91. Your premium brand had better be delivering something special, or it's not going to get the business.
- Warren Buffett, Berkshire Hathaway
92. Google actually relies on our users to help with our marketing. We have a very high percentage of our users who often tell others about our search engine.
- Sergey Brin, Google
93. Early to bed, early to rise, advertise, advertise, advertise.
- Ray Kroc, McDonald's
94. Now we understand that the most important thing we do is market the product. We've come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool.
- Phil Knight, Nike
Suitability spotlight
95. The purest treasure mortal times can afford is a spotless reputation.
- William Shakespeare, English dramatist
96. Next to doing the right thing, the most important thing is to let people know you are doing the right thing.
- John Rockefeller
97. Financial advisors must follow the legal rules that apply to marketing to seniors as well as promoting financial instruments. We are legally required to meet these standards.
- Kathy Weaver, ChoicePoint Precision Marketing
98. It is time in the insurance/investment business for advisors to stop focusing on making money for themselves and start focusing on the client. Sales is simple if you do the right thing for all of your clients. If you focus completely on helping a client without worrying about the commissions, you will build your practice better.
- John Gotschall, CLU, Coaching Financial Concepts, Inc.
99. I tell clients that I diagnose financial ailments. I explain that people self-administer their financial health as they do their own health. I further explain that I look at all the "over-the-counter" products they have purchased and see if any are in opposition to another, and if they work in harmony with company and government benefits.
I say there can be a misdiagnosis that needs to be addressed by a professional. I ask if they want their physician to prescribe a medication without hearing their symptoms. I then request an appointment to review their financial concerns, as I feel prescription, without diagnosis, is malpractice.
- Donald R. Beck, Provident Financial Corporation
100. Using your tool box
I find it best to explain to my client and prospective clients financial products in a way they can comprehend. I use what I call the "tool box analogy." Every tool was designed to perform a certain task and when used as it was designed for, it works perfectly for the job. Such are the products provided for use by the financial industry. It would be ridiculous to try to use a low-yielding checking account at a bank to achieve a long-term, tax-deferred growth plan, such as it would be to create an immediate liquidity need by placing one's assets into an annuity.
Find out how your clients and prospects understand things and use these analogies.
- R.C. Rompala, independent agent
