2013.....the road ahead....

Today’s session

1. Some business essentials...

1. Big Issues...things to think about...

2. Opportunities....some ideas....

3. Get your USP nailed down – have something to market in 2013!

ESSENTIALS: Plan......you CAN do it all...without losing your “life”...

Success is a PROCESS....not an event!

Work out your own ideal...

The Result....scheduled workflow that doesn’t miss a beat.

THINGS TO THINK ABOUT...Some key facts....•60% advisers describe themselves differently to what they actually do•Advisers are the No 1 source of financial information by only 19% of Kiwi’s•79% of marketing leads never convert•Those who NURTURE leads generate 50% more in sales, at 33% less marketing cost•Nurtured leads make 47% larger purchases than newly qualified leads

RESULT?

Most adviser marketing dollars are wasted. ARE YOURS?

What is an “Advice” business?

Is positioned at leading edge (not bleeding edge) of industry and consumer trends – it must know issues before consumers do.

Doesn’t link it’s value-add or USP to performance of a product or supplier. No “naked advisers”…

It leverages know-how … and doesn’t link it’s success to hours worked, or billed to consumers. Only applies the necessary knowledge & delivers what it’s clients really want:

- peace of mind, no worries

- convenience, ease of business

- choices, options

- results…

An advice business sells creative solutions based upon its subject mastery, and delivers JUST what is needed

The barrier to transition

Risk advisers are often sales people who give great technical advice, but do not value it themselves. Or value themselves.

Other “professionals” are often great technicians who value their knowledge, but are not very good at selling it.

Consumers trust and follow the advice of the confident expert.

Risk Advisers generally have low confidence in their own technical expertise and value to consumers.

The barrier to building an ADVICE business is the adviser. Or, your belief in you and the value you can provide.

INTERGENERATIONAL WEALTH EFFECT. Is that valuable?

Opportunities?

REAL WORLD: Large multi-adviser practice

2010: A large advisory force, risk only, average API per sale $1,200

One Change made: “Full needs analysis”2011: Average sale size grew to over $1,500 API. Sales volume increased only slightly (3%). 25% increase in business from same clients, same advisers, same products

REAL WORLD: A Single Adviser Practice

2009: $140,600 API. Average sale $1,3152010: $138,700 API. Average sale $1,576

One Change made: Review every A & B client2011 Results:$255,360 API. Average sale $2,201

32% increase in number of sales39% increase in average sale size84% increase in total New Business

Remember “SELLING”?

Social media, or social networking, is simply a powerful broadcasting tool that helps

Principles of Influence (Dr. Robert Cialdini)

Sample view at: http://youtu.be/oqopCq9meeY

Reciprocity (creating obligation)Scarcity (diminishing/scarce more appealing)Authority (Expert – Credible & Trustworthy)

Commitment (little commitments encourage larger ones)Liking (people more likely to do what those they like do)Consensus (people more likely to do what majority do)

The BIG thing that will change your business...

Why deal with you?

W.I.I.F.M??

EXAMPLE: What’s your USP?

Adviser to the Advice Industry

I get my customers more customers.

My service offering is unique and advisers love it, as they get practical tools and assistance that they can use easily and quickly to remove risks from their business, and create new opportunities.  The key benefits are safer and easier businesses to run, that make more money and create greater long term value for my adviser clients.

EXAMPLES....

What makes me unique is my ability to grasp complex technical information REALLY quickly, and provide practical simple solutions straight away that clients benefit from.

What makes me unique is my ability to positively influence people to change their thinking on how their financial future can be, and then help them make it happen the way they want it to. 

I am great at staying focused on the end goal for my clients, and to be able to adapt their plan for them QUICKLY as the world changes – so they are always on track to achieve their financial goals no matter what happens.

I am the best in the business at taking complex financial problems onboard, and working out and delivering simple solutions that work for my clients. I fix financial headaches.

Work out YOUR USP

Unique Selling Proposition Worksheet how to say......My Brilliance! + My Passion! = YOUR gain

What do you do? How would a customer describe what you do?

   

   

Customer's Alternatives Why would a potential customer choose your competitors in lieu of you?

   

   

The IDEAL Client is: A "Good" Client is:

   

   

Your Key Differentiators for the IDEAL client are: Your Key Differentiators for a Good client are:

   

   

   

KEY Value to the customer? KEY Value to the customer?

   

Secondary Value to the customer? Secondary Value to the customer

   

THE Essential Value Proposition  

what makes me unique...  

what I do to create value...  

how the customer benefits from that....  

   

YOUR Unique Selling Proposition is therefore:  

   

   

   

Thank You...you are good to go!