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Life Health > Running Your Business > Marketing and Lead Generation

Leads, Leads, Leads! Then Understanding Clients...

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In the past year I have received numerous calls from various companies offering to supply me with leads if I will sell their products. For example, they may represent multiple companies, but the idea is that whatever I sell would be a product of one of these preselected companies. I’ve thought about it, albeit briefly, that this would put me in front of people and that I might parlay it into a deeper relationship, but I always come back to the same conclusion. Thanks, but that would be a conflict of interest for me. And so I respectively decline their invitation.

In addition, I get at least one email per week from a company offering to provide me with ‘qualified’ leads for the low price of $150 up front. I know this sounds like a scam—collect the money upfront and scram—but it may very well be legit.

My question you is this: Have you ever acted on either of these offers and if so, what was the result?

True Confession: Reaching Clients at a Qualitative Level

I took a few hours the other day to clean out some old files and found some excellent information I’ve collected over the years. Oh, if only I could bottle it and drink it! In any event, there are two main levels on which advisors operate: quantitative and qualitative. The former is the Dragnet, ‘Just the facts ma’am!’ approach. The latter is more touchy-feely, but goes deep into the heart of the matter, which is precisely where we need to go. My confession? I tend to operate too much at the Dragnet level and not enough at the other. 

I find the quantitative process to be concrete and exact while the other is much more abstract. Being an analytical person, I have to break out of my comfort zone to get to the heart of the matter. More succinctly, I need to know what drives this particular client to do what they do. I’ve considered purchasing personality profile tests to be completed by prospective clients, but have never done so. Although I believe strongly that this type of information is extremely helpful, I have never taken the plunge.  [Some other AdvisorOne blogs address the issue of understanding what motivates clients, such as regards risk. See Geoff Davey’s latest contribution, and Mike Henkel’s.-Ed.] 

Anyway, back to my old files. It’s time to implement some of this great information I’ve collected which includes a plethora of questions to ask. 

What about you? Do you have a standardized questionnaire for the first visit? Do you use a personality profile with clients or prospective clients? 

Thanks for reading and have a great week!


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