Ellis Communications, L.L.C.

Multiple Contacts With Clients and Prospects
Can Lead to More Business During Uncertain Times

With the stock market seesawing and the world still in turbulent times, financial advisors need to reach out to their clients and prospects now more than ever.  This is comforting for the people advisors contact and it can lead to more business.

 “You may be shocked at how often you should be in touch with your clients and prospects,” says Martin R. Baird, president of Annapolis, Md.-based Advisor Marketing and author of The 7 Deadly Sins of Advisor Marketing.  “Studies show that you should start at 18 contacts per year and some studies shoot up from there into the high 20s.”

Baird offers the following tips on making more contacts to generate more business.

No. 1.  Use variety to get the best results.  “People like to be contacted in a variety of ways during the year,” Baird says.  “For example, they may want to read some articles you’ve clipped from a magazine or they might prefer to attend some seminars and listen to you speak.”

No. 2.  Information passed along during these contacts should not be limited to the advisor’s industry or business.  “Your clients want information they can use in all areas of their lives,” Baird notes.  “This could mean information about hiking, sailing or organic gardening.  The subject matter should mirror your clients’ needs and desires.”

No. 3.  Expanding the information beyond finances helps advisors stand out.  “This sets you apart from the crowd that sends generic information to people all day long,” Baird says.  “You are positioned as different.  It also gives you more latitude in your communication.  You can do more interesting things that will get your target market’s attention.”

No. 4.  A high number of contacts will not frustrate clients and prospects.  “They will not realize that you have ‘touched’ them 20 times,” Baird explains.  “They’re busy people and, unfortunately, some of your messages will not reach the desired target.  This happens to all of us in marketing and that is why we know it takes multiple contacts with the same or similar message to be effective.”

No. 5.  Consider joint promotions to keep the cost down.  “Who else is trying to reach your target market that is not a competitor?” Baird asks.  “Do they have a list of people who would want to learn more about what you have to say?  Could they be interested in your solutions and services?”

Advisor Marketing provides a variety of services to financial advisors to help them improve their marketing methods and increase revenues, including seminars and conference speaking engagements on such topics as referrals, marketing, client communication and transitioning to fee.  The company also provides a service that tests multiple variables of a marketing campaign simultaneously so advisors will quickly know which elements of a marketing effort offer the best opportunity for success before they launch the campaign.

The company’s Web site, www.advisormarketing.com,  is the premiere Internet-based source for marketing advice, information and tools for self-driven, success-oriented financial advisors who are demanding information that helps them market their practice, meet the needs of their clients and increase sales.  It offers such services as a free weekly electronic newsletter and reports on how to conduct different kinds of marketing. 

Advisor Marketing may be reached at 480-991-6421.