2013 prospecting resolutions 13 ways to engage clients ... · 2013 prospecting resolutions november...

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

• Twitter

• 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:

bootcamp@horsesmouth.com

Call:

888-336-6884 (Toll-free)

Courtesy of Advisor/Client Solutions

Jan. 24-Feb. 14, 2013

(4 sessions)