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Life Health > Running Your Business > Marketing and Lead Generation

5 Key Moments That Can Grow Your Business

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What You Need to Know

  • One happens in January and February, when clients are counting their employees.
  • The Form 5500 may be fresh in an employer's mind in early August.
  • From August through November, clients may want help with all of those benefit plan notices.

With most retirement plan advisors looking to grow their business, we know many of you are looking both to strengthen existing client relationships, as well as to cultivate new business opportunities.

There are five key moments in the year when advisors can leverage their expertise and attention to detail to the benefit of plan sponsors.

I have spoken to these key moments in front of many advisors through the years and I’ve received positive feedback from those who are finding ways to bring value to their client base while prospecting new relationships.

These are moments that can strengthen or weaken an advisor’s relationship with their client.

The five key moments are:

  1. The Annual Census: In late January through early February, this is the first opportunity of the year to offer value to plan sponsors/clients.
  2. Compliance Testing: In late March, help clients ensure their plan complies with 401(k) regulations.
  3. Form 5500 and Audit: In early August, with the Form 5500 preparation and filing fresh on your clients’ minds, grab the opportunity to ask them about their experience.
  4. Required Notices: From August through November, how can you help lessen the burden of delivering requirement participant notices while strengthening your business relationships?
  5. Measurement and Planning: Showcase your value with a check-in on measurement (this usually happens between August through November) Measuring the success of a plan can help your clients check that they’re fulfilling their fiduciary obligations, meeting participant needs and managing costs. Plus, it’s an opportunity to set yourself apart as you align with the right provider partners.

If you handle these key moments well, you demonstrate value and build loyalty.

If they go poorly, they create pain points that may lead a plan sponsor to look for a new advisor.


Katie SheligaEkaterina “Katie” Sheliga, MBA, AIF, CPFA, is the national accounts sales director at The Standard and a registered representative at StanCorp Equities, Inc.

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