11. Get published or speak. If there is a way to either author an article in a local publication or newspaper or participate in a speaking engagement - do it. Nothing creates credibility faster than getting published or speaking.
- Melissa Baker, Kathy Weaver and Brian Lara of ChoicePoint Precision Marketing contributed these marketing ideas.
12. "Don't Miss the Boat" event. One of the most successful strategies I've seen for raising the awareness of referrals and bringing in a stream of new business is called the "Don't Miss the Boat" event. Yes, it may be a little gimmicky, but this is an event we've never seen fail -- it has consistently produced referrals and results. This event is similar to a client appreciation event, however the only people that are invited to this event are clients that have referred others to your firm.
- Maribeth Kuzmeski, MBA Red Zone Marketing
13. Buying lists of people turning 65 to 66. Many people are confused that even though the age for full benefits under social security has risen to 66, this year the age to join Medicare A & B is still 65. A lot of people are continuing to work and pay higher-than-necessary costs for health coverage due to this confusion. A quick call to offer to mail info regarding the real deal, and then a follow-up call to explain, has proved invaluable in gaining access to people's lives at a time when so many needs are changing.
- Roger T. Nickel, CSA, CLTC Bankers Life & Casualty Company
14. An insider's view: The Asian market For the last 30 years of my sales career, I have sold aviation services. One thing I learned is it takes time to earn the Asian population's trust but once you have, they are truly loyal customers who are quick to refer you to other potential customers. While I have only been selling FIAs for just over one year, I have begun earning that trust in this field as well. Living in the San Francisco Bay area, we have a heavy Asian population attending my seminars. These attendees are slow to commit and required patience in appointments as they are very diligent in their research.
Consider selling to ethnic specific markets and you will find a tight knit community that will follow recommendations from their friends and family.
- George Stark, life insurance and annuity advisor
15. Radio, radio. I host and produce a live, weekly financial radio program. This has enabled me to establish credibility and define myself as a financial resource. It has also been a platform to advertise my financial workshops. In addition, it has provided a forum for people to ask questions and for listeners to call and arrange for individual consultations.
- Stefanos Loisou, Financial Workshops/Strategies for Life
16. Upsell. When an applicant is approved at the top rate, make the suggestion that he take advantage of increasing the amount because he has qualified for the very best rate. Point out that he may not be able to qualify again for this rate in the future and that the premium for a greater amount is quite a bit less on an overall basis because there is no additional policy fee, and higher amounts are banded resulting in a lower cost per $1, 000.
- James (Jim) Carow, AIC
17. Knocking on doors. When I started in this business, I ran out of my initial market within 60 days. I decided to cold call and began knocking on business doors. I would also send out a letter that focused on the magic of tax deferral with current rates. I discovered that, in some cases, by following up with a phone call to inquire the receipt of the mailing ultimately gave me a few daytime appointments.
Today, 60 percent of my new business comes from my existing clients that introduce me to their friends, family and business associates.
- Thomas Doncaster, CLU, CWM, Doncaster Insurance & Financial Services, Inc.
18. Referrals are priceless... By making yourself known, either through local organizations or just by being an active member of your community, people tend to ask, "What is it that you do?" From there you will receive not only clients, but an endless supply of referrals. People want to do business with someone local. This is what has driven me to qualify as an MDRT member.
- Fred Claghorn, CLTC, USV Financial Advisor
19. The ad approach. I use a statement in my advertisements and materials that says: "Financial planning? Long term care may be the only asset you own that affords you the ability of never going to a nursing home. What asset are you missing in your portfolio?"
- Curtis V. Cloke, CLTC, LUTCF Financial advisor/agent
20. Biography. Develop a strong biography and fact sheet that describes your accomplishments and experience.
- Larry Klein, author of "Marketing Financial Services to Seniors"
