Guilty By AssociationAffinity Marketing and Unlimited LTCi Prospects

Brian M. Johnson, MBA,CLTCNew York – National Long-Term Care Brokers

The True Challenge

Selling is the easy part. Finding enough qualified people to talk to is

the hard part. Gaining trust is sometimes harder.

I began looking for prospects...

The “Ah-ha” Moment…

We’ll call her Judy… She deserves the credit for my “ah-ha” moment. My story…

You never know when you’ll be inspired. Be persistent if you believe in what you do.

“I’d Like To Solve The Puzzle!”

Affinity Marketing

Access Numbers Trust Resource New Opportunities! Most carriers have marketing material and

staff devoted to affinity discount programs. Ask your BGA!

Professional Associations

Affinity Discounts Disability, Long-Term Care Inusrance, Med Supp By laws, Dues Paying, In Existence for 2+ Years

Associations are in need of member benefits Value Added. - Justify Dues Attract and retain members Little or no cost / administration Stay ahead of competition

Why Associations Work For Us Our ideal clients

Members see value in paying dues for professional and/or personal development

Associations exist to set standards for industries and professions, provide networking opportunities for like minded people and to provide education and training.

A sense of community coordination is at the heart of associations.

Gives us an affinity with the members We are prescreened by the association

Access to large groups of people, through multiple channels Smaller up front costs with higher closing ratios Opportunities for other lines of business – branch out

Where To Find Associations

The Best Way Ask your current clients and/or people you do business with.

Other brokers and agents Google, The Yellow Pages

In 2005, it was estimated that there were approximately 1.8 Million Associations in our country. 1. ASAE and the Center for Association Leadership. www.ASAEcenter.org

How do you spend your leisure time? What interests you?

Which Associations Are Best?

You could say all of them! Everyone faces challenges. Our advice and financial

instruments assist with these challenges. Smaller, localized associations are easier to

penetrate. National and State Assns. have county zones or chapters.

Associations that are comprised of actual businesses or business owners.

Associations that you share an affinity with. If you like dining out, approach the restaurant association.

Plan Ahead

Set clear, concise expectations with the association. Marketing Plan Timeline Their role vs. your role

Be clear that you intend to co-brand with the Association.

All marketing material will be submitted to the association for review prior to implementation.

Systematic, separate marketing initiatives for your offering.

Your Marketing Mix

Welcome or Announcement Letter from the Executive Director is essential.

Targeted or Blanket Direct Mail. Targeted or Blanket Email blast. Schedule speaking events.

Be proactive Call centers of influence (Chapter or Zone

Presidents, Boards of Directors) Attend conferences, be an exhibitor Ask for the executive director’s input. He/she is

thinking in different terms than you – ask often.

Email Marketing - Your Key!

Your State is BIG!

The inquiries are rushing in but the Association members live hours away from your place of business.

Partnering opportunities Phone appointments/Conference Calls Web Presentations

Association members are willing and WANT to conduct business via the phone, mail and web.

Web Presentations

Increase your appointments How are we meeting vs. Are we meeting?

Non intrusive Saves time for you and your prospect

People appreciate the convenience Instant credibility coming through the association Opens an opportunity for a face to face meeting Gives you a competitive advantage No geographic restrictions What to use:

www.gotomeeting.com www.webex.com

Sample Web Presentation

Involve Your Prospects

They can see what’s on your computer, so… Have pictures of yourself, your family, hobbies, vacation

pictures Brand presentation material with Association name / logo

Create scripted questions to ask through out the presentation. Unless you’re using a web cam, you can’t see your

prospects’ facial expressions/body language. Involve the prospects on the illustration design.

They will like the transparency

Illustration Design

Bring it all together

Pay attention to societal trends Technology, demographics, etc. Look to other industries for ideas - You want to experience

service, take tea at the Ritz. Find Associations through your clients, the people you do

business with, the internet and the activities you enjoy. Get an appointment with the executive director. Become a master marketer and co-brand with the association. Expand your reach by leveraging web meetings. Create a “web,” from your new clients.

Get the names and numbers of your new clients’ advisors (CPA’s, Financial Planners, Attorneys) MUTUAL CLIENT.

“Approach an ordinary activity in an extraordinary way.”

Questions?

Brian M. Johnson, MBA, CLTC

New York – National Long-Term Care Brokers, Ltd.

bjohnson@nyltcb.com

800-695-8224 ext. 154