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A few days ago I got a call from an advisor, who didn't get even one response to an invitation he had sent out for his educational workshop.  He had sent the invitation to the 300 clients and 200 more prospects, friends and acquaintances on his mailing list, just like he did a year ago, and not one person responded.  He was concerned that his educational workshop marketing wasn't working and wanted to completely change what he was doing.  He also thought he'd stop sending out his monthly newsletters, and instead try to set up a new website to attract prospects.  Note:  Even though he wasn't getting the response he ultimately wanted from his educational workshops, this agent has seen the number and size of his sales increase significantly, over the past year.

As we discussed his situation, he explained that he had offered an educational workshop several times during the past year and had some success.  But now they weren't working at all.  As we talked further I found out that he had completely changed his workshop invitation.  He didn't call any of his best clients and friends to personally invite them to his workshop.  He wasn't doing anything to get referrals.  He wasn't doing anything to become better known as the expert in his niche marketplace.  Plus, he had stopped doing many of the things he had done, that worked when he first entered this business five years ago... like being a guest speaker for associations. 

During these tough economic times, it's harder than ever to evaluate the effectiveness of your marketing efforts.

When the economy is strong and business is good, it's much easier to see the cause-and-effect relationship of marketing.  You send out an invitation for your educational workshop and the phone rings.  You send a newsletter and guess what, the phone rings!  You're interviewed on the radio and everyone you meet for a week says they heard you and thought you were great.

That's the way cause-and-effect works during good times, but you can't expect that during challenging times.  Today, you could send the invitation that was a proven winner in the past and not get a single call.  Does that mean the invitation is no longer effective?  Don't jump to the conclusion that the answer is yes and that you need to develop a new invitation or maybe even stop doing educational workshops altogether.

Times like these test our marketing faith.  When you don't get amazing results, it takes faith to hang in there and continue doing what you know is the best thing for growing your business and helping more people.  Believe me, it tests all of us.  I have days when I wonder.  The good news, for me, is that because of the amount of marketing I'm involved in, I can see what's happening in a variety of areas.  For example, I can get a call from an advisor who just did a mailer that failed miserably and moments later get a call from a person who had their best response ever from their marketing.

That's a luxury most of you don't have, so when you think you've done everything right but still don't get any response, it's only natural to assume your marketing just doesn't work.

When do you know if your marketing is working?  Some of you won't like the answer to this question.  You will know if it worked after all the marketing activity is over.  The length of time it may take to get feedback varies and these days it can be a long time.

For example, if you did a marketing effort today, many people might not react because of the torrential rains that hit the east coast, the increased threat of terrorism or just the troubled economy!  These factors could all influence potential clients and cause them to hold back on immediately reacting to your message.  It doesn't mean that your message didn't work!  It may have worked very well, but factors out of your direct control are holding down the response.

It doesn't mean the marketing effort failed.  Your perfect clients may have seen your message and been moved by it and when the time is right for them, they will respond.  The frustrating part of this is their timing, which may not be in sync with your timing.  People buy when they are ready to buy, not when you are ready to sell.

The only real way to get more measurable data is to do direct-response marketing.  That involves creating an offer or some other reason for people to bring themselves to your attention.  Direct-response marketing usually involves a coupon, time-sensitive offer or offering a free report.  By getting your perfect prospects to call you to take advantage of your offer, you can track your results.

My final thought on this subject is that most people pull the plug on effective marketing campaigns because they didn't see the results quickly enough.  When I first started my company in 2000, I was convinced that after one week of appearing in the top 10 in search engines I would have a line of people wanting my services.  Well, that didn't happen.  As a matter of fact, I was in the top 10 of search engines almost 40 out of 52 weeks.  It wasn't until a year later that I started receiving a lot of orders.  It would have been very easy to stop after one week, one month or even six months.

Good things come from consistent, ongoing, never-wavering marketing!

"Remember, you'll solve your sales problems, once you solve your prospecting problems."

Lew and Jeremy Nason
'The 9 Out Of 10 Guys'
Marketing and Sales Coaches

Message to Financial Advisors...

What have you done in the last sixty days to increase your sales?  Is there any question that during the year, you're going to spend thousands of dollars in time, money and effort bringing in new clients to your business?  Then wouldn't it make sense to do it the most cost effective, money-making ways?  Why not learn the marketing, prospecting, appointment setting and sales strategies that most of the leading agents, advisors and planners on the planet use?  Jeremy and Lew Nason

P.S. If you are a current member of NAIFA, GAMA, MDRT, or the IARFC give us a call for your special discount. (If you're NOT a member… You should be!)

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Plus earn an industry recognized designation...
Earn the accredited, industry recognized 'RFC' designation (Registered Financial Consultant)
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Discover... How You Can Become the Most Recognized, Trusted and Sought After Financial Advisor In Your Local Community! Cato is the legendary 'Image Branding' specialist for financial professionals!

www.catomakesyoufamous.com/

"Sometimes the change we seek is right under our nose.  Where it's hardest to see.  Hidden from view because our success can fool us into thinking we "already know".  Like how to listen.  R-e-a-l-l-y listen.  Not to be confused with the absence of talking!  That and Lew's mastery of the art of question asking are an indispensable part of unearthing a client's real needs and wants.  Go there!  Get connected to the INSURANCE PRO SHOP and revitalize your business and yourself." 
Rhona C. Porter, RFC, MSM, FMM - CA

Sales Tips…

Ask The Dumb Questions

Most agents are afraid to ask questions.  They're afraid to look like they don't know anything, or they are afraid of getting too personal.  However, in sales the only dumb questions are the ones you don't ask.  Get that stamped permanently in your brain and you'll sell more.

You should be asking lots, and lots, and lots of questions when you are selling.  And you especially should be asking what, to "most people", would seem like dumb questions.  Question like...

Why do you want life insurance?

What made you decide to buy life insurance now?

Who are you trying to protect?

How much life insurance do you have now?

What kind of life insurance are you looking for?

When would you like the policy to begin and stop?

The more questions you ask, the more insurance, annuities and investments you'll sell!

Most agents just ask "How can I help you?" or "What are you looking for?" And then as soon as they hear "I want to buy $100,000 life insurance", they respond with "Sure, let me tell you all about my great policy."
 

“It's not the answer,
it's the quality of the question!”

Success Tips… 

Understand the Law of Attraction

Unfortunately, most agents don't understand 'The Law of Attraction', which is... "You get what you think about; your thoughts determine your experience."  The reason you aren’t getting the sales you want is because you aren’t attracting sales.  Your focus is on everything but the desired outcome you want.

Most agents tend to focus all their efforts on finding prospects and setting appointments.  And they end up meeting with the wrong prospects and no sales!

Instead you need to focus on the sale.  Yes, you still need to find leads and set appointments.  However, if you focus on the sale you'll do a better job of identifying and obtaining leads.  You'll find it's much easier for you to make a strong connection with your prospect and set an appointment. 

And, if during the appointment your focus is on the sale you’ll be listening to the prospect.  You'll be working with the prospect to help them to realize why your solution is best for them. 

And, because you’re sharing the information and ideas with your prospect it becomes much easier for the prospect to make the decision to buy.

"Whatever the mind of man can conceive and believe, it can achieve." Napoleon Hill

October Private Site Updates

Important Prospecting Update… 

What's Your
Marketing Strategy?

Don’t confuse a marketing strategy with a series of random marketing activities.  A marketing strategy means you have a clear plan, with systems in place, that allow you to repeat those systems and obtain consistent results.  A marketing strategy isn’t hoping you will get a result, but rather knowing you will get a result, because you can track and measure every component of your system.  It’s not complicated and it’s certainly worth the time and effort you'll put into it.

The purpose of marketing is not just to find a prospect,  but to attract the "RIGHT' Prospect.  If your marketing doesn’t consistently generate potential customers, the people you have the best chance of selling then stop doing it because you’re wasting your money.

The objective of marketing is to start a connection with a complete stranger that will lead to an appointment.  The better and stronger you can make that initial connection the sooner you will set an appointment with the people who want to do business with you.  And, the sooner you can stop wasting your time looking for business in all the wrong places.

The keys to a successful marketing strategy are... matching your message to the market; using the right media for the market you’re trying to reach; making an emotional connection, and providing a clear and pressing reason for the people in your market to take action.

Testimonials and Success Stories…

"Lew, I recently purchased your Advanced Fact Finding Video... I have been on two interviews so far and used the methods you described.  It was surprising how the folks opened-up.  Not only were their defenses totally down, but they actually stated that they liked the low-pressure approach and questioning process to find out what their needs/concerns were before they were asked to buy anything.  In both cases the customer actually told me what they were going to buy...  By the way, I am going to recommend that you contact Allstate's Financial Specialist Manger, so you can help them with their sales efforts.  They have spent a ton of money on similar programs, but in my humble opinion, what you offer is much better. Feel free to drop my name." Robert Dupuis, Allstate Agency Owner, TX

""My partner, my staff and I regularly attend Lew Nason's live training events and we have been using his 'Found Money Management' System for almost two years. I can tell you, without hesitation, that if you are sincerely interested in helping people, getting reconnected with your clients and growing your business, then Lew's systems and training are absolutely essential!"   
I. Jeff Eshun, Ph.D., HD, RFC - IARFC Canadian Chair - Jeff is the President & Co-founder of Solutions 21 Financial & DSC Lifestyle Services, Ontario, Canada. (7/2007)

 “Wisdom is knowing what to do next, skill is knowing how to do it, and virtue is doing it.”  David Star Jordan

Discover... How To Close '9 Out Of 10' Sales Calls!

Well, that's it for this weeks 'Moneymaking... Marketing and Sales Tips' Newsletter.  I hope you found the information interesting and helpful in your efforts to grow your sales and income.

Lew and Jeremy Nason
'The 9 Out Of 10 Guys'
Marketing and Sales Coaches

P.S. Do you have a friend or associate who is struggling in this business and needs help?  Why not tell them about our Web site and forward this newsletter to them. They'll thank you!

© 2009, Insurance Pro Shop^® - All rights reserved
Lew Nason, with his sons Jeremy Nason and Will Nason are the founders of the Insurance Pro Shop ^®

and the creators of the Found Money Management™ Advanced Life Insurance Sales System the most endorsed and successful Life Insurance prospecting and sales system available for today’s insurance professional!  Lew has been helping agents and advisors to achieve long-term success in financial services industry for almost three decades.  His unique perspective, on how to truly help clients, has enabled scores of agents and advisors reach the top levels of their profession.  Visit his web site at http://www.insuranceproshop.com/ or call 877-297-4608.

Helping Insurance Agents and Financial Advisors create endless
streams of new, repeat and referral business…

www.insuranceproshop.com
Toll Free # 877-297-4608