It takes a special producer to thrive in the high-net-worth market. Chief among the challenges is cracking the affluent market in the first place. I spoke with three top producers who specialize in serving high-net-worth clients to find out how they did it.
This is part one of a three-part Producer Roundtable. For more see:
Part two: Getting over your fear of the high-net-worth market
Part three: How to find the right high-net-worth prospects
Q. Aside from the obvious fact that people in the high-net-worth market have, by definition, a lot of money to spend, what were the driving forces behind your decision to direct your efforts toward the high-net-worth market?
Keith Eck, CLU, ChFC, founder of Keith Eck Financial & Insurance Services: I started in the financial services industry as a career agent with MassMutual life insurance after a career-ending injury in the National Football League. I was working in a district office in Westwood, Calif., and I was driving on Sundays from San Diego, where I had bought a home, up to Los Angeles to the office and returning to San Diego on Fridays. I felt because I played football at UCLA and grew up in the San Fernando Valley, being in L.A. would be my best chance for success.
I remember the early years as just trying to keep my contract validated each month, so I made my list of everyone I knew and I just started calling. I would schedule a meeting whenever and wherever I could, and I had my share of dinner-table meetings at prospective clients’ homes. I also remember having multiple meetings with prospects just to sell a term insurance policy with a premium of a few hundred dollars. The group I worked with was trying to specialize in pension planning, but I needed to work with everyone to have enough activity to survive. I believe this early experience with working at night around the dinner table convinced me that I wanted to work during the day in the business market.
Marvin H. Feldman, CLU, ChFC, RFC, president of Feldman Financial Group and president and CEO of the LIFE Foundation: The high-net-worth market is a challenging market, but I had a unique opportunity to work in an existing agency that specialized with high-net-worth people. It was a natural fit for me, as I had my father as my mentor to guide me through the complicated process of understanding what this market needed. And since I did not like to prospect, I learned the time and effort spent prospecting was better utilized looking for people who had large problems and the financial means to solve them.
See also: How to attract (and keep!) affluent clients
Peter R. Magni, LUTCF, financial representative with the Wellesley Financial Group in Wellesley Hills, Mass.: My first decision when I came into this business was to specialize in working with physicians and to help them grow financially as time goes by. I have a great deal of respect for the medical community and wanted to spend my career helping them solve many of their financial problems. Since they generate a great deal of income over the years, they are, by definition, high-net-worth individuals — if they plan properly. Because they have specialized financial needs that require a great deal of planning, I realized that I would be working in the high-net-worth market, which was certainly a wonderful by-product of working with physicians. Then I receive referrals to other physicians facing their own high-net-worth issues.