Use These Seven Marketing and Sales Approaches To Effectively Develop Your Business

“Sales is an outcome, not a goal. It’s a function of doing numerous things right, starting from the moment you target a potential prospect until you finalize the deal.” – Jill Konrat

A solo advisor can only undertake so many efforts. Those efforts should focus on introductions from clients and professional alliances, LinkedIn, and possibly your “Book of Life.”

As a member of a team you may be able to use other approaches by sharing the marketing workload so you can do some strategic networking, undertake more “intimate events”, conduct targeted roundtables, have a drip program, speak at public forums, and/or develop and manage client advisory boards. All these efforts can help in business development.

Additional resources we recommend:

• Millennial marketing. Keep managing the money of your best clients once it is passed to the next generation. Read on at https://www.coachdavidleo.com/articles/millennial-marketing-why-its-vital-and-how-to-shape-it
• Strategic networking. Financial advisors need to get involved in organizations within the community that attract those with high net worth. Develop and maintain quality relationships that may enrich your life and help you achieve your goals. Give first and learn from everyone that you meet. An excellent book we recommend is Million Dollar Networking by Andrea Nierenberg (Herndon, VA: Capital Books, 2005).
• Intimate client events. These are small gatherings to which clients are encouraged to bring friends, and where the overt purpose is solely social, not business focused.
• Targeted roundtables. These private events tend to focus on a group of people that one or more of your clients may be part of. Using a “Client Wisdom worksheet” you can identify companies your client works for where you can offer a “lunch and learn” event or an after-work event. You can also conduct roundtables if your client is part of a social group.
• Drip programs. Extensively used and worthwhile, drip programs keep your name in front of prospects. It’s rare that advisors will acquire clients from these mailings, so follow-up phone calls are required where you can ask about people’s interest in the material you are sending or if they would prefer different material. See our article “Content May Not Be King” at https://www.coachdavidleo.com/articles/content-may-not-be-king
• Speaking at public forums on a range of corporate compliance-approved topics. Speaking engagements are another way of getting recognition of what you do and how you do it. Your internal marketing areas may provide prepared presentations on a host of subjects.
• Client advisory boards. Sitting on the board are top clients and members of your team tasked with giving you feedback on services, marketing, and other aspects of your business and potentially sharing ideas on how you can grow your business. Client advisory boards can be powerful tools for building relationships with top clients, capturing detailed client feedback, and growing business.

 
David I. Leo, Additional Marketing and Sales Approaches Snippet 20

David Leo is Founder of Street Smart Research Group LLC. He is an author, speaker, coach, consultant, and trainer to financial professionals. David is an experienced business manager who works solely with Financial Advisors, Planners and firms who want to organize, structure & grow their businesses by attracting, servicing, and retaining affluent clients.

If you have questions or would like assistance in personalizing and implementing approaches from The Financial Advisor’s Success Manual, schedule a free 45 Minute Strategy Session at https://calendly.com/davidileo or contact me at [email protected] or visit my website at www.CoachDavidLeo.com

​My book is available at Amazon at https://www.amazon.com/Financial-Advisors-Success-Manual-Structure/dp/0814439136.