Diversification is a defining principle of Chuck Layman’s work, and it’s one that seniors especially can appreciate. “After being in the business for 20-some years, a lot of my clients were becoming seniors and hitting retirement years and safety was more of an issue to them than risk,” he says of his practice, which largely serves the senior market. “That is when I started realizing that the senior market as a whole had been taken advantage of by Wall Street and were not truly diversified into safety and safe vehicles. That is when I stopped using my securities license and went back to my route of insurance and safety first.”
A philosophy like this is just what many seniors want to hear — and Chuck isn’t shy about sharing it. A master prospector, here he shares five ways to brand your business in a way people won’t soon forget.
1. Educate your prospects.
Layman loves to get in front of his community as often as possible. One of his favorite ways to interact with prospects is through educational programs. Some people call them “seminars,” Layman says, but he looks at them as programs that provide a forum for him to educate people and break down any myths or preconceived notions prospects might have heard about annuities and other safe products from the mainstream media. He puts on two every five weeks.
2. Stay involved.
Layman lives by the personal touch with clients and prospects. It’s not enough to simply send out a reminder note a few times a year. He’s formed bonds with his clients — sometimes over several decades — so when special occasions occur, Layman sends them that personal reminder: “Hey, happy anniversary,” or whatever the occasion might be.
And he’ll send a reminder about their finances as well, asking if they want to come into the office or have a telephone conference. He says it’s amazing how many people will walk through the door, people with long-standing relationships, and they’ll be looking for new products due to the seeds that Layman has planted.