asset accumulation series webinar 7 of 7: analyze your client base september 24, 2014

Asset Accumulation SeriesWebinar 7 of 7: Analyze Your Client Base

September 24, 2014

Agenda

• Overview of ActiFi and the 2014 Redtail Webinar Series

• Recap of Previous Session

• Business Development Process: Analyze Your Client Base

• ActiFi

• Why it is important

• How to define requirements for Redtail on paper

• Redtail

• Translating requirements from paper to technology

• How to make it work on Redtail

• Q&A

• Preview the next Webinar in the SeriesAll Rights Reserved to

ActiFi2

Getting the Most Out of Technology

What Percentage of Technology ROI is tied to Advisor Utilization?

Answer: 100%

How much benefit does an advisor/planner get if they use their old processes on the new technology?

Answer: NONE

All Rights Reserved to ActiFi

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WHY

HOW

Keys to Success

Keys to Success – ALWAYS REMEMBER


9For illustrative purposes only

Overview/Define Your Process

Define Classifications and

SourcesDefine Stages Identify Default

Next StepsCreate Pipeline

ReportSegment Your

Client Base

Analyze Your Client Base/Identify Ideal

Opportunities

Define Your Business Development Process

Define Your Classifications

Classifications are the kinds of relationships you have with people

from the time you first hear about them until they become a client.

Examples include:

• Lead: Not acquainted, acquired contact info by referral or some other method

• Qualified Lead: Determined to be a good “fit”

• Prospect: Not yet a client, building a relationship

• Client: With an opportunity or life event on the horizon

• Center of Influence: Not necessarily a client, but a potential or existing referral source

• Affiliated Professional: Tax attorney, divorce attorney, insurance agent, etc.

Write down your exact words and how you define them


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Define Your Source Types and Names

Source Types and Names help you identify where a prospect came from.

Source Types are broader categories, while Source Names indicate which specific Source Type generated the prospect.

Write down your exact words and how you define them for your Source Types.


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Examples of Source Types

Examples of Source Names

Marketing Campaign Direct Mail, Newsletter

Center of Influence COI Name

Affiliated Professional Attorney name, CPA name

Personal Networking Rotary, Kids’ soccer

Event Social Security Education seminar

Define the Stages in Your Pipeline


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Get contact info

Introduction

Discovery

Proposal

Commitment

Onboard

Stages define where you are in the sales process with each prospect

Write down your exact words and how you define them

Define the Processes for the Stages in Your Pipeline


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Get contact info

Introduction

Discovery

Proposal

Commitment

Onboard

Each Stage has a process outlining the steps involved, what materials are used or introduced, what role is responsible, and the due date.

Depending on the advisor and the prospect, the time and number of steps involved to move to the next Stage may vary.

Business Development – The Golden Rule

Always, ALWAYS, ALWAYS, ALWAYS have a time specific NEXT STEP attached to every

opportunity!


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Determine Your Pipeline Report Format

You need a tool that you can review regularly, that shows the next steps due in the next two weeks for each name in your pipeline.



Determine Your Pipeline Report Format



Segmenting Your Clients – Qualitative Criteria

In no particular order:

• How big (AUM, Revenue, etc) is the client?

• What AUM/Revenue/Referral/COI potential does the client have?

• How profitable is the client?

• Has the client referred business?

• Is the client willing to refer business?

• Is the client a center of influence (COI)?

• Is the client a business owner?

• Is the client part of my ideal target market?

• Is the client reasonable?

• Do I like working with the client?

• On a scale of 1-10, how close is the client to my picture of a "perfect" client?

Of course, the above criteria can be individual weighted for the purpose of formulating a scoring system.


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Segmenting Your Clients



Rate Your Clients on an A-D Scale



The Power of Defining Your Ideal Client


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What type of client do you most like to do business with?

What characteristics do your most profitable clients have in common?

• Create a top ten list of characteristics of your ideal client

• Focus your efforts on strategies and tactics designed to reach your ideal A-level prospective clients


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Typical Items in an Ideal Client Profile Description

• Age range

• Specific occupation/industry/company

• Retirement status

• Upcoming milestone events (selling a business, etc.)

• Minimum portfolio size and/or future financial status

• Trusts you and acts on your advice

• Reasonable expectations


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25

For illustrative purposes only


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Identify Your Ideal Prospects

Align your ideal client profile against your current list of prospects, and make a list of 10 top prospects to pursue in the next 12 months.


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Managing Your Database Lists


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Managing Your Sales Process on Redtail

Terminology and language really matter. Identify and define your terms and make sure everyone is in agreement.

Balance optimism and realism in your opportunity forecasting.

You can’t monitor what you don’t measure. Accurate data is important, but only to the extent that it serves management review and decision-making.


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Managing Data on Redtail -- Tips

Redtail is your data source. Excel is a tool used to manipulate the data, not to store it.

Talk to Redtail about tips and tricks they have to manage your client data.

This is not a one-time project. Things are always changing with your clients. You should review your data regularly to make sure your data remains accurate.


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Overview/Define Your Process

Define Classifications and

SourcesDefine Stages Identify Default

Next StepsCreate Pipeline

ReportSegment Your

Client Base

Analyze Your Client Base/Identify Ideal

Opportunities

Recap

Today’s presentation and slides (along with all webinars in the Series) will be made available by Redtail via

email to the link below:


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http://help.redtailtechnology.com/entries/52534094-Redtail-Presents-ActiFi-s-Asset-Accumulation-Series-



Thank You!

Brian Kostick763-746-1267

[email protected]

Jessica Weisner800-206-5030 x1066

[email protected]

asset accumulation series webinar 7 of 7: analyze your client base september 24, 2014

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