Posts Tagged ‘Campaign Goal’
Wednesday, March 30th, 2011
Many advisors are struggling with a strategy to communicate with prospective clients.Last week, I conducted a webinar with U.S. advisor site Horsesmouth, outlining a simple approach to prospecting using a series of low cost client lunches that advisors can host in their boardroom.
You can listen to the webinar at the link below — there’s no cost, you simply have to enter your email address.
For much more information, please visit http://www.clientinsights.ca.
Sorry, it turns out the webinar referred to above is no longer available, however, here is the transcript of the presentation by Dan Richards:
Surprising informal survey conducted by Dan Richards…says that the most common answer is “None” when advisors are asked, “How much time did you spend in your office last week talking with clients?”
Dan suggests advisors can host a regular roundtable luncheon series with their clients. It’s important that they do this regularly.
Only requires about three hours a week–two 90-minute time blocks. Book room for lunch, call people to invite.
Can hold them in your boardroom, or a country club or a private room at a restaurant. No need to do it elaborately.
Dan recommends holding it in your office and catering with sandwiches.
Timing: Do it from 12:30–1:30.
Says do two or three of these luncheons in your first campaign.
Goal for guests: eight or nine. Suggests that is optimum for dynamics. It’s a workshop, not a presentation. Invite six or seven client and two or three prospects.
Looks and feels like a client event. That’s what you want. So you only want 33% prospects.
Rule of thumb for invites: Invite 10–15 prospects to get two or three.
Stay away from folks who are anxious or dominate discussions. Avoid them for this approach.
What advisor should say on invites: “I’m hosting a series luncheons this summer. Hope you can come.” Say, “Next lunch is July 8. Does that work for you?” If no, go on to next two days.
Call them “informal sandwich luncheons to talk about the market.”
Says one advisor he knows does one lunch at his downtown office and then does other luncheons at firm’s branch offices in suburbs. Can also do other lunches at a hotel or restaurant in suburbs.
Stress it’s very informal, 10– to 15-minute talk in the beginning and then opening it up for questions and conversations.
Prospects not typically cold. You know them, but not that well. May play golf with them. Share membership in an organization. They’re not cold.
Break this cardinal rule of prospecting: Actually leave message on voice mail if you’ve got a good relationship with the person. They will call you back if it’s a good relationship.
Emphasize you’re limiting the luncheon to 10 people. Ask them on phone if they’re on some questions or topics they’d like addressed. Ramps up commitment level. Also ask what type of sandwich they want.
This is a low-stress invite. You give them three dates. If they say no to all three dates, then you can evaluate whether they’re really interested. Perhaps invite them by e-mail next time you do the campaign.
Write down now two to three names of people you can see potentially inviting.
Connect with clients by phone who’ve agreed to come. Call to ask them about questions they may have and get sandwich order. If you have an opening, go ahead and ask them if they know anyone who might want to attend…
Structure talk around questions asked by attendees…Makes it personal. Makes it more participatory.
If new to business, you can ask branch manager or wholesaler to be present to help with questions. You deliver the talk.
Finalize open remarks. Practice your remarks; you want to sound confident. Send confirmation e-mails. Consider sending an article along or link to something you’ve read that pertains to talk.
Final details: It’s critical to follow up with people who attend.
Tips: Think about seating. Have pen and pad, and copy of slides if you use slides. Might ask someone to ask first question. Be sure to have folks complete evaluation. Keep it short and sweet. Use scale 1–4 on luncheon, talk, comments and a line for their name. Short and sweet.
Follow-up call with clients. Review evaluation form. Any specific questions. Ask how they might suggest you change or improve the lunches. Respond to any questions they have. Ask them if they want to attend one later in the future.
Follow-up call with prospects. Similar as above but…
Overall: Make prospecting a priority. Be sure to time block…Integrate prospecting into ongoing client communication. Pick one strategy as a focal point. Refine and repeat and get really good at it. Don’t be scattershot.
Dan says some clients like to come to such events a couple of times a year. So it’s OK to invite clients to come again later in the year.
Tags: Advertisement, Amp, Boardroom, Campaign Goal, Email Address, Free Webinar, Informal Survey, L3, Lunch, Luncheon Series, Luncheons, Minute Time Blocks, Momentum, Private Room, Prospective Clients, Prospects, Register, Roundtable, Rule Of Thumb, Sandwiches, Wid, Www Ca
Posted in Dan Richards | Comments Off