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May 2015
Wendi Webb, Director of A/C
Doug Pierce, Producer
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A $240M Niche
Source: WSJ, April 2013
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Today's Agenda: • The Power of Niching • What's a Niche? • Where O' Where Is My Niche? (Steps 1-8) • What's Your Strength? (Steps 9-12) • Creative Niche Selection (Steps 13-14) • Become the Niche Expert (Steps 15-22) • Dominating Your Niche (Steps 23-28) • Getting the Message Out (Steps 29-39) • You're Niched!!
50+ Campaigns
Advisor/Client Marketing Program
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Recession Proofs Your Business
• You become THE expert
• Envelops you in a community of warm prospects
• Delivers new clients in all markets
• Insulates revenues
• Gives you an “in” with prospects
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Higher Production
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More AUM
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Higher Profitability
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“Pipeline is always filled.” (23%)
“Prospecting Is Easier.” (74%)
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Referrals Flow
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How Long Before You Get a Client?
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More Fun!
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How Do You Say "Niche?"
nĭch nēsh
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What IS a Rich Niche?
A specific pool of wealthy,
targetable prospects who:
• Share similar pain points
• Represent potential opportunities
• Share complementary interests
• Behave predictably
Synonyms: Target market, specialty, natural target market, natural market,
affinity market, tribe, "my people"
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1. Narrowly Defined
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2. Shares a Culture
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3. Communicates With Each Other
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4. Affordable
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5. Opportunity rich
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6. Shared affinity
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7. Prospect rich
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8. Uniquely yours
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8 Attributes of a Rich Niche
Narrowly defined Shared culture
Active communicators Affordably accessible
Opportunity rich Shared affinity
Prospect rich Uniquely yours
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Look for a Big Idea
• Economic issues & trends
• Demographic trends
• Technology trends
• Political & legal trends
• Social & cultural trends
• Identify wealth creators
1
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Become a Local Expert
• Be a local news hound (Topix.com, usnpl.com)
• Read area blogs (Google)
• Review Yahoo/Google/Bing Local
• Search LinkedIn for local groups
• Check out Yelp for reviews
• Read local business journals (bibliomaven.com/businessjournals.html)
• Get on the newsletter list of local agencies, Chamber, city govt, etc.
2
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Identify the Wealth Creators 3
• Companies
• Sectors
• Industries
• People
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Mine Your Client List
Rank clients according to: + Investable assets/net worth
+ Referral potential
+ Future liquidity events
+ Social connections
+ Personality
= Your best 25-50 clients
4
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Profile Top Clients 5
“First, I thought it was a waste of time looking at my
book of business because I was sure I would know if I
had a built-in niche. I was so wrong. I am embarrassed
to say over 80% of my clients are government
employees (federal and state mostly) which is the market I wanted to target. I was in shock.” – Tammy P.
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Look for Common Themes 6
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• Current activities
• Organizations
• Background
• Family
Map Your Social Connections 7
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Look for a Niche Champion 8
• Some who s you
• Client or COI
• Member of a niche
• Well-connected
• Refers other people to you
• Willing to partner with you
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Review Product/Services/Needs 9
• Income Analysis • Social Security
Claiming Strategies
• Pension evaluation • 401(k) advice • Rollover guidance • Spending plan • Portfolio testing
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Analyze Revenues 10
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Identify Your Values & Your Value
• Who are you?
• What do you offer?
• Why do you do what you do?
• How do you do what you do?
• Who do you do it for?
• What makes you different?
• Why should people do business with you?
11
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‘SWOT’ Your Market
Strengths (Internal)
Competitive advantages
Unique selling points
Supporting resources
Reach/ Distribution/Awareness
Price/Value/Quality
Designations/Education
Weaknesses (Internal)
Competitive disadvantages
Lack of resources
Reputation/Vulnerabilities
Financials
Service issues
Opportunities (External)
Market developments
Competitor vulnerabilities
Demographics/Trends
COIs/Prospects
Usage
Product awareness
Price
Threats (External)
Market developments
Regulations
Competition/Competitive products
Usage
Demographics/Trends
Price
Sales cycle
12
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Zero In On a Niche
Your Niche
13
Big Idea
Ch
am
pio
n
Clie
nt lis
t
Values
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Drill Down to Your Niche 14
Broad Idea
Target Audience
Pain Point
Expertise
Niche!
Retirement Planning
Omaha Acme Executives
Employee Stock
Rollovers
The "Rollover Gal" for Omaha Acme Executives
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Immerse Yourself in Your Niche 15
Demographics?
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Look for Trigger Events
• Layoffs
• Early retirement
• Life events
• Higher taxes
• Inheritance
• Benefit events
• Sale of business
16
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Compile List of Entry Points 17
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Read Niche Media 18
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Conduct 10 Information Interviews
• Your best clients in the niche
• Niche experts
• Niche leaders
• Centers of influence
• Well-connected prospects
19
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Develop Interview Questions
• Major niche trends?
• Significant niche challenges?
• Niche social networks?
• Other niche advisors?
• Niche competition?
• Who else would you recommend I talk to?
20
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Compile Pain Points
• Dentists: “Tied to the chair”
• Doctors: “Taking calls”
• Retirees: “Taxes; inflation”
• CPAs (divorce): “Opt-out spouse”
• Business owners: "Valuation"
• Airline pilots: “Mandatory retirement age”
21
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Choose Your Solution
• How will you solve their problem?
• What are the benefits/costs of your solution?
• Competing solutions?
• Possible objections?
22
Solution
Expertise
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Develop Your Niche Marketing Plan 23
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Set Sales & Marketing Goals
Sales Goal
To get in front of at least 3 qualified prospects weekly; open new accounts for at least 4 niche clients within
the next six months.
Marketing Goal
To generate at least 10 qualified referrals over the next six months from COIs;
to develop a reputation as a niche expert; to prospect via
one or more niche social networks.
24
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Identify Your Ideal Niche Client
Demographics Values & Motivations
Emotional Connection
Social Connections
Net Worth & Assets
Needs & Challenges
25
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Create a Niche Positioning Statement
"We provide tailored solutions to one of the most vexing problems a small business owner faces: How to find the right buyer for his business, dictate the terms,
keep control, keep the business in the family, pay no tax, and create lifetime income. ”
26
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Brand Your Niche With a Tagline
• “Merging Finances, Blending Dreams”
• “The Physician's Specialist!”
• “Smart Decisions for North Shore Family Wealth”
• “Personal Financial Coach”
• “We get your kids through college.”
• “Your Financial Engineer”
27
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Choose Your Marketing Metrics
New
People
Met
Weekly
COIs
Met
Weekly
Assn
Meetings
Attended
Private
Events
Held
Weekly
Growth of
Prospecting
List
Referrals
Received
Week 1 1 0 1 0 10 0
Week 2 3 1 2 0 12 1
Week 3 2 2 1 1 9 2
Week 4
5 1 1 0 15 0
Week 5
4 3 2 0 6 3
Week 6
7 1 1 1 14 2
Week 7
6 2 1 2 12 4
28
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Build a 3-List Prospecting System
Contact list
Prospect list
Super Prospect
List
29
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Compile a Niche Media List 30
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Create a Niche COI List
• Helps you break into your niche
• Raises your visibility
• Introduces you to niche members
• Gives you the inside scoop
• Refers new business to you
• Becomes a marketing partner
31
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Develop a Niche Referral Guide
• Positioning statement
• Narrative explanation of services
• Bullet-point list of services
• Graphic overview/illustration of process
• Brief bio of you and your team
• Articles/announcements/ releases
• Conversation openers
32
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Choose a Marketing Deliverable
• Educational workshops • Resource directories • White papers, e-books • Media interviews • Public speaking • Teaching classes • Writing blogs • Tweets, Pins & Updates
33
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Segment COIs
Tier 1 COIs • CPAs
• Attorneys
• Business brokers
• Local bankers
• Insurance agents
• HR directors
• Industry salesmen
• Vendors
Tier 2 COIs • Realtors
• Executive recruiters
• Association directors
• Restaurateurs
• Local journalists
• Funeral directors
• Wedding planners
• Personal trainers
34
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Build a COI Communication Schedule 35
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Develop a COI Niche Network
You
Banker
Realtor
CPA Lawyer
Tailor
36
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Develop Formal Social Networks
Pick 4 associations
+ Dedicate 1 evening/mo to each
+ Meet 6 people at each event
+ Actively communicate
= 144 prospects in 6 months
37
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Develop Informal Social Networks
• Patronize local providers • Support high school sports • Join local golf club • Go to area barber • Find company watering holes • Lunch at local diner • Attend local charity events • Host social events
38
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Create Your First Marketing Campaign
• List of 50 niche prospects
• Isolate a pain point and solution
• Choose a marketing deliverable
• Develop marketing message & materials
• Create campaign schedule
• Involve 1-3 niche champions/COIs
• Follow up by phone & emails
Step 39 39
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The Niche Master
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May 28: Zero In On the Perfect Niche
June 4: Develop Your
Niche Expertise & Marketing Plan
June 11: Launch a Niche Resource Directory &
Market It on LinkedIn
3-Week Niche Jumpstart Program
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Rich Niche Prospecting Jumpstart Program
• 3 live webinars
• One-on-one coaching call
• 271-page Rich Niche Strategy Guide
• Rich Niche Prospecting Toolkit with 25+ worksheets & checklists
• The Niche Master Interviews
• Personalized feedback & coaching
Interview
Request
Scripts
Segmenting
Clients
Spreadsheet
Map Your
Social
Connections
Worksheet
Niche
Marketing
Plan
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Join Us!
Introductory Discount: <$100>
Your Price: $497 (Must enroll by May 25th)
First Webinar: May 28th
1-Year Membership: $597
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Rich Niche Jumpstart Program
To learn more, visit: www.horsesmouth.com/richniche