Annuity Financial Services offers the high performance producer a
variety of results-oriented prospecting tools. These are not "leads,"
but as you will see shortly, including coaching and training tools,
networking tools and turnkey seminars. We have drawn much of this
material from the best minds in the business. It represents the current
thinking.
A recent survey found that leading producers labeled these their top
marketing challenges:
- Create a dependable pipeline of wealthier and more successful clients.
- Position themselves as THE expert advisor to the wealthy.
- Get clients to take action quickly.
- Gain an in-depth understanding of the buyer behavior of high-net-worth
individuals and families.
- Motivate clients to constantly make personal introductions and referrals.
| Source:
Advisor 2000 (Prudential Investments) |
There is a process that successful producers go through to create
a successful sales effort. That process begins with targeting a
market. The next step is for the producer to position themselves
in the minds of that target market. Positioning is a marketing concept
that, simply stated, means establishing yourself as a valuable resource
for your target market. What is the message that you need to communicate
to your target market? Finally, it is necessary to communicate your
value to that target market directly. This is often through mail seminars,
affinity groups or association marketing or other means. It might
even be advisable with some target markets to communicate that value
to the target markets' advisors who would then refer you to the client.
This whole process is then tied together in a system. The system keeps
track of the contacts, generates the follow-up activity and produces
the invitations or letters to the target market. This is an ongoing
process that is designed to deliver a maximum number of "marketing
impressions" communicating the producers' value to the target
market. The result is successful marketing and more sales.
Here are a number of resources that have been tailored for your use:
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Five Benefits of Targeting
Most financial advisors who have built their business on massive, random marketing seem to think that if they target certain groups, theyll miss something.
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Profile of the Affluent Market
Understanding the behavior of the high net worth client is an important goal for many top producers. This question can be divided into several parts.
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Competing on the Basis of Value Instead of Price
Sweeping changes have forever altered the marketing landscape in the U.S., and the process is rapidly repeating itself around the world. For business after business, todays reality is shaped by factors over which we have little or no control.
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Nurture Marketing (Part 1)
AFS believes were all farmers at heart. Whether apples or customers, Unto all things, there is a season. There is a time to plant and a time to harvest.
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Nurture Marketing (Part 2)
Apply the DRIP Marketing tools you learned in Part I.
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Cloning Your Ideal Clients
Success advisers focus on their "A" clients. Learn how you can create more of them in your practice.
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Successful Implementation
"The best laid plans
" Applying these skills is the next step in building a successful practice.
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Cut Your Marketing Costs In Half
Referrals are often your most profitable source of new business.
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Annuity Financial Services, All Rights Reserved. Disclaimer
Copying or use of text or images located on this web site without
express permission is prohibited.
For Broker Use Only. Not for solicitation of General Public. All plans
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