Becoming the fall back advisor for high end clients

Thursday, December 31st, 2009

Once you’ve devel­oped a clearly defined and dif­fer­en­ti­ated value propo­si­tion, there are many dif­fer­ent routes to get­ting the word out to high end prospects.You can build pro­file as the “go to” resource within a defined client group, build refer­ral rela­tion­ships with accoun­tants and lawyers or focus on devel­op­ing media pro­file in your community.

And then there’s the role of patience — one of the most impor­tant qual­i­ties to an effec­tive prospect­ing campaign.Recently, I talked to an advi­sor about the fine line between com­mu­ni­cat­ing that you’d LIKE to work with prospects on the one hand but that you don’t NEED to work with them on the other. In con­ver­sa­tions with prospects, you need to avoid any­thing that makes them fear that they may be rushed or pres­sured when meet­ing with you.

This brought to mind a con­ver­sa­tion with a highly suc­cess­ful, Chairman’s Club level finan­cial advi­sor some years back, who had decided to retire after a long career with one of the bank owned brokers.

He’d mapped out his retire­ment plans care­fully. Most impor­tant, he’d brought his daugh­ter into the busi­ness a cou­ple of years before from an analyst’s role with a well known insti­tu­tion; among her other qual­i­ties, she held a CFA.

He involved her in all his client meet­ings and let her increas­ingly take the lead in man­ag­ing key rela­tion­ships. As a result, none of his clients were sur­prised when he broke the news that he was step­ping back to a part time role and all of the con­ver­sa­tions about this went well.

All except the talk with one of his very largest clients, a highly suc­cess­ful ser­ial entre­pre­neur, on whom he paid a per­sonal visit to let him know of his plans.

This client’s response took him aback:

“Joe, I’ve really enjoyed our rela­tion­ship and you’ve done a great job for me. But I have to tell you that I’m going to be mov­ing my account.”

Caught com­pletely off guard, the bro­ker con­fessed to being sur­prised. He asked his client to tell him more.

“This is no reflec­tion on you or your daugh­ter” was the reply. ” Let me tell you what happened.

“For some time, I’ve sat on the board of a local hos­pi­tal — among the other board mem­bers is one of your com­peti­tors. Over the course of time, we chat­ted at meet­ings and got to know each other a bit.

“About three years ago, this guy called me and said he’d like to buy me break­fast, to talk about some invest­ment strate­gies he’d put in place for some busi­ness own­ers that he worked with that might be a fit for me.

“I told him that you and I worked together, that I was happy where I was and that this wouldn’t be a good use of his time.”

The client paused and then went on. “Frankly, the other broker’s response sur­prised me.

“He said  — I’m delighted to hear that. First, I’m delighted that you’re being well served. And sec­ond, in light of that I’m happy to hear that you aren’t look­ing at alter­na­tives — because I wouldn’t want my clients who I’m doing a good job for to be talk­ing to com­peti­tors either. But why don’t we have break­fast regardless.”

“So we had a very pleas­ant break­fast, talked about what was hap­pen­ing at the hos­pi­tal and our fam­i­lies, didn’t really talk much about invest­ments much at all.

“But I started get­ting his newslet­ter and invi­ta­tions to things he was putting on for his clients.

“About six months later, he called and invited me to a lun­cheon to hear a money man­ager in town from New York.

“Since then, he’s been in touch two or three times a year. We’ve had lunch a cou­ple of times, we played golf on one occasion.

“About a year ago, we were hav­ing lunch and he says to me: ‘I under­stand that you’re happy in your cur­rent rela­tion­ship and I respect that. But should there ever be a change, I very much hope that I’ll have the oppor­tu­nity to com­plete for your business.

“I told him that I thought that was a rea­son­able request. In light of that con­ver­sa­tion, I really feel that I have an oblig­a­tion to give him a chance to show what he can do.”

So here’s the inter­est­ing ques­tion: What had the incum­bent bro­ker and his daugh­ter done wrong to lose a multi mil­lion dol­lar account?

The answer: They really hadn’t done any­thing wrong … it’s just that another advi­sor had done some­thing very right, by posi­tion­ing him­self as the log­i­cal fall­back should there ever be a change in the sta­tus of this client’s relationship.

It takes a cou­ple of things to make this approach work for you — the right prospects and the right approach.

Start by iden­ti­fy­ing poten­tial can­di­dates against whom you want to posi­tion your­self in a sim­i­lar fash­ion to the bro­ker described above. They should have three qual­i­ties — first, they would be a very sub­stan­tial addi­tion to your book, sec­ond, you have an exist­ing rela­tion­ship in place and third you like and are com­fort­able with them. Chances are that if you like them, they like you.

Once you have iden­ti­fied poten­tial can­di­dates, you have to sort out an approach that works for you.

To be effec­tive, this approach has to be both more aggres­sive and less aggres­sive than you’d use against a typ­i­cal prospect.

More aggres­sive because the fre­quency of per­sonal con­tact is much higher than with a nor­mal prospect.

And less aggres­sive because the con­tact itself is lower key. In fact, when it comes to using the “fall­back advi­sor” approach, you have no expec­ta­tion of that indi­vid­ual becom­ing a client in the near term, there’s not even a trace of “are you ready to buy yet?”

Instead, you are patiently posi­tion­ing your­self against the even­tu­al­ity of a change in their sit­u­a­tion. Remember, a key rea­son this works is both the value being pro­vided and the level of patience being demonstrated.

Because of the amount of time and patience required, you likely want to focus on only a few prospects in this fash­ion.  In the long run, how­ever, the time and patience to become “the fall­back advi­sor” against the right indi­vid­u­als can pay very big dividends.

For more infor­ma­tion, please visit http://​www​.get​keep​clients​.com.

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Tags: Accountants, Cfa, Client Group, Client Meetings, Conversations, Fall Back, Job, Lawyers, Part Time, Patience, Personal Visit, Profile, Prospects, Referral, Relationship, Relationships, Retirement, Serial Entrepreneur, Take The Lead, Value Proposition
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Pay attention to turnover rates

Thursday, December 31st, 2009

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Client expenses determine retirement needs

Thursday, December 31st, 2009

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Five Cheap and Easy Seminars for Business Building

Friday, December 18th, 2009

This arti­cle a guest con­tri­bu­tion by Patti Branco, author of The Path to Mil­lion Dol­lar Pro­duc­tion.

Why host a sem­i­nar, and do they really work to gen­er­ate busi­ness? With a lit­tle plan­ning and some per­sonal savvy, the answer is yes, if done cor­rectly. This blue­print will show you the way to have an effec­tive and prof­itable event at almost no cost!

But, what do I have to offer as a new advi­sor? You might be sur­prised. The moment you stand in front of a crowd, whether to intro­duce another speaker or to take the floor your­self, you are the per­ceived expert. Don’t squan­der the oppor­tu­nity to make a great and long last­ing impres­sion. It’s impor­tant to remem­ber that like any other sales call, a sem­i­nar requires that you close, or ask for the order.

Let’s drill down to the pri­mary rea­son for host­ing a sem­i­nar: Get­ting qual­i­fied peo­ple in front of you, right? Tak­ing that to the next step, what do qual­i­fied prospects want?

They don’t want all the fluff and fan fare that so many advi­sors offer at grand and lav­ish sem­i­nars; most want a ben­e­fit, pure and sim­ple. Some­times they want the inter­ac­tion with oth­ers. Never for­get your rea­son for the sem­i­nar in the first place!

Sem­i­nars were once the hottest items and most lav­ish events in the finan­cial ser­vices indus­try. In the mid eight­ies you could pack a room of hun­gry prospects to dis­sem­i­nate infor­ma­tion over a meal about Lim­ited Part­ner­ships and insur­ance prod­ucts like Sin­gle Pre­mium Whole Life, the lat­ter which doesn’t exist in that struc­ture any more.

Later, all avenues of finan­cial ser­vices caught on and prospec­tive clients attended sem­i­nars to learn about mutual funds and eco­nomic trends from savvy invest­ment pro­fes­sion­als seek­ing to mass mar­ket their goods and services.

When the nineties came the sem­i­nar mar­ket was a rou­tine way of reach­ing new clients, and at some point it began to lose it’s sizzle.

–Adver­tise­ment–

Too much, too many, same old stuff? Who knows. But, today, prospects and clients are once again show­ing inter­est in the next wave of edu­ca­tional forums. Per­haps it is just a new gen­er­a­tion of investors, but more likely is the fact that many very cre­ative ideas have changed the way sem­i­nars are delivered.

Five Savvy Sem­i­nar that are Cheap and Easy

Be cre­ative, don’t call it a Sem­i­nar! Instead…hold a ‘Share­hold­ers Meet­ing’, launch a ‘Power Break­fast’, develop a ‘Round­table Forum’, form a ‘Client Focus Group’ or a host an old fash­ioned ‘Tea’.

Share­hold­ers Meeting

Atten­dees: Usu­ally clients who already have an invest­ment with you, and they can bring a friend.

Pur­pose: Give clients updates and infor­ma­tion on the mar­ket, and often on their par­tic­u­lar invest­ments. You might invite all the hold­ers of funds in the Fidelity fam­ily, for exam­ple, and ask a Fidelity spokesper­son to give a brief (repeat, brief) update. Or you can give the update yourself!

Serve: Sim­ple foods, snacks, cof­fee in the morn­ing and cold drink in the afternoon.

Invi­ta­tions: Tele­phone calls, fol­lowed by a nicely copied let­ter type of invi­ta­tion with details.

Loca­tion: Your con­fer­ence room, local library, church con­fer­ence room.

Secret: Sim­plic­ity, no elab­o­rate and time con­sum­ing plan­ning, no major mail­ings, very easy to plan and execute.

Power Break­fast

Atten­dees: Usu­ally pro­fes­sion­als (some­times retirees) in the area who would be likely to attend an early morn­ing event, and a guest pro­fes­sional who is try­ing to build her prac­tice, like you. Small group of 8–10.

The guest speaker topic should match the tar­get mar­ket. For exam­ple, a busi­ness crowd would appre­ci­ate hear­ing about new laws regard­ing busi­ness; seniors might bet­ter appre­ci­ate estate-planning information.

Pur­pose: To give prospects and clients gen­eral infor­ma­tion about a rel­e­vant topic fol­lowed by cof­fee and light refresh­ments, and conversation.

Serve: Sim­ple foods, snacks, cof­fee and tea.

Invi­ta­tions: Tele­phone calls, fol­lowed by a nicely copied let­ter with details. This is a ter­rific way to prospect as you seek that pro­fes­sional guest speaker!

Loca­tion: Your con­fer­ence room, local library, church con­fer­ence room.

Secret: Sim­plic­ity, no elab­o­rate and time con­sum­ing plan­ning, no major mailings.

Round Table Forum

Atten­dees: Usu­ally clients who already have an invest­ment with you and prospects. This is a good event to hold on a reg­u­larly sched­uled basis. Book them and then use them as your ‘rea­son for the call’.

Pur­pose: very sim­i­lar to the Power break­fast but may or may not have a speaker. With­out a speaker, a gen­eral round­table dis­cus­sion is held with the advi­sor facil­i­tat­ing. Usu­ally some per­ti­nent arti­cle or news of the day can be the topic.

Serve: Sim­ple foods, snacks, cof­fee in the morn­ing and cold drink and half sand­wiches in the afternoon.

Invi­ta­tions: Tele­phone calls, fol­lowed by a nicely copied let­ter with details.

Loca­tion: Your con­fer­ence room, local library, com­mu­nity or church con­fer­ence room.

Secret: Sim­plic­ity, held reg­u­larly, can be alter­nated with the Power Break­fast for con­tin­u­ous expo­sure. No elab­o­rate and time con­sum­ing plan­ning, no major mailings

Bonus: Get a rep­u­ta­tion as the com­mu­nity expert!

Client Focus Group

Atten­dees: Every­body that is qual­i­fied to par­tic­i­pate in a research project about invest­ment practices.

Pur­pose: Research. All of your ques­tions answered by the peo­ple that mat­ter. Banks and Credit Unions have done this for years to glean what is impor­tant to their clients and mem­bers. It is a very busi­ness like set­ting and very lit­tle free conversation.

Ten good ques­tions should be asked about what a par­tic­i­pant expects and needs from a finan­cial advi­sor! Cau­tion, be sin­cere in your efforts to learn the answers to the impor­tant ques­tions, or host another type of event.

Serve: Cof­fee in the morn­ing and cold drinks and water in the after­noon, per­haps a tray of cookies.

Invi­ta­tions: Tele­phone calls, fol­lowed by busi­ness like detailed expla­na­tion, maybe an advance list of ques­tions to ponder.

Loca­tion: Your con­fer­ence room, local library, com­mu­nity con­fer­ence room.

Secret: Sim­plic­ity, some time con­sum­ing plan­ning, no major mailings.

Host a Tea

A lovely tea! The lat­est rage!

Atten­dees: Pri­mar­ily for women, with or with­out an exist­ing rela­tion­ship with you. Men are wel­come too.

Pur­pose: To intro­duce your­self and your ser­vices. To prospect a group of 10 15 guests.

Serve: Sim­ple foods, snacks, tea and a cold drink in the afternoon.

Set the atmos­phere of a Tea with accrue­ments such as table­cloths and nap­kins that can be rented, and often funded by a favorite whole­saler. This should feel special.

Invi­ta­tions: Nicely printed, but print more than you need and have the date blank so you can add it for sev­eral events. Make sure the invi­ta­tions use a font you have avail­able on your com­puter, and a stan­dard point size.

Loca­tion: Your con­fer­ence room, hotel or nice restaurant.

Secret: Some plan­ning required, but plan for a few at the same time, a month apart. Max­i­mize your efforts. Mailed invites fol­lowed by a phone call, or call first and send invi­ta­tion after call. Very tar­geted guest list.

What a great way to meet a lot of people!

The Power Break­fast and the Round­table have become pop­u­lar ways to mass mar­ket. This type of ‘sem­i­nar’ affords mul­ti­ple prospect­ing oppor­tu­ni­ties. The idea is to net­work with CPA’s and/or attor­neys who need exactly what you need, clients! Invite them to address your top clients and prospects briefly in a small and inti­mate round table forum, where you are striv­ing to bring the lat­est infor­ma­tion and value to your clients. Set dates for the forum, more than one is best. Call it a ‘Cof­fee’, or some­thing that sounds casual and enjoyable.

Make sure you are match­ing the pro­fes­sion­als you are part­ner­ing with your tar­get mar­ket. Afflu­ent seniors, or pre retirees? Seek estate-planning types. Small busi­ness own­ers, busi­ness ori­ented part­ners, and so on.

You can call all day long!

The next step is to prospect your tar­get mar­ket with an invi­ta­tion to learn some­thing that is timely and per­ti­nent, new rules, social secu­rity changes, what­ever. Make it an inter­est­ing topic. If you mange to have sev­eral dates set, you should be able to host ten or twelve per meet­ing and fill the spots up quickly.

Another pop­u­lar method is the ‘Pocket Sem­i­nar’. Have an approved sem­i­nar in your hip pocket, ready to go on a moments notice. Make your self avail­able at the last minute for groups and asso­ci­a­tions that might have a planned speaker bail out at the last minute. Right now there are hun­dreds of inter­est­ing and avail­able sem­i­nars offered by your prod­uct providers. They are pre– planned, usu­ally pre-approved by your firm and filed with the NASD. The titles are com­pelling and most have power points and scripts avail­able. You can prospect with that! Check them out.

Reap­ing the Rewards!

What ever forum you choose, make sure you har­vest the oppor­tu­ni­ties that a group like that will gen­er­ate. You’re the expert and if they came to hear what you had to say, there is a good chance of get­ting a future appoint­ment. Be the con­sum­mate pro­fes­sional in dress and in man­ners. Don’t be too mod­est to tell your guests that you offer these sem­i­nars because you are build­ing your practice.

Have an eval­u­a­tion that along with the other data gath­er­ing has two boxes, one that says, “Call me” and one that says, “Do not call me”. Men­tion this form a cou­ple times through­out the meet­ing and tell them to make sure they check one or the other. Tell them if they check ‘call me’, you will call within 48 hours. Explain…if they check ‘do not’, promise them that you will not call!

When per­sonal ques­tions are asked, ques­tions that won’t ben­e­fit the whole group, encour­age them to make a note on the back of the eval­u­a­tion, and note that when you call them, you will dis­cuss that with them.

Final thoughts. Keep it sim­ple and only do a lav­ish meal if you are court­ing a group of prospects that don’t need that free meal. Make sure your pre­sen­ta­tion skills are well devel­oped. From the plan­ning to the deliv­ery, always assume the sale! Peo­ple enjoy learn­ing, and will want ‘more of you’, espe­cially if you are com­pe­tent, con­fi­dent and enthusiastic.

Patti Branco is a finan­cial ser­vices indus­try expert, author and pro­fes­sional speaker. She enjoys a suc­cess­ful track record that spans over 20 years in the finan­cial ser­vices arena. First, as a suc­cess­ful reg­is­tered rep­re­sen­ta­tive, ris­ing through the ranks to senior man­age­ment, and later as an inde­pen­dent con­sul­tant, build­ing and devel­op­ing invest­ment pro­grams, coach­ing lead­ers, and increas­ing rev­enue in finan­cial insti­tu­tions. Her expe­ri­ence stems from sales and sales man­age­ment as a First Vice Pres­i­dent in the bank and bro­ker­age indus­try, as State Invest­ment Man­ager for Cal­i­for­nia, respon­si­ble for the ini­tial devel­op­ment of a major bank pro­gram in the golden state.

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Tags: Blueprint, Branco, Dollar Production, Economic Trends, Fan Fare, Fluff, Insurance Products, Interaction With Others, Investment Professionals, Lasting Impression, Lavish Events, Limited Partnerships, Mass Market, Mid Eighties, Mutual Funds, Nineties, Old Stuff, Prospective Clients, Prospects, Whole Life
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Articles You Can Send to Clients (July 15, 2009)

Friday, December 18th, 2009

As pref­aced in today’s newsletter:

Dur­ing this period of height­ened require­ments for com­mu­ni­ca­tions to your clients, keep­ing in touch with your net­work of clients and prospects is crit­i­cal. While there is no sub­sti­tute for one-to-one meet­ings and phone calls, weekly or peri­odic emails are an effec­tive way of stay­ing vis­i­ble and devel­op­ing frank and open dis­cus­sions with both clients and prospects.

Start­ing today, and every Wednes­day from today, as a ser­vice to you, we will be send­ing a list­ing of 3–5 arti­cles from high value sources (e.g., G&M, WSJ, NYTimes) that you may use to send to your clients and prospects as part of your com­mu­ni­ca­tions strat­egy. We will also include some help­ful pref­ac­ing notes that you may use as well.

Keep in touch, and , by the way, if and when you find use­ful arti­cles, we would be extremely grate­ful for your submissions.

Below is this week’s selec­tion of arti­cles that you can send to clients.

Here are three arti­cles that I thought you might find inter­est­ing which dis­cuss the eco­nomic out­look of Lak­sh­man Achuthan, one of the fore­most econ­o­mists in the US, the out­look for stocks from the Wiz­ard of Whar­ton, Jeremy Siegel, and an arti­cle from the Wall Street Jour­nal about the oppor­tu­nity in income/dividend pay­ing stocks (as a gen­eral heading).

The Reces­sion is Over!
ECRI declares the reces­sion over with the US econ­omy track­ing up to 2.4% in the third quarter…

http://​www​.slate​.com/​i​d​/​2​2​2​2​7​42/

Source: Slate​.com/​W​a​s​h​i​n​g​ton Post

There is a great deal of skep­ti­cism about the econ­omy, and many mixed offer­ings in terms of opin­ion on out­look. The Slate​.com arti­cle, The Reces­sion is Over!, dis­cusses the con­trast­ing view of Lak­sh­man Achuthan, of ECRI (Eco­nomic Cycles Research Insti­tute), one of the most highly regarded inde­pen­dent econ­o­mists, known for a long list of accu­rate and pre­scient eco­nomic fore­casts, who points out that three sig­nif­i­cant lead­ing indi­ca­tors are cur­rently flash­ing green.

They’re (ECRI) the Spocks of the eco­nomic fore­cast­ing crowd—unemotional, unin­vested in any­thing but the logic of what his­tory and their dash­board tell them. “From our van­tage point, every week and every month our call is get­ting stronger, not weaker, includ­ing over the last few weeks,” says Achuthan. “The reces­sion is end­ing some­where this sum­mer.” In fact, it may already be over.

********

Jeremy Siegel: ‘The Mar­ket Will Stage Another Recov­ery’,
Knowledge@Wharton, June 24, 2009

http://​knowl​edge​.whar​ton​.upenn​.edu/​a​r​t​i​c​l​e​.​c​f​m​?​a​r​t​i​c​l​e​i​d​=​2​267

Jeremy Siegel, Whar­ton School Pro­fes­sor, Direc­tor of Wis­dom Tree ETFs and author of the invest­ing clas­sic, Stocks for the Long Run, says that now that the reces­sion will not turn into a depres­sion call stocks are poised for a recovery.

Siegel: Well, of course, we had a tremen­dous down­turn from Jan­u­ary to March, a plunge. And we’ve had recov­ery back to those Jan­u­ary lev­els, basi­cally. So year-to-date, we’re sort of even on the mar­ket. Actu­ally, in Asia, we’re well above it. Mar­kets are about 20% higher than the year-end. For the emerg­ing mar­kets and the Asian mar­kets, there’s been a much bet­ter recov­ery, because there’s been a bet­ter eco­nomic recovery.

It’s always very hard to pre­dict the stock mar­ket. It’s cer­tainly tak­ing a breather now. I main­tain that if we can keep oil at the $70 level, and if inter­est rates on long-term bonds, 10-year bonds, don’t go much above 4%, the mar­ket will stage another recov­ery that could bring it up another 15% to 20% — really, by year-end. It’s hard to know exactly when that will take place. But I think peo­ple really see [that] the recov­ery is com­ing. Again, just like they were relieved that, “Oh, it’s not a depres­sion, it looks like it’s end­ing,” [they see] we are get­ting some recov­ery. I think if the [price of oil] and inter­est rates … remain sta­ble and low, we will put more money in stocks. There’s still over $4 tril­lion in money funds that are earn­ing about 1% or less, which is not as attrac­tive as rates that I believe could be moved into the mar­ket, once prospects of the recov­ery seem more certain.

********

Bright Out­look for Income Investors
July 4, 2009 — Wall Street Jour­nal — By Tom Lau­ri­cella
Out of last year’s tur­moil in mar­kets a bright spot has emerged for investors look­ing for income — The pay­out on dividend-paying (or income-paying) stocks has gone up as a result of share prices falling fur­ther than payouts.

The main point of this arti­cle is that bat­tered high qual­ity div­i­dend stocks as well as gov­ern­ment bonds are now offer­ing higher real rates of return as a result of infla­tion run­ning at 2% or lower.

Yes, div­i­dends may have plunged — but share prices have fallen fur­ther. Trans­la­tion: The per­cent­age pay­out of many dividend-paying stocks has actu­ally gone up. Some tra­di­tional yield plays — such as util­i­ties — look attrac­tive. Bond funds, aside from U.S. gov­ern­ment bond funds, offer other options.

And investors shouldn’t dwell too much on yields that seem low. What mat­ters is how they com­pare to inflation.

“When investors see a yield of 4% or even 3.5%, it looks like a low-yield invest­ment,” says Fran Kin­niry, head of the invest­ment strat­egy group at Van­guard Group. “But with infla­tion run­ning at 2% or lower, the yields on fixed income or even equi­ties aren’t that poor.”

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Tags: Communications Strategy, Dashboard, Dividend Paying Stocks, Dividend Stocks, Earnings, Economic Cycles, Economic Forecasting, Economic Forecasts, Economic Outlook, Economists, Income Dividend, Jeremy Siegel, Lakshman, Leading Indicators, Offerings, Open Discussions, Periodic Emails, Prospects, Recession, Skepticism, Slate, Spocks, Vantage Point, Wall Street Journal, Washington Post, Wharton, Wsj
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The Seduction of Apparently Easy Choices

Friday, December 18th, 2009

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Tags: Business Meetings, Contradictions, Contrasts, Cowboy Boots, Cruise Ship, Crux, Denim, Follower, Hard Core, Holding The Space, Management Consultant, Party Deck, Patient Support, Paying Attention, Playing With My Mind, Seduction, Shirt And Tie, Steve Walmsley, Top Performer, Top Performers
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Flat fee or minimum assets — that is the question

Friday, December 18th, 2009

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Tags: Assets, Flat Fee
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Advisors must find client stress points

Thursday, December 17th, 2009

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Tags: Client Stress, Stress Points
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Additional services bring advisors more business

Thursday, December 17th, 2009

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