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Effective and Efficient Systems for Integrating Client Data with your Marketing and Selling Programs |
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Skilled and successful financial professionals recognize that collecting and managing important marketing and selling data is the key to a smooth and profitable practice. My clients know that an effective system has 3 interdependent parts:
- They regularly use a printed Fact Finder to collect important fact and feeling information about the client, his contacts, and his advisors.
- They have in place CRM Software (Client Relationship Management), which permanently stores client information and manages most marketing activities.
- They use compliance-approved proposal software, which transfers information from your Fact Finder and generates recommendations and proposals for your clients and prospects.
A printed Fact Finder is the key to this system. I suggest a printed Fact Finder for a few very simple reasons:
- Successful advisors truly seek to understand their client's concerns, desires and inner motivations. The only way to discover this information is to ask questions. The Fact Finder acts as a dependable checklist to help you consistently ask the right questions -- and has the added benefit of being a convenient recording tool as well.
- Successful advisors also use the Fact Finder to aid their marketing programs. There are four significant marketing benefits from regular use of a printed Fact Finder:
- You can obtain the names of people important to the client in both his business and personal life. These "captured" names become a source of future referral discussions.
- You can gather the names of the client's Centers of Influence, and the client's evaluation of the quality of these relationships. This evaluation can become the basis for working with these Centers of Influence, either as clients or as a Center of Influence for the advisor himself.
- You can obtain information about the client's interests, hobbies, and other non-business activities. This information can be used to help you define/refine the definition of your Target Market/ideal client. By carefully defining your Target Market, you can be more focused and effective in all your marketing activities.
- Finally, regular use of a printed Fact Finder can provide important information to help you develop a high-leverage Target Market networking referral program called Critical Contacts.
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Nick is available to answer any of your coaching concerns, and as always, will provide a complimentary coaching session to anyone interested in pursuing a coaching program. Please call Nick at (510) 898-3245 or
email him to set up a session.
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Newsletter
Issue No. 16
July 2009 |
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Effective and efficient practices are managed by people who are clear about two basic issues. They do the right things -- the most important things -- first. Next, they do the right things in the right way.
Thus our simple formula:
· Be Effective: do the right things.
· Be Efficient: do things in the right way.
This month's newsletter focuses on some examples of effective and efficient practices. In these uncertain times, my clients want to know -- what is working? What do I need to do to continue to thrive and prosper?
What I've discovered is that great practices manage all the important parts of their practice by having well-integrated marketing and sales systems.
The important issues discussed this month include a discussion of printed Fact Finders integrated with CRM and proposal software.
Further details are contained in the article to your left. Please contact me if you'd like to discuss the subjects of this month's newsletter, or any other issue that's on your mind.
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