21. Networking. Recently, I was invited to join the local Chamber of Commerce. Much of what we accomplish is by marketing and networking and these organizations offer great opportunities for us as financial professionals to meet more people and promote our services.
22. Don't spend your entire marketing budget at once. Marketing works on repetition. The more a consumer sees your ad, the greater the chance that consumer will buy your product or service. And understand that advertising is salesmanship. When you create an advertisement, it must sell just as a salesperson would. Use conversational language and words.
23. Write and distribute a press release at least four times a year. The media, particularly your local media, is always on the lookout for a great story, so write one for them. Use these stories to tell customers why you are different, and why that difference is a benefit. This must be done in every aspect of your marketing.
24. Speed networking. The local Chamber of Commerce recently hosted a speed-networking event. As a result, there were several alliances that appear to be in development for me including an estate planning law firm that wishes to employ my services on behalf of their clients and a large property and casualty, multi-office group that wishes to allow me to offer financial workshops.
25. Keep plugging away. We must continuously market and introduce ourselves and display to others the enthusiasm and dedication that we share for the important work that we do.
26. Suitability spotlight Don't try to make your client fit a product. Find a product to fit your client. Too many agents have a favorite product due to its commission structure, bonus opportunity or crediting style. Then, they try to make each client fit into that product. Yes, you can have a favorite and if it fits, sell it. But many times, the client will tell you what they want. Don't be afraid to search out a product that most closely resembles what they want without sacrificing what you believe they need.
- Kevin Wedmore, president, A2Z Annuity Marketing, Inc.
27. Co-op your talents. For those of us that offer financial workshops or would like to start doing so and may have limited funding, offer to stage a workshop at a local Council on Aging. If you can convince the council director that you are sincere and knowledgeable, he or she will be very grateful to allow you to offer a valuable informational service to their senior community. This way you will not have the need for any cost involved except for refreshments.
- Stefanos Loisou, independent agent
28. Building a nest. It pays to know your territory, or more specifically the large-scale employers in your area. Very often these entities will have at the very least a 401K plan and sometimes a traditional, defined contribution/benefit plan as well.
Obtaining a favorable appointment with a handful of employees nearing retirement can yield big dividends. Also, obtaining referrals to co-workers will not require much effort and will provide an ongoing stream of prospects.
- Jim Medici, CLU, ChFC, CLTC, Senior VP of marketing, Zenith Marketing Group
29. The magic of the Web. I started doing online Web site marketing many years ago and, very truthfully, did it all wrong. Now, I clearly see the future in my practice has to be one that places my electronic business card, photo, information and ideas in front of people on the other end who are searching for me.
Finally, clients and I started to meet over the Web, even doing business world wide in some cases, and having never personally met many of my clients who find me on the Internet.
- M.D. Anderson, president, Financial Strategies, Inc.
30. Speak the language. Poor communication leads to poor sales. Understand your clients, know what motivates them and speak to that end.
