By Martin R. Baird, President, Advisor Marketing
In today’s world, there are a number of resources available for financial advisors to use to market their practice. But many advisors commit what I call Squander, A Terrible Sin.
Marketing resources are abundant but many advisors squander them by not using them to their fullest. The sin of Squander is one that all advisors must avoid. My book, “The 7 Deadly Sins of Advisor Marketing,” helps advisors overcome this marketing sin and several others. Following is an excerpt from the book. Those interested may order a copy of the book at my Web site, www.Advisormarketing.com, on the More Resources page. The link for ordering information is next to the first book listed on that page.
Excerpt:
Because That’s Where the Money Is
What a wonderfully simple premise. Banks are robbed because they have money. The reason to work with your favorite companies on your next seminar is because that’s where the money is.
The companies that you buy your products from are all interested in your success, and many of them know that seminars are a great way for you to grow your business. They know that many of the top producers use seminars as a marketing tool.
These companies are willing to help offset your seminar expenses. It’s true. They will pay for part or even all of the cost for you to do a seminar. This is a wonderful opportunity. You get a chance to meet new prospects and most, or perhaps all, of the cost is paid.
Talk with your wholesalers in the early stages of planning your seminar and tell them what you are trying to accomplish. Explain how many people you want to attend and how this is going to help you grow your business. If the seminar is well planned, wholesalers are usually more than happy to help.
Who, what, where, when, why and how – these are the basic questions every reporter must answer while researching and writing a story, and they can help you organize your seminar. Once you know all the answers, take a few minutes and write a nice report that you can present to the wholesaler. They will not only be surprised, they will also be impressed.
This is important because you will want more than just money. (More about that in a moment.) When you impress the people you’re trying to attract as sponsors, it puts you in a position to make the most of the great opportunities that seminars offer.
Your plan will also help you get your staff involved. Putting on a quality seminar takes work, and the more help you have the better.
More Than Just Money
When it comes to helping, wholesalers can do more than just provide money.
Wholesalers have great resources that they can use to make your seminar a hit. For example, they often have seminar mailers and outlines already developed. Some have wonderful PowerPoint presentations that you can use. They’ve already invested the time and money to design these presentations and all you need to do is add a few items, such as your name and logo, and you are ready to go.
Some financial experts are even available to deliver your presentation for you. If you don’t like speaking to groups, this could be a great way for you to avoid the front of the room and still have a great program. If you have the wholesaler deliver the presentation, it’s important that you review it with them in advance.
Wholesalers also have promotional items and gifts that you can give to attendees. These are the same great items that they give away at conferences.
Wholesalers have some great resources that you can use to make your next seminar a huge success.
It’s important to make the most of the resources that are available to you. I know one wholesaler that has offered to make cold calls with his clients. It’s true. He will sit in your office and make calls with you if you think that will grow your business.
If I were planning a seminar, I would call my wholesalers right away and ask them what they think I should do and how they would like to be part of it. Many of them have budgets that they can use to help with something as simple as mailing costs.
Wholesalers have so much to offer. All you need to do is ask. One of the best investments you can make is to talk with your wholesalers before your next seminar.
