50. Initiate a multi-tiered marketing approach.
My three legged stool: At a high-end fitness center I advertise my business on the flat screens in the facility that are throughout the center. I also have a table where I leave information for members to take and I also workout in the facility. $7000 annual investment for advertising nets out $30,000 in commissions the first year, $80,000 in commissions the second year.
49. Watch for the right triggers.
Review your client’s revocable trust every five years or after major events, i.e. birth, death, marriage, retirement, change in employment status.
48. Let the prospect lead.
To start every client/prospect meeting there may be an issue lurking in their minds that, if not discussed upfront, can lead to a block to items on the meeting agenda prepared by the advisor. With this in mind, at the onset of each meeting I say to the other party: “What do you want to make sure that we cover in today’s meeting?” This simple offering provides a compassionate path to important, front and center concerns that will lead to a great trust-based meeting.
— Jeff Cornell
47. Be patient and persistent.
ALWAYS follow up with prospects and old leads. You will be amazed at the results. They are like wine; the older they are the better and more ready they are to be served.
— Alejandro Chetto
46. Address individual goals.
I simply ask clients what their retirement dreams are and what they are doing to make sure it is a reality.
— Jim Steffen
45. Take the initiative.
Introduce yourself to your community through a letter and leather campaign. In an envelope, place your business card and a letter introducing your business to your general residential area. Start with 1,000 letters. The letter should introduce yourself as the advisor in your neighborhood and announce where you live. Also, it should generally reference your product line. The leather part of all of this? Walk the neighborhood area and leave the letter in prospects’ doors or mailboxes. Strike up a conversation if you see the person in the front yard or in the garage. Get yourself recognized in your community.
— Gregory Harnett
44. Cast a broad net.
Be involved in as many things you enjoy as possible.
— Robert Meltzer
43. Dominate a crowded marketplace.
For most of us, there are plenty of competitors in our space. We look a lot alike and sound a lot alike. It’s difficult for our dream clients to know who is worth spending time with and who isn’t. They believe all firms are about the same. So they default to seeing no one — except for those few salespeople who can somehow differentiate themselves and their offerings. Remember: You make selling easier when you differentiate yourself. You make it easier to win new business when you avoid playing the “me too” game.
— Anthony Iannarino
42. Develop a referral system with COIs.
Connect with other professionals who serve this same market but do not offer the same service that you do. Nurture those relationships. Keep these professionals informed of your services and industry developments, so that they will refer their clients to you when the need arises.
41. Draft a brochure that is direct, persuasive and personal.
I believe in marketing yourself with new clients (and sometimes older clients, too) with a compendium/brochure. The contents should include your mission, your credentials (i.e. your bio), your team of professionals (if you have them) and general information. The brochure should have the client’s name on the front, so that it can be seen through the front cover. This personalizes the brochure, which most firms do not even think of.
— Robert DiNicola