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Practice Management > Building Your Business

100 best sales & marketing ideas: 91-100

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100. Don’t say yes to all prospects.

Sometimes turning down clients can be good for business. There are a number of companies selling immediate annuities and many people looking to buy them. Not every client is a match for your company and vice versa. Be real with your prospects, and don’t be afraid to be upfront. If you don’t think you are a good match for each other, say so. Sometimes people need to see that you aren’t trying to push them in a direction they don’t want to go. They will appreciate your honesty, and it may relieve some doubt and clear the way for a solid decision. They may come back and decide you are a right fit for them, but if not, you don’t want to commit to a business deal where neither of you are happy just for the sake of reeling in another client. That’s bad business.

— Kaitlyn Fusco



99. Create a marketing video that’s actually entertaining.

Entertainers always win. And entertainers who educate (like Oprah, Suze Orman, Dave Ramsey, Jim Cramer, etc.) make a killing and create very loyal followers. Say what you want about some of the aforementioned celebrities, but they are most likely having more fun than you, while making more money. And frankly, they could care less what you think of them. Why would you not start having some fun, rolling your sleeves up a bit, entertaining your ideal prospects (with some class of course), and start winning people over by being real and someone who they can relate to? I can assure you that you will be happier, and more money will come your way if you try it versus some cookie cutter, boring video where you read directly from the teleprompter.

— Joe Simonds


98. Be a hero.

Offer over-the-top, wow customer service. If a client has a problem, empathize, then suggest a plan to solve that problem. Once the solution is accepted, deliver on it as quickly as you can. Exceed expectations every chance you get — even if the cause of the problem is not your fault — and you will experience a new level of client loyalty.

— Shep Hyken


97. Define your personal brand.

Social networks are made up of people connecting to people: friends and family on Facebook, clients and peers on LinkedIn, and people you just find interesting on Twitter. Effective personal branding works in social networks because of the social part: people do business with people they know, like and trust. Ultimately, some part of every decision to do business with you has a personal component. The key to developing a personal brand in social networks is to know who you are and to embody it authentically online. Nilofer Merchant calls it your “onlyness” – that unique combination of strengths, weaknesses and insights that makes you so you.

— Jay Palter


96. Mirror your prospects.

If you want to gain rapport more quickly, mirror every nuance of your prospect’s posture.  Watch how they stand, if they cross their legs when sitting, if they lean forward — then do the same. People tend to trust others when rapport exists. They avoid those they distrust.

— Kerry Johnson


95. Blend the best of old and new.

Direct mail is obviously not the most cost-effective way of marketing yourself; you can probably spend a lot less money doing this on the Internet. But the clients producers are looking to reach, the seniors and the boomers, just aren’t as prone to go to Google and look something up. This is why more of your successful planners are still using direct mail. That said, online needs to be part of every producer’s prospecting strategy because it streamlines the business process. An Internet lead can be automatically entered into your CRM, and you can follow-up from there. Internet is absolutely critical for today’s producers.

— Ryan Parker


94. Be thoughtful.

Remember your clients’ important “dates” — birthdays, anniversaries, promotions, new accomplishments — to let them know they are important to you and not just another check. Spend five minutes calling, emailing or drop them a personalized card, because most other people won’t take the time

— David G. Hohl


93. Educate, educate, educate.

Partner with local colleges to present continuing education on a variety of financial topics.

—Joan Connell


92. Consider the best way to get involved in your community.

Community involvement can be a boon for business, and can also bring a greater sense of satisfaction and fulfilment to the work you do. Ask these questions as you’re thinking about the best way to get involved: How many people in your community know who you are and what you do? If they hear the name of your business, what is the brand they associate with it? Is your brand different than any other financial advisor in town? Do you have a unique message and marketing initiative that helps you stand out from the crowded field of financial advisory firms?

— Jim Brogan


91. Host a smaller client appreciation event.

I have found better success hosting smaller client appreciation events, as opposed to one large gala event each year. Here’s why: Every time a client receives a correspondence or phone call from your office, you are “touching” them. The expression “Out of sight; out of mind” is at the heart of every disappointed client’s chief complaint that they “rarely hear from” their advisor. In human interaction, frequency of contact translates into depth of relationship. Thus, it naturally follows that hosting a single, massive annual gala event represents one touchpoint (however impressive it may be for all present to see hundreds of others there), while multiple smaller events throughout the year create the potential for several touches each year. You also prevent weather, traffic, or similar obstacles from reducing turnout at your one annual reunion. The goal of all client events, large or small, should be to promote your brand within your client family and local community, strengthen client relationships, and legitimately help the charities you support. 

— Thomas K. Brueckner

For more sales & marketing tips, visit LifeHealthPro’s 100 Best Sales & Marketing Ideas.


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