system that includes

a cold call list or requires knocking on doors, I am advocating getting out

of the office, meeting new people, and marketing to those who already

know you - those who may not have taken the next step in hiring you.

Some marketing strategies take many months and even years to yield

results. This program is employed over three months. It assumes that you

want new clients as soon as possible. If you want new clients quickly,

this program is for you.

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What’s included in this program?

90 Days to New Clients Program Guide

Describes the program and actions you’ll need to take

Weekly Action Planner A two-page action planner that will force you to be systematic and strategic. Each section of the planner corresponds to a numbered section in the program guide.

Warm Prospect List A list of ten prospects you select that you want to market to over the next 90 days

Daily Success Schedule Template in Excel

Create a visual of your most productive daily schedule and stick to it!

Sample Marketing Plan for Warm Prospect List

A sampling of marketing tactics you can use to “touch” the warm prospects you have selected

Marketing Activities Idea Bank Additional marketing tactics you should employ in growing your business

13 Week Motivational E-Course Motivational course delivered via Email with tips and strategies to create your success

If you did not receive the program components listed above, please contact me. If you did not purchase this program and received it from a friend or acquaintance, you are violating copyright laws. You may purchase this program at www.90DaysNewClients.com and you will receive all the components that accompany the program.

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Focus for 90 days = 13 WeeksYou can get the results you want; all that is necessary is a clear focus on what you want for ninety days. You will focus on a select group of people by creating your own unique Warm Prospect List. You will “touch” these prospects in different ways over a ninety day period. You will also generate a list of your Top 5 Priorities each week, create goals for networking events and other high impact activities, and begin develop-ing a success schedule. Ninety days is approximately three months or thirteen weeks; so this is in effect a ninety day challenge to get new clients. Can it be done? Absolutely! You just need focus and attention to detail plus a good deal of effort on your part. Is it easy? No. If it were easy to get new clients, everyone would be successful doing it. Determination is the secret to success. Over the next ninety days, you will perform a series of daily, weekly, and monthly activities to achieve what you want.

There are three techniques to obtain new clients

With cold calling, the odds of getting a new client are only 100 to 1. Most people will hang up on you or not even answer the phone. Research shows that it takes an average of nine attempts for prospects to see your message before they’ll agree to an appoint-ment. For every twenty calls you make to a cold list, you may only get one person on the phone. Cold calls to random people rarely produce results not to mention the time involved. Additionally, with the Do Not Call List, you risk running afoul of the law by calling people you don’t know.

With this program you will thoroughly work a Warm Prospect List comprised of people who already know you, presenting your message multiple times, thereby increas-ing your odds of getting new clients. The Law of Averages will work in your favor. You will also be out in the community meeting with new prospects and building your list for future 90 day programs.

Working a client list helps you to stay in touch with existing clients while planting seeds to harvest leads for future clients. Your existing clients already know you and have a relationship with you. When you regularly reach out to existing clients, you are build-ing a deeper relationship with them and you are more likely to receive referrals from them.

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Work a cold calling prospect list Work a warm prospect list Work a client list and while asking for referrals


Use a Client Relationship Management SystemYou will be coming into contact with many people over the next ninety days. You can’t possibly remember what you said to or sent to each person. That’s why it’s important to invest in a Client Relationship Management (CRM) program if you don’t have one already.

Use a CRM to record details each time you touch a client or a prospect. At the very least, you will need categories for clients, prospects, and centers of influence. You’ll want to record the date you contacted them, how you contacted them, what was said or what you sent them, and any other meaningful information you can think of. There are many CRM programs out there including ACT, Sales Nexus, and NetSuite. Do your due diligence regarding what will work best for you. Decide whether you want to pay out-right for a CRM CD program that you install on your computer or if you want to pay a monthly fee for a program that resides on a remote server on the internet.

As a part of your regular activities, be sure to add new contacts to your Client Relation-ship Management system daily or weekly.

Develop Your Prospect Pipeline with an Email NewsletterFrom the networking you engage in, you will be adding prospects to your prospect pipeline. Think of your pipeline as a funnel. Prospects you meet are added to the funnel at the beginning of your relationship. As you engage with prospects over time, they will move further and further down the funnel until they become clients. One effective tool you’ll need in order to engage prospects is an emailed newsletter that allows you to add a personalized message.

Ask permission to add prospects to your newsletter list and send your newsletter once per month. Make your personal message interesting and engaging and you will move prospects toward doing business with you. Even if you discover that your newsletter “open rate” is lower than you would like, your newsletter is keeping your name in front of prospects. At some point in time when the prospect needs your product or service, your newsletter will arrive and they will contact you to hire you.

To encourage prospects to sign up for your newsletter, offer an incentive to get them on your list. Give away a free report with some valuable tips regarding the expertise you have acquired in your industry. Offer this incentive on your website, verbally to prospects, and on your business card. What are the top 5 things prospects would like to know in order to have success with your product or service?

Personal ResponsibilityYou must take full responsibility for your financial success in order for this program to work. No one is standing over your shoulder forcing you to do the weekly activities. This is your business and it is your responsibility to work your business, provide value to prospects, and win new clients. You have no control over others, but you have control over what you decide to do with your time.

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Go from Thinking to DoingOnce you make the decision to GO FOR IT with your business, one of two things will happen. You will either sit there thinking about what you should be doing or you will start DOING what you should be doing. There’s a switch in your brain that needs to go from passive to active. Once you are successful in activating that switch your success will skyrocket.

A Word about FearNone of us likes to be rejected. It doesn’t feel good when someone fails to respond to our emails or phone calls. But don’t let that stop you from being brave. Pick up the phone and do the difficult things first. Learn to take risks like starting a conversation with someone you don’t know or calling someone you recently met and asking them to meet you for coffee. Successful people learn to get out of their comfort zone and be the kind of person who goes after what they want. Let that person be YOU!

Things You Will Need

How to use the Marketing Activities Idea BankAll business owners and independent professionals should have a Business Plan and a Marketing Plan to implement in conjunction with this 90 day program. I have included the Marketing Activities Idea Bank in this program to help you brainstorm additional marketing ideas. Should you need a template for creating your Business and Marketing Plan, go to my Shop and utilize a system I created for this purpose.

The best way to fill your prospect pipeline is to plan and implement various marketing tactics that help you gain exposure to large numbers of interested prospects. Speaking engagements, trade shows, social media, blogging, webinars, writing for trade publica-tions, and press releases are among the many tactics you can employ. I encourage you to create a Business Plan that you can review periodically to gauge where you are with

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Phone headsetIdeal client profile10 second introduction30 second commercialBusiness cardsBrochureThank You CardsBirthday CardsPostcards

Client Relationship Management SystemEmail newsletterService packageLinkedIn accountFacebook accountWebsiteMarketing PlanBusiness Plan

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your business goals.

Success Tips:• Email: Don’t check your email constantly! Check it only three times per day. When

you come in to the office, at lunch time, and at the end of the day. In the morning after you check your email, exit from your email program and FOCUS on building your practice. Email is a big time waster. Get away from this bad habit.

• Time Block: Don’t start your week or your day without a game plan. Block time on your calendar using your Daily Success Schedule as a guide.

• Do the Most Difficult Things First: If there are challenging calls you need to make or unpleasant tasks that need your attention, do them first. You will have a sense of accomplishment by completing difficult tasks first and this will carry you through the entire day. If you need to make follow up calls to prospects, do them first. Setting up appointments with prospects will build your business. Take action. Don’t wait.

• Reduce Interruptions: Studies show that uninterrupted time allows us to be super efficient. It takes the average person 20 minutes to return to productivity once inter-rupted. Create firm boundaries in the way you set up your Daily Success Schedule. Do not allow interruptions. Close your office door. Establish boundaries and stick to them.

• Return Phone Calls at a Specific Time Each Day: This goes back to interruptions. Don’t let clients and vendors interrupt your productivity. Ensure your gatekeeper is trained to find out who is calling and what their call is about. Take the time to return calls once daily. Train your staff and your clients that you are not available at a moment’s notice. You are busy and successful and your time is valuable.

• Create a Client Service Matrix for existing clients using your CRM: Create catego-ries in your CRM such as “A Client” “B Client” and “C Client.” Then, create a system to provide consistent levels of service to each client based upon which segment they fall into.

Daily Success ScheduleReview the Daily Success Schedule excel template that came with this program.

Your daily and weekly schedule should be organized around productivity so that you can work smarter, not harder. What I want for you is not only to work efficiently and go home on time every day but to be able to leave early on Fridays to have a restful and fun long weekend. Use the excel template to create your efficient work week. Imagine going home on time. Imagine putting your business on auto pilot. That’s what a Daily Success Schedule can do for you.

Priority Days, Go Days, and Easy Days make up your Daily Success Schedule.

Priority Days – You are extremely focused on these days. Normally you will not leave the office, take neither unsolicited incoming calls, nor waste time in any way. You will be focused on booking appointments, following up with prospects, making client appointments, and making client calls. You should have 1-3 Priority Days per week.

Go Days – You are out in the field networking, meeting with prospects and clients face

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to face. You may also have clients meetings at your office. You will have 1-3 Go Days per week.

Easy Days – This is your flexible day. You can use it for whatever you want. Catching up with paperwork. Cleaning and organizing your office. Having lunch with friends or family or even going home early to start your weekend. I usually recommend that you make Fridays your Easy Day.

Weekly Action & Goals Using the Weekly Action PlannerThe following pages disclose the actions six and seven figure advisors and business own-ers use to manage and grow their business. Create your routine, follow the steps and hold yourself accountable to creating more income and new clients in your business.

Start with the Weekly Action Planner – this is your tool to systematize your business growth. Each section of the planner corresponds to a numbered section in this guide. To plan your week’s activities, complete the planner at the beginning of the week. Consult the planner each day when you are planning your day.

What kind of actions will you be taking over the next ninety days? You will be using the phone daily. You will be calling current clients. You will be calling prospects. You will be attending networking and social functions. You will be attending one-on-one meet-ings with prospects and clients. To guarantee your success, you should also be planning and implementing marketing tactics other than those listed in this guide. Such tactics may include exhibiting at trade shows, speaking at workshops and events, and creating content for your website.

You will be busy and active, not passively sitting in your office.

Your actions regarding your warm prospect list are detailed in the Sample Marketing Plan for Warm Prospect List. You will perform the action detailed or your own custom action for that week for all ten of your warm prospects.

Step 1: Identify Your Warm Prospect List The Warm Prospect List is a list that you create based on people you already know in your circle of friends, acquaintances, and prospects. To create your list, use the template that came with this program. Create your Marketing Plan for your Warm Prospect List from the Sample Marketing Plan For Warm Prospects that came with this program. Keep your completed Warm Prospect List with your Weekly Action Planner as you will need to review it weekly.

Who do you want to target? You probably know hundreds of people. Your network ex-tends far and wide. You know friends, family, neighbors, acquaintances, and friends of friends. For this program you will identify ten people you know who have the potential to become clients. You will then touch them a number of times in different ways over ninety days. By the law of averages, four to five will become clients. Pick the “low hang-ing fruit,” those with the best likelihood of converting into a client.

In order to touch your warm prospect list on a regular basis, you will need their phone number, email address, and their mailing address. You will contact each person mul-

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tiple times in ninety days affording you an excellent chance of ending up with four or more new clients. The manner in which you touch your warm prospect list becomes more individual as you move through the program. Every subsequent contact with your warm prospect list will be more personalized. No form letters. No standardization. Every part of your message will be tailored to your prospect’s needs and personality.

Step 2: Create Your Goals What kind of goals should you have for this program? Your goals should depend on the amount of time and experience you have in your business. The less time in the business, the more time you should spend marketing. Here’s a simple guideline for the time you should be spending marketing your business.

Length of Time in Years Time Spent Marketing

0-3 75%

4-5 50%

6+ 25%

When creating your goals, keep in mind that they should challenge you but not over-whelm you. If you find that your chosen goal is too difficult or too easy, change it the following week to best suit you.

At the beginning of the program you will create a goal for the number of new clients you want to gain by the end of the 13 week period. Each week you will create weekly goals for events you plan to attend, new contacts you will make, one-on-one meet-ings, outbound calls you will make, calls to referral partners, new clients this week, and revenue for the week . You will create your goals at the beginning of each week and list them on the Weekly Action Planner. At the end of the week you will list your actual results beneath your goals. On page two of the planner, you will rate your effort for the week from 1-10.

Step 3: Plan Your SuccessAt the beginning of each week, plan out your entire week using the Weekly Action Plan-ner. The reason most business owners and independent professionals are not financially successful is that they don’t plan their success. Get into the habit of planning your week on Monday morning and then each day thereafter, plan your day.

Each action below is listed on your Weekly Action Planner.

A. Top 5 Priorities This WeekAt the beginning of the week, plan your week by listing your Top 5 Priorities for the week. What are the most pressing issues you need to address? Is there paperwork that needs to be processed so that you can get paid? Are there fires that need to be put out? Are there projects you need to work on? Make note of your priorities and work on them


as needed throughout the day and week. By giving attention to your priorities, you will be more organized and success will come to you more easily. In your Top 5 Priorities, in-clude projects and strategies you need to work on to move your business forward such as new programs you are creating, events you are developing, and speaking engagements you have committed to attend. Make note of Office Work that only you can do.

At the beginning of each day thereafter, plan your day.

B. Networking eventsExposure is the name of the game. The more quality people you meet through network-ing events the more new contacts you will make and the more one-on-one meetings you will create. Reference your local newspaper, business journal, or networking Web site and find events you can attend. Once you get into the habit of attending network-ing events, you will more than likely be “plugged into” the business networking circle and will find out about various events offered in your community that you never knew existed.

Type into a search engine the “name of your city” plus “networking events” or “business networking events.” Events you attend can be chamber events, women business owner events, free or low cost seminars, industry specific networking events, casual get-togethers, MeetUp groups, social gatherings, and many more.

Another way to gain exposure to prospects is to become involved in a civic or indus-try organization. This can include Rotary, Chamber of Commerce, center for the arts, symphony, city or state political organization, and many more. Join a committee or join the board and become involved. This is the best way to truly get to know people and offer your time and talents, and spread the word about what you do. If you want to be targeted in your networking, you can also attend a specific industry association’s meet-ings such as architects, CPA’s, attorneys, and other professionals. Just be sure to get out of the office and meet new people. You can’t build a business without exposure to new contacts.

A good rule of thumb for networking events is to attend at least two per week. I’ve had clients who attended ten events per week in order to build a big prospect pipeline. If you’re not attending at least two events per week, then you’re not getting out of the office enough to get the exposure you need.

You’ll need to become accustomed to talking about what you do, who you help, and the BENEFITS your clients receive from working with you. If you need help developing a 30 Second Commercial, go to www.ProsperityCoaching.biz, click on Articles, and download the PDF for “How to Write Your 30 Second Commercial.”

C. Follow Up/New Contacts/Thank You Cards (prospecting)Following up with prospects and clients is also known as Prospecting. You will be grow-ing your prospect pipeline weekly with the new contacts you generate. Your new golden rule is to follow up with contacts within 24 - 48 hours. How many times have you met a prospect at an event and failed to follow up? That shouldn’t happen with this program because you will be reviewing your progress daily using the Weekly Action

http://www.meetup.com

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Planner. Determine if it would be beneficial to meet with new contacts. If so, suggest a coffee or other activity. This then counts as a one-on-one meeting. You are growing your prospect pipeline and you want to put more people in it.

Don’t forget to ask prospects if you can add them to your newsletter list. This action will put the prospect directly in a relationship with you and will add them to the prospect funnel or pipeline. Over time, your relationship with the prospect will deepen and continue to develop.

There are many ways you can follow up. You can call or you can email, however, I challenge you to think of ways to utilize hand written Thank You Cards. It’s my per-sonal opinion that we have allowed the digital world to overtake our civility. I believe a Thank You Card is best used for a second or third meeting or as a note of thanks for a kind gesture or action. How can you use this tool in your weekly activity?

Here’s a good Follow Up Procedure: 1. Add the prospect to your CRM system 2. Send an email or card thanking the prospect 3. Ask if you can add the prospect to your newsletter 4. Suggest a coffee or lunch 5. Send a LinkedIn invitation

D. One-on-one meetings (clients and prospects)You will be increasing your exposure during one-on-one meetings with existing clients and new prospects. Only you can know how many meetings to schedule per week. Just be sure to do it. Meetings can be at your office, at the local coffee house, or at the person’s home. Meetings can be client review meetings, get to know you meetings, or presentations where you are asking for the business. The point is you must have meet-ings scheduled to have the right activity level for this program.

Leverage time management - schedule your one-on-one meetings only one or two days per week on your Go Days. If you have meetings scheduled every day of the week, you will have too many interruptions and won’t build up momentum with your in office prospecting.

E. Outbound calls (prospecting)Pick up the telephone and call people. Call your current clients and check in on them. Give them current, relevant news. Be proactive. Call prospects and offer to send them information. Touch base with anyone who needs to hear from you. It is simply good business sense to be proactive and maintain contact with your list. Through this action alone you will be perceived as “on the ball” and having concern for clients and pros-pects.

F. Calls to potential referral partners (prospecting)Who have you met this week or this month that could refer business to you? Are you cultivating these relationships? If not, create a category called “Centers of Influence” in your CRM and make it a regular habit of maintaining contact with this group. Consider joining a “Leads” group such as BNI or Le Tip. These groups allow only one member per

http://www.theprosperousentrepreneur.com/2010/01/lost-art-of-thank-you-card.html


business category and they focus on providing leads or referrals for their members.

G. Referrals this weekHave you done a good job of asking for referrals this week? If not, this is a good time to implement a referral strategy. What are the best ways to ask for referrals? Simply ask. Add “referrals” as the last item on your client meeting agenda. Send a thank you card and ask for a referral. Include “Please refer me” in your monthly newsletter.

H. Marketing to your Warm Prospect List (prospecting)Your Warm Prospect List is a list of people who already know you. You’ve established a relationship with each person and you are seeking to deepen that relationship by touch-ing the prospect in some way each week. Decide what tactic you will use for each of your warm prospects and write it here in your Weekly Action Planner. Use the Sample Marketing Plan for Warm Prospects as a guideline.

I. Closed business for the weekList your closed transactions for the week so that you can estimate your income. If you run out of room, use the back of the planner. List the client, the type of business, and the expected revenue. Keep tabs on transactions by following up to make sure the transaction closed.

J. Rate your effort for the weekDid you put in a good effort this week to grow your business or did you drop the ball? Evaluate how you did and give yourself a score for the week. If you went all out, give yourself a ten. If your effort was lackluster, give yourself a score that you deserve.

K. Reward this weekAt the beginning of the week, decide how you’ll reward yourself if you put in the effort needed to grow your business.

L. List what you did well and your wins for the weekWe don’t always give ourselves enough credit for the effort we put into managing our business. Close out your week on a positive note. What did you do well? What were your wins for the week? What are you proud of?

Review Your ResultsAt the end of each week, review your results and look for gaps in your productivity. Review each section of the guide to determine areas where you don’t have enough activ-ity. If there are blank areas on your Weekly Action Planer, this indicates an opportunity for improvement. If the Networking Events section has few events listed, that means you need to get out more. If the Follow Up is blank, you are failing to take action with the prospects you meet.

Make this program a game and a challenge. Human nature can make us competitive, even with ourselves. The planner will help you to go beyond the effort you have given to growing your business in the past. Push yourself daily and ask if what you are doing will lead to sales, revenue, and income. Ask yourself “What is the most effective use

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of my time?” and if the activity will not lead to revenue don’t do it.

At the end of each week, rate your effort. Did you go above and beyond this week? Did you make the effort to reach out to prospects and clients? Did you have enough activities like picking up the phone or doing something challenging? If not, commit to do better the next week.

If you did well, give yourself a reward like going out for a special meal or purchasing something special like a bottle of wine or other treat.

TIP: Retain all your completed weekly planners so that you can look back on your prog-ress. If you find you need more space in a particular area of the planner, use the back of the page as additional room.

Get Out of Your Comfort ZoneYou will not get exposure to new prospects at networking events if you stand in a corner and wait for people to come to you. You must make the effort to approach others and start a conversation. Resist the desire to talk about yourself. Memorize a list of questions you can ask to get prospects to talk about themselves. Here’s a link to a helpful blog post about networking: Five Questions to Ask While Networking.

At the End of 90 DaysCollect the Weekly Action Planners from all thirteen weekly time periods for this program and review them one by one to determine how you did. Ask yourself these questions:

• How many new clients did I get? • How many new prospects did I put in my pipeline? • Did I give enough attention to getting new clients? • Did I proactively ask for the business as appropriate?

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Become the “new” you! Take risks Be assertive Take charge of your future Ask for referrals Ask for the business

http://www.theprosperousentrepreneur.com/2007/11/want-to-be-better-networker-5-key.html


• Where did I drop the ball? • Do I have many blank spots on the Weekly Action Planners? • Where do I need to focus next time I do this program? • What are my strengths and how can I develop them further? • What are my weaknesses and how can I delegate them?

Then, determine when you’ll start your next 90 days and do the program all over again incorporating everything you have learned about your own behavior.

About Suzanne Muusers

Suzanne is an ICF Credentialed Business Coach who works with high achieving entrepreneurs and independent financial advisors helping them get great results from their marketing. Suzanne uses Effortless Marketing to attract her ideal clients and can help you achieve the same results.

NOTICE: The information and resources in this e-book are meant as an educational tool. No warranty or guarantee is provided. The publisher cannot be held liable for the actions of those who purchase the prod-uct. Before you implement these ideas, consult with your attorney or other professional as necessary.

COPYRIGHT NOTICE: This book and its entire contents copyright © by Suzanne Muusers. This Informa-tion Book is protected by US Copyright laws and is only available for purchase from www.prosperitycoach-ing.biz. If you did not purchase this copy or you were given this copy, you are in violation of copyright laws. Report all violations to www.prosperitycoaching.biz.

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Documents

Plan Implement Achieve - Financial Advisor Marketing€¦ · · 2016-04-08Plan Implement Achieve. ... pipeline. Think of your pipeline as a funnel. ... Give away a free report with