101 Of The Very Best Insurance Marketing &
Prospecting Tips, Ideas, Strategies & Advice
What most agents, advisors and planners are missing, is that if
you want to make it much easier to generate a constant stream of
Ideal Insurance and
Prospects, to set more appointments
and close more and larger sales, then you need a competitive advantage. You
need to constantly get your name out there,
to become the most recognized trusted and respected financial advisor, in your local
community. You want to become the trusted and respected expert that people want to
not be a problem for anyone selling insurance. It should be a
However, prospecting IS a problem for
most of us, simply because a process can take some
effort to set up - and even more time and effort before it
begins to produce results.”
Important Note: There is a huge
difference between the trainers who are really recruiters in
disguise and will promise you anything and everything to get
your business... verses people who are dedicating their lives to
helping you to succeed in this business. We are dedicated
insurance marketing and sales trainers, coaches and mentors...
Using the following strategies
we've helped over a
thousand agents, advisers, planners and 'MDRT' members
EACH YEAR to double and triple their incomes within 60-180 days ...in
spite of this economy!
The top advisers, we worked with last
year, earned over $1,000,000 and many
others who were earning $40,000-$60,000 per year, now earn $150,000-$350,000 per
Can Make The Difference"
Here is a list of 101 of the very best, proven, and
insurance marketing and prospecting tips, ideas, strategies and advice we've
learned over the past 30 years by working with the very best in
the insurance and financial services industry.
Plus, we've included
samples and free white papers to help you. These tips, ideas, strategies and advice are designed to get you off to a
quick start… but more importantly, if they are used properly
and your message is focused on helping people to identify and
solve their financial problems to make a difference,
you will guarantee your long-term success!
1. Have a true marketing plan. Develop a contact strategy consisting of direct
mail, free reports, telemarketing, newsletters, joint ventures and special
events such as workshops and other educational formats that are
designed to build a relationship with your 'IDEAL' prospects over time.
The people that need and want what you are
White Paper -
How To Attract And Sell
The 'Ideal Prospects!'
2. Be A Big Fish In A Small Pond. Your primary goal should be to get known as the
most respected and trusted advisor in your local community.
How much easier and more cost-efficient is it for you to get
known in your local community, verses in an entire city. Consider, the legendary
one of the most prolific life insurance
salespeople in world history, did all of his business in the
small town of East Liverpool, Ohio. (Population
3. Create a bio sheet. Use a professional
photo and share both your professional resume as well as
personal information on what makes you unique within the
industry and identifies the
problems you solve for your clients.
It explains why prospects should work
Sample Bio Sheet
4. Let all of your friends, family, neighbors and
the people you do business with know what you do. Not that you sell insurance or are a financial
advisor, etc. But, how you are helping people. Example, how you help people save for
a tax free retirement… or how you can help them to pay
off their mortgage 10 to 15 years early… without them
spending any additional money or changing their current
Simple Letter Idea
5. Ask Your Friends and Family For Their Help.
One of the ‘Quickest’ ways to get started in this
business, to get appointments, or get people to your educational
workshops, is to ask for their help. You need to rehearse your
approach, fact-finding and sales presentation in front of real
people. And, the best place to do that is in front of your
acquaintances, family and friends! Ask them if they will allow
you to practice with them! It’s a non-threatening way to get
them to hear your ideas, without them feeling obligated or put
upon. And, if you do a good job, many of them will ask if you
can help them to put the financial plan together for their
situation and/or you can ask them for referrals.
The more you practice your fact-finding and sales presentation,
the higher your closing ratio will become, and the less leads
Free Adviser's Guide To Fact-finding
6. Identify your best customers. Stop
wasting your time and money chasing poor-quality prospects. Create a
perfect prospect profile based on your best existing clients,
and only target great potential buyers. You’ll spend much less
energy, time and money contacting people who are the most likely to
Find out what problems they are struggling with
and how you can help them. Your insurance marketing strategy
should focus on delivering a special message that addresses the
needs and wants of that group.
White Paper - Using Mortgage Insurance As A Door Opener
7. Establish and understand your primary
geographical market area. Identify your geographic area by zip code, county, neighborhood
or other parameters and understand the prospects that live
there. Then, develop marketing campaigns to promote relevant
offerings based on life triggers and other events that may be
happening in your community, including new homebuyers, births,
and marriages within this area. Target your products and
services to those events.
8. Get known in your local community. Be active in your
church or a civic group. Get to know the members. Write articles
about the group and what they are doing for the community.
Include your by-line on the article, with your contact info and
offer a Free
Booklet or Report. The better known you become, the more
cost-effective your marketing will be.
9. Use monthly newsletters. Newsletters create credibility and stimulate
interest in your services. Send a monthly newsletter to everyone
By sending a newsletter to your friends, family,
neighbors, clients and prospects, you are constantly reminding
them of what you do (or in some cases who you are) in a very
non-threatening way. It's non-threatening, because there's no
pressure to buy anything.
Sample Client Newsletters
Ask your clients and friends for names of people who would like to get your
Make sure your newsletter is not boring insurance and financial stuff. Put some
personality into it. You will find your newsletter to be a very important lead
generation and referral marketing tool. But like I said, it has to be fun,
interesting, and helpful. Do it.
11. Send a
thank you note to someone everyday!
Have you said thank-you to someone to show how grateful you are
for them today? It’s such a small thing, but it can have a huge
impact on your life, and the life of that person. Send a thank
you note for referrals, appointments and meetings. Find little
ways to incorporate gratitude in your life, and you’ll be much
happier … and you’ll make the people around you much happier as
well… and you’ll stand out from the crowd. That’ll have a
ripple effect that will make your world a better place... with
such a small gesture!
12. Make yourself referable.
Do more than what’s expected to get your clients to talk about
you to their friends and family… about how you’ve helped them.
13. Referrals are priceless. By making yourself known, either through local
organizations or just by being an active member of your
community, people tend to ask, "What is it that you do?" From
there you will receive not only clients, but an endless supply
of referrals. People prefer to do business with someone local.
14. Pick up the phone. I have yet to find a better way of
'marketing ones-self' then
speaking with a prospect on the phone. It's way better than
direct mailings and cheaper too. Looking for folks to call? Try
or do a search on neighborhoods, it's free.
15. Develop a "drip" list.
Create a list of your best prospects that you contact on a
monthly (even weekly) basis with key information. Keep your name
in front of your target audience.
16. Get published or speak.
Be the author of an article in a local publication or newspaper,
or participate in a speaking engagement - Do It. Nothing creates
credibility faster than getting published or speaking.
17. Join the local Chamber of Commerce. Networking in these organizations offers great opportunities for
us, as financial professionals, to meet more people and promote
18. Be Creative! Your clients will remember the little things that
you do if they are original and creative. For example, a monthly
calendar of local events is a good way to stay in touch. It can
be mailed or emailed, depending upon the client.
19. Plan to
Set aside time on a regular basis to attend to prospecting.
Don’t wait until you run out of prospects or suddenly need more. Discipline your
prospecting so it’s something you do every day, every week. Schedule time for
prospecting each day, and have specific goals for the number of calls you make
and the letters you send. At the end of the week, look back and assess how well
you kept your activity on track.
Pick a time
each week when you schedule your appointments. Don't accept incoming phone calls
during that time and you can't be interrupted.
show that 80% of sales happen after the 5th contact.
80% of all sales are made after 5 or more client contacts
48% of all producers give up after the initial sales call
25% more give up after the 2nd sales call
12% more give up after the 3rd sales call
5% more give up after the 4th sales call
Only 10% of all producers continue past the 4th call, which means that the
persistent 10% are making 80% of the sales!!!!!!
21. Using 'Door Openers.'
There are many agents that are using health insurance, Medicare supplements,
mortgage insurance, trusts, etc. to get in the prospects door.
When done right it can be very effective.
If you are going to use a 'door opener' you must only use it in
your target market and you must have a way to transition into the sale you
really want to make... The easiest way to transition is to do a complete
fact-find with everyone. Too many sales people end up selling only the door
Another great way to get high quality leads is by
joining or forming a lead exchange group with local business
professionals that cater to your ideal prospects, and who have
already built strong relationships with them! A lead
exchange group is a formal group of successful business people
who get together every week, or every two weeks for breakfast or
lunch, for about an hour to exchange leads.
Having a great follow-up sequence is a
key ingredient in improving your insurance prospecting results.
The very best insurance agents have a systematic approach in place. This means
that the system has been designed to deal with fresh prospects. Even an agent or
planner with the worst letter and telephone skills in the world will have better
and more consistent results than the guy or gal who doesn't have a system in
place. You need to follow up with your prospects once your prospecting materials
have been sent. Call them, or have another piece of direct mail sent. Consider using scarcity to entice the prospect to buy with some
Successful People Take Action!
procrastinate and they don’t spend their life waiting for the ‘right time’. They
are busy, productive and proactive. While most people are lying on the couch,
planning, over-thinking, sitting on their hands and generally going around in
there getting the job done.
"You can have everything in life you want, if you will
just help other people get what they want."
Here's the first step to discovering the proven insurance marketing, prospecting and sales strategies needed to
your business, and take your income to superior levels!
Please download and read the following
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and Unlock Your True Potential... in the Next 60-180 Days?
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NOT sell, trade, rent
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"We have put together back to back 30k months"
we have put together our 2 most successful months in a row! I took your advice
and focused solely on the things that would bring revenue into my business and
cut all of the things that were distracting me from that core focus. For me,
that effort is primarily speaking to groups of people.
We have put together back to back 30k months (commissions) and are
speaking to 2-4 audiences per month. The beautiful thing is the more people we
help, the more referrals and momentum we build. I’m on track to finish the year
two months ahead of my personal goals.”
Beau Henderson, FMM, RFC - GA, (9 years
finishing my finest personal production year ever,"
am finishing my finest personal production year ever, and that is
the change in marketing efforts I have instituted since
and Jeremy. (Trusted
Training™) After 25-years in this business
I guess I have proven that
teach new tricks to an "old dog."
Tony Brazeal, RFC, RFP, (MDRT Member)
- TX (25 years in business)
President, Pathfinder Group, LLC a national brokerage agency
25. Assemble A Media Kit.
Develop a strong biography and fact sheet that
describes your accomplishments and experience to get speaking
engagements, guest appearances and/or your articles published.
26. Be a guest on a local television or radio
This will establish credibility and define you as
a financial resource. You can advertise your financial workshops
or offer a free report.
27. Host and produce a live, weekly financial
This will establish credibility and define you as a financial
resource. You can advertise your financial workshops or offer a
free report. In addition, this will provide a forum for people
to ask questions and for listeners to call and arrange for
28. Consider selling to ethnic specific markets.
Become an ‘insider’ and you will find a
tight knit community that will follow recommendations from their
friends and family.
29. Knocking on business doors.
Visit local businesses. Or, send a letter that is
focused on the magic of tax deferral with current rates or a tax
free retirement. Follow up with a phone call to inquire if they
received the letter. It’s a great way to get daytime
Write and distribute a press release at least four times a
year. One of the most valuable single sheet of paper you can
create in marketing is a press release. 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.
31. Council on Aging workshop.
If you offer financial workshops or would like to start doing
so, 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. The only cost is for refreshments.
32. Offer a Lunch and Learn.
Get to know the large-scale employers in your
area. 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.
33. Use what you know best to become the local
expert on that subject.
Use that knowledge to write a column in at least
one local senior publication. Many of the free senior newspapers
that are available outside discount and grocery stores will let
you write an article if you purchase a small advertisement.
Don’t forget to make copies of the articles to send to other
Offer An Income Tax Review. Ask each client to review
their form 1040 with you to uncover if they are needlessly
paying taxes on money they aren't using. An annuity may be an
ideal solution for these clients.
35. Run A Newspaper Advertisement Offering Your
Information Booklets and Reports.
Place a proven, INEXPENSIVE, Compelling Ad or
Insert (in the right publications) that hits the hot button
of a targeted group of prospects. The idea is to attract people
who have money, and recognize they need help.
As we are now in the "information age", giving away a free report
or a free booklet is a great way to make your target market come to you. It's
the "try-before-you-buy" approach. When done right, the people who come
forward, have been indirectly screened and are qualified prospects for your
products and services.
36. Marketing works on repetition.
The more a consumer sees
your ad, the greater the chance that consumers will buy your
products or services. And understand that advertising is
salesmanship. When you create an advertisement, it must sell
just as a salesperson would. Use conversational language and
37. Offer Your
Information Booklets and Reports
In Everything You Do.
In anything you’re doing, your seminar
invitations, sales letters, newsletters, business cards, by-line
on your articles, when you speak, etc., always offer your Free
Booklet or Free Report.
38. Use Your Free
Information Booklets and
Reports To Get Powerful Endorsements From Local Attorneys,
Accountants, P&C Agencies and Other Professionals…
Imagine how much credibility you’ll have with prospects when
their advisor recommends your services.
39. Teach An Adult Education Class On Finances.
The college will advertise your class. If you do
it right, all of the students will become your clients.
40. Business Briefs Section of the Sunday
A free way of getting your name noticed is to send in your
picture along with a short letter about what you do to the
business briefs section of the Sunday newspaper. Most papers
have this and most are free.
41. Offer A Free Educational Workshop For
Everyone You Know.
Invite your barber, mechanic, friends, family,
clients and prospects who you are having trouble setting and
appointment with. If you can help your clients, friends,
relatives, prospects and everyone you know to see that you can
help them to solve their financial problems. And that they can
have a brighter financial future, even with all of the problems
in our economy. How valuable are your services to them? Won’t
they all want to set an appointment with you?
Joint venture marketing is the ultimate
to generating literally thousands of new prospects, in your area, rapidly and
with the utmost credibility. Are you looking for a way to be in front of more
prospects? Are you looking for ways to attract high quality prospects to you?
Then, consider sharing your clients and prospects with other successful business
people... in return for them sharing their clients and prospects with you. When
done right, with the right businesses, it can make your search for new and
better prospects much easier! To make a joint venture work you must set up an
active contact system that gets people to call you looking for help, more
information, or gets them to come to your free educational workshop.
There are plenty of Property and Casualty agencies, LTCI agents,
investment brokers, etc. who are not offering the same
products and services you offer. Why not service each other’s clients.
44. Sponsor or
organize high-profile events.
first and second tier prospects to speaking engagements, which highlight
industry leaders. Often organizations sponsor quarterly or bi-annual speaking
engagements with industry leaders from your organization. By inviting your best
prospects, you establish credibility and show them that you appreciate them.
lists of people turning 65 to 66.
Many people are confused that even though the age for full benefits under social
security has risen to 66, the age to join Medicare A & B is still 65. A lot of
people are continuing to work and pay higher-than-necessary costs for health
coverage, due to this confusion. A quick call to offer to mail info regarding
the real deal, and then a follow-up call to explain, has proved invaluable in
gaining access to people's lives at a time when so many needs are changing.
room and bulletin board approach.
Make up some
flyers with pull tabs on them with your name and phone number. Then ask every
7-11, convenience store, gas station etc. or anyone with a waiting room, for
permission to hang the flyer on their bulletin board. Most will let you. Do as
many of these as you can and you will start getting calls. Offer a free booklet
or a free educational workshop.
Pay others in complimentary businesses a finder's fee to give you
While dinner seminars are somewhat expensive, ($4,500 - $5,000 with the mailing
and dinners) they are still one of the best and quickest ways to generate lots
of new prospects each month. When done right, you can be in front of 50 or more
high quality prospects in less than 6 weeks from now.
49. Make your
own confirmation calls for seminars.
Although most direct mail marketing firms provide a confirmation call service,
you want to make them yourself.
appointments at your seminars.
Sign up people while the information and desire is fresh; a cooling-off period
will leave you with fewer appointments set and kept.
51. Maintain a
database of the people attending your seminars or requesting your free report.
Drip on these people with a monthly newsletter. Remember just because they
didn’t immediately set an appointment with you doesn’t mean they are not
interested in your services.
birthday cards & anniversary cards to existing clients.
Show that you care about them and strengthen the relationship.
current on the issues affecting your clients.
Follow trends in the industry by faithfully reading leading industry
publications and learn what others are doing in the market. And send important
changes to your clients. Send an email blast regarding recent tax changes, etc.
54. Up sell
applicant is approved at the top rate, make the suggestion that he take
advantage of increasing the amount because he has qualified for the very best
rate. Point out that he may not be able to qualify again for this rate, in the
future, and that the premium for a greater amount is quite a bit less on an
overall basis because there is no additional policy fee, and higher amounts are
banded resulting in a lower cost per $1,000.
in Association Newsletters and the Social Media...
published in every local media source and on Facebook, LinkedIn and Twitter. If
you need ideas, you can rewrite articles from the web. Be sure to include your
‘BYLINE’ and offer a free report, in everything you do! An article gives you
much more credibility than running an ad for your services. And, it's free
advertising! Remember to make reprints of the articles to send to your clients,
friends, family, referrals and prospects.
56. Be a Guest
Speaker for Local Associations and Religious Groups...
As a financial expert, you have a lot of knowledge on how to help people to
better manage their money. Many groups are looking for a qualified authority to
share their knowledge with their members. Let them know you are available.
(Don't forget to send a press release before and after
Golf or tennis tournaments. During the summer months host or organize a
golf or tennis tournament and give a short seminar before the event.
(Don't forget to send a press release before and after the event)
prospecting for clients!
time prospecting with people who associate with the type of client you are
looking for. For example, if you are looking for clients who are transitioning
into long term health care environments, network with people in that field. They
are dealing with hundreds of your ideal prospects every year.
59. Brown bag
One of the best marketing ideas is a monthly program called Women
and Investing, Brown Bag Lunches. One day each month hold a free, no-sales
meeting for women only, who want to learn more about investing, in your office
conference room. They bring their own lunches and you meet for an hour on a
specific topic that you briefly "teach" and then you all discuss. It's very
interactive. They bring their real life examples and questions. It's easy to put
together, it's low-cost and helps the public view you as an expert. The women
bring their friends and help with spreading the word.
Make sure you get all your events listed on the local community
calendars. Almost every town, Chamber of Commerce, local library, church, and
civic group has a web site. So get your seminar, workshop, adult education
class, tournament, etc. listed on their calendar.
Don't stress about finding new prospects. Because according to
LIMRA you're already leaving thousands of dollars on the table from your
existing clients. The average family buys life insurance seven times throughout
their lives and that doesn’t count Disability Insurance, Long Term Care
Insurance, Annuities and more. Then, think about how much of your income comes
from renewals and residuals. Therefore, it pays to make sure that your clients
stay with you year after year instead of getting swept away by a competitor or
direct seller. To do that, you need to keep in touch continually throughout the
year -- not just at renewal time.
In today's economic climate, even experienced financial advisors are finding it
difficult to attract new clients. More than usual, successful firms are growing
their businesses at the expense of less successful firms. Successful advisors
are courting and winning over clients who are dissatisfied with their current
advisors. That's why, if you want to be successful, you must focus on
cultivating client loyalty. In today's highly competitive marketplace, you'll
never be able to grow your business if you're losing clients.
Miss the Boat" event.
One of the most successful strategies I've seen for raising the awareness of
referrals and bringing in a stream of new business is called the "Don't Miss
the Boat" event. Yes, it may be a little gimmicky, but this is an event
we've never seen fail, it has consistently produced referrals and results. This
event is similar to a client appreciation event. However, the only people that
are invited to this event are clients that have referred others to your firm.
An idea that works extremely well is taking your best clients at
least once a year out to dinner along with the spouses. The clients meet your
wife and this will take your relationship to a new level. Now when you speak to
these clients, their first comment is usually, "How is Linda?" Furthermore, this
process of involving the spouse will open up new sources of referrals.
A general rule
of thumb states that it costs five times as much to attract a new client as it
does to keep an existing one. Though we inherently know this rule of thumb to be
true, most firms spend significantly more resources on new prospects than on
existing clients. With a limited budget available, the marketing priorities are
set on bringing in new prospects. But, this can be a costly mistake if existing
clients are slipping out the back door.
marketing and communication strategy is an integral part of a comprehensive
marketing plan. Successfully executing campaigns targeted to your clients will
deepen relationships, increase the percentage of wealth you manage for clients,
generate referrals and defend against your competitors' marketing efforts.
Client appreciation events are one of the most common campaigns advisors use to
market to their clients.
After years in
this business, it is easy to become complacent. Practice your presentation,
practice your close and practice your follow-up.
Successful People Are Persistent and Patient!
people don’t give up when the going gets tough.
the majority of people look for the quickest, easiest way (the shortcut),
successful people look for the course of action which will produce the best
results over the long-term.
"If you can dream it, then you can achieve it. You will get all you want in life
if you help enough other people get what they want."
If You Want To Prosper In This Great Career,
'You Can Make The
In People's Lives, Instead of Just Making A Sale!
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'The Marketing Controversy!'
year our life production is up almost 100% over
Lew; As you are aware I have been in the industry for 39 years and am a
consistent MDRT ‘Top of the Table’
qualifier. I have spoken at MDRT, and
at several major companies top producer meetings. In 2000 I went from
being a Agency Development General Agent to a Personal Producer. The
transition was challenging, but it worked. The one thing I lost along
the way was the focus on life insurance sales. I tried several refresher
programs, and was able to modestly upgrade life production. Then I found
your company. Eventually, I purchased several of your programs including
to Close 9 out of 10™.
The material is excellent and I have spent many
hours reviewing it.
This year our life production is up almost 100%
over last year and I believe it will double again.
Thanks for your personal consulting time, the programs and most of all
your sincere belief in the good work you and your company are doing.”
last year and I
believe it will double again."
Richard C. Moldenhauer,
CLU, ChFC, RFC, CEP,
'MDRT Top Of The Table' -
(39 years in business)
"$67,000 of annual life premiums." (in
less than a month)
“Per our conversation this morning I wanted to let you know how the
(Found Money Management™ ) program is working for me so far. I got the CD package
on or around May 1st. Today is May 24th and I have set a total of 5 appointments
by loosely following the word track on the appointment setting CD. Of those 5
appointments, I have already had 3 of them, and we have started the underwriting
process on all 3...
$67,000 of annual life premiums.”
less than a month)
- Albuquerque, NM
The most valuable single sheet of paper, in all of direct marketing, is still a
strong sales letter. Sending a well written, benefit-laden, sales letter, to a
well-defined niche market can warm the coldest of customers, pave the way
for an easy entrance to a tough-to-get-a-hold-of prospect, and soften the
hardest entrance barriers to allow you the opportunity to make a sale. The
message you want to get across, in your sales letter, is that you know and
understand their problems and that you can provide a solution. It’s not about
you, your company or products. It’s all about them and how they will benefit by
meeting with you. An effective sales letter will warm up lots of cool prospects
for your phone call, while the best ad, or even the best brochure, will still
leave most prospects cold.
objective of a sales letter is to generate a direct response from
prospects that have a problem, rather than selling a product or service. It is
quite difficult for a single letter to sell directly without involving further
contact or human intervention.
you'd really like a response from a personal letter, include a return envelope
in it with a live stamp on it. It'll either increase your response or it'll
drive them nuts.
a direct mail solicitation, don't be afraid to ask them to take action several
times. If the recipient doesn't take action (reply), the piece fails. For best
results, be very explicit and tell the reader exactly what you want them to do
twice in the body copy, and again in the PS.
will buy when they're ready to buy... not when YOU need to make a Sale!"
Marketing experts like Dan Kennedy, Jay Abraham, Ted Nicholas, Al Ries, Jack
Trout, and Jeff Paul all suggest a MINIMUM of 6 follow-up mailings,
with a desired 12 step process, mixed with phone calls, faxes, letters and
emails to maximize your marketing dollars spent!
72. There are
two basic ways to use direct mail.
You can send
out 30 to 100 letters each week and follow-up each letter with phone calls. Or,
you can send out 5,000 to 10,000 sales letters or postcards per month and
follow-up each response you get with phone calls. Which of these two ways works
best? It depends on the agent. However, with either of these two ways you need
to have a well-rehearsed telephone script. You won’t get appointments by winging
offer your free information booklet or report at the end of your sales letter.
It gives them another reason to respond.
If you want a
list of people to send your sales letters to, all you need to do is find the
streets they live on and then go to your local library.
In the library, you’ll want to look for the
‘Criss-Cross’ directories. Three common ones are the Hill Donnelly, Cole’s and
Polk Directories. They have every street listed, with everyone on the street,
with their telephone numbers. Plus, they provide lots of other good information.
And they generally will tell you if they are on the “No Call” list. Make a copy
of those pages and you have a FREE LIST of your ideal prospects.
75. Learn to
use the computer.
I know it
sounds trite, but using the technology available to you is important. Research
and communication are the two primary areas to focus on, but being
computer-savvy may just save you a case or two because of your ability to
quickly get the information the client needs.
76. The magic
of the Web.
The future of your practice has to be one that places your electronic business
card, photo, information and ideas in front of people on who are searching for
Marketers can no longer push products
on people. They have
to think like journalists and create a dialogue with their audience to earn a
prospect’s trust. Free or low-cost applications such as blogs and podcasts, in
addition to social networking tools such as Twitter, Facebook and LinkedIn, have
changed the old rules. In addition, free social networking applications can be
used for managing your company’s reputation, conducting market research,
monitoring your competitors’ efforts and collaborating with your colleagues.
Twitter can also serve as a platform for your company’s customer service. Ideal
clients can now be reached with targeted messages that cost a fraction of the
old expensive advertising campaigns. In addition, social media marketing and PR
efforts often allow instant feedback and measurable results, so businesses can
immediately see which marketing strategies are working for them and which ones
78. Develop an
integrated marketing strategy.
prospects through a number of marketing channels including direct marketing, Web
site information, email, telemarketing and of course, personal meetings. For
example, you can use direct mail to drive traffic online to your Web site for
product information, rate calculators and financial goals worksheets. Promote
your online resources with direct mail and in other print media.
important to get email addresses from all your clients, with their permission to
accept your information from time-to-time. Use this information to send them
tips and solutions, up to twice per month. The info can be directly related to a
product or service you wish to offer, or totally unrelated. This serves both to
keep your name in front of them and also to maintain a "trusted advisor" status.
80. Put the
accent on visitor experience, not traffic.
Traffic is useless if you can't convert it into paying customers. A visitor
experience optimized Web site with 500 visits per day can bring you twice the
income than an un-optimized one with 10,000 visits per day.
Their Email Address.
visit your web, you want to know the people who are interested in your services,
so you can drip on them. So, get them to sign up for your free report or
82. Use Videos
On Your Web Site.
have shown that 5 in 6 people prefer to watch videos, rather than read pages of
text, listen to a sales pitch, or click through PowerPoint slides. This makes
sense. Video is a faster, easier way for our brains to process information.
Videos are sales tools, not website content. If you don't use sales
in your current selling process (including your website, your Facebook and
LinkedIn pages, and your email correspondence) you're not communicating the need
for the products you sell, as effectively or efficiently as you could be.
related Web sites in your own Web site's information area.
That will make your web site more relevant to the search engines and bring some
sitemap services on Google, Yahoo and MSN.
Not only will it provide you with invaluable server and Web site data, but it
will get your pages in their index faster.
85. Social media is an
important tool today.
For today’s financial advisors, social media is
becoming an important tool as they search for newer ways to generate leads,
build personal relationships with clients and prospects, and grow a reputation
as a trusted advisor in their community.
Don’t be overwhelmed, with
Facebook, LinkedIn, Google+ and Twitter! There are plenty of social media
platforms out there to choose from. However, don’t feel like you have to use
them all. Take the time to step back and consider your social media goals, as
well as whom your target audience is. Do you want to connect with other
advisors? Try LinkedIn. Or, do you want to reach out to customers and
prospects? Then maybe Facebook is for you. Whatever you choose, remember three
things: listen, engage and share.
86. Facebook Profile.
People buy from people, not companies. Your Facebook
Profile allows you to connect with customers on a more personal level. If used
properly, it can provide a unique channel to connect with clients in a new and
exciting way. - Amy McIlwain,
Financial Social Media
87. Facebook Fan Page.
You really need to set up a fan page or else you risk
being left behind as more businesses shift to social networks. Facebook fan
pages are different than profiles. You have a profile for you, John Smith, but
your business can’t have a profile; it can have a page. A page is a place to
house all the pertinent information about your company. They’re so useful
because you can include everything that relates to your business in one place
with a built-in potential audience, as well as include links to your website and
blog in order to expand your network. - Amy McIlwain,
Financial Social Media Marketing
Show Up In Google Search Results –
Claim Your Google Business Listing.
there is an easy way to increase your chances of showing up in Google search
results. Even better it is FREE! Google allows you to claim your business.
Essentially what you are doing is notifying Google that your business exists and
where it is located. You will be asked to answer a few questions about your
business like the name of the business, your address, telephone number, etc.
After you submit this information Google will then verify the information you
provided to ensure you are who you say you are. The entire process shouldn’t
take you more than 5 minutes.
The following link will take you to the appropriate Google site
to claim your business listing.
Claim your business listing
Integrate Fundraising and community service into your social
annual community service event that the entire office/clients can contribute to
such as, a community walk, bake sale, or other event giving back to the
"You were born to win, but to be a winner,
you must plan to win, prepare to win,
and expect to win."
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Marketing Advice From The Experts
The more you sweat in training, the less you'll bleed in battle. Too many
salespeople are not only bleeding in the "battle" to sell their customers,
they're hemorrhaging. Refine your skills in private and you'll have more
victories in public. There are no shortcuts. Training is not glamorous or
overly exciting. It doesn't work overnight. But it does work. Choose the
"pain" of daily training and skill development or the "pain" of losing
more deals. Pick one or the other. There is no third choice."
by Dave Anderson, author of "Selling Above The Crowd".
The most common mistake newcomers to any field of business make is to think that
by expanding their portfolio they will "secure" more business, and nothing can
be further from the truth. The truth, however, is that specializing and
narrowing your focus as much as possible will increase the likelihood of you
getting more business. An accountant specializing in car dealerships will get
more business than a general accountant will. An advertising consultant
specializing in print media for home furnishing stores will get more business
than a typical advertising agent will. A photographer specializing in weddings
will get more business than a regular photographer will. And the list goes on
- Dr. Michel Fortin
In marketing, I've
seen only one strategy that can't miss - and that is to market to your best
customers first, your best prospects second and the rest of the world last.
a business not to advertise is like winking at a girl in the dark. You know what
you are doing but no one else does -
Stuart H. Britt, US advertising
can have brilliant ideas, but if you cannot get them across, your ideas will not
get you anywhere. - Lee Iacocca, former Chrysler
brand for a company is like a reputation for a person. You earn reputation by
trying to do hard things well. - Jeff Bezos,
Your premium brand had better be delivering something special, or it's not going
to get the business. - Warren Buffett, Berkshire
Early to bed, early to rise, advertise, advertise, advertise.
- Ray Kroc, McDonald's
The aim of marketing is to know and understand the customer so well the product
or service fits him and sells itself.
purest treasure mortal times can afford is a spotless reputation.
- William Shakespeare, English dramatist
Next to doing the right thing, the most important thing is to let people know
you are doing the right thing. -
is time in the insurance/investment business for advisors to stop focusing on
making money for themselves and start focusing on the client. Selling is simple,
if you do the right thing for all of your clients. If you focus completely on
helping a client without worrying about the commissions, you will build your
practice better. - John Gotschall, CLU, Coaching
Financial Concepts, Inc.
Prospecting is a series of continuous, planned actions.
It's not just one thing - it's a complete system: a system that you
need to develop in
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