Put three marketers together in a room and you will get at least four opinions about what creates effective financial services marketing. There is no single right marketing solution. As the old adage advises, "There are many roads to the top of the mountain, but when you get there, the view is all the same." However, just as in mountain climbing, there are many wrong ways to approach marketing.
Many misconceptions exist about what constitutes effective marketing. One of the most persistent among insurance representatives is that marketing is primarily an "outward directed" activity focused on attracting new clients. The truth is that:
(a) retaining current clients is an equally — if not more — important goal than acquiring new clients, and
(b) the best starting point for both retention and acquisition initiatives is an agent's own customer base.
