How to Master the Art of Selling Financial Services. Tom Hopkins

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СКАЧАТЬ rising value found in the stock market or vice versa. Not only will you be improving your own business, you’ll be providing genuine service to people in real need.

       “Mike and Martha, that investment plan we drew up for you last year met your needs at that time. With how quickly things change in our lives, we recommend an annual review to assure that your strategy is on target to meet your continuing needs.

       Also, many new products are released each year to help investors like you improve their planning. I have a few suggestions to make concerning your particular situation. Why don’t I pop by for a visit to discuss some of the great opportunities that just might fit your needs today especially well?”

      Stay on top of things within your industry. It’s an unalterable law of nature that things change. When you see changes in the economy, in financial services or housing regulations, in the local business environment, in lending laws, in trends in the financial services industry or in anything affecting you and your clients, act on that knowledge. Make contact to see if there are any ways you can be of service regarding the coming change. You’ll not only be providing service, you’ll also be cementing your image as a pro-active (with the emphasis on the prefix “pro”) expert in the field.

      Orphaned Clients. See if any clients have fallen between the cracks. If you work for, manage or own an organization of any real size you will develop a substantial list of clients. As people come and go in your organization, it’s likely that some of those clients will be dropped or forgotten. These people, who are familiar with and who should be happy with your product and service, should be excellent potential clients for additional products and services. Check with your employers, your co-workers and company records to see if you can begin working these hidden gold mines.

      The Media. Study the media. Regardless of your market (local, regional, statewide or national) there are newspapers, radio and television programs, magazines, newsletters, web pages and other media providing information that can propel your new business efforts to ever greater heights

      News reporting, by definition, focuses on the negative. As they often say, “We don’t report on planes that land safely.” That’s a good and legitimate point, but the news can have a serious negative impact on the way people think. They can become convinced that all the news is bad and that now just isn’t the time to invest in financial services. Of course, negative thinking leads directly to negative results. They could easily find themselves in need of the very services or products they were too afraid to purchase.

      Address those fears carefully and with thought, but head on. No matter how bad the news may be, there is always some good news somewhere that can be used to provide balance. Also, negative news could itself be used as a reason to get involved. After all, if the economy is shaky, what better time to look for wise financial counsel?

      Read, watch or listen to the news to discover the “movers and shakers” in your industry and community. Notice who is being promoted or who or what company is moving into town. Make an effort to add them to your list of contacts. This isn’t as challenging as many folks think. Most people are surprisingly accessible. Pick up the phone and make the call. Introduce yourself. Set up informal or even formal meetings to get to know them one-on-one. Offer your services. And if someone is new to the community, offer yourself as a reference guide to that community. The important thing is to commit to meeting new people—all the time. Learn their needs, and put yourself in a position of showing how your product or service perfectly meets those needs.

      Suppliers. Your suppliers can provide more than supplies. They are likely to live in the area and know a lot of people. They are aware of information you probably will never acquire. For example, he or she might have heard that Mr. Monroe down at Acme Deluxe Manufacturing has just gotten a promotion and a substantial bonus. He and Mrs. Monroe might just be in the market for a solid investment in which to put that new money to work.

      The Three-Foot Rule. Consider anyone who comes within three feet of you as a potential client or referral base. I’m serious. It’s part of the here, there and everywhere philosophy. If appropriate, strike up a friendly conversation and within it roll out your 30-second commercial. You’ll be surprised at how many people need or know someone in need of your services.

      The Internet. Reach clients by reaching out through the Internet. You can quickly and easily acquire an amazing volume of infor­mation on virtually any subject by logging online and tapping a few key words into your computer. You can thoroughly research entire industries, specific companies and organizations, and even individual officers of a corporation all from the comfort of your office.

      Reach out through the Internet by creating your own web page so prospective clients can quickly and easily research and contact you. When you set up your web page be sure to reference it every­where you can— on your business card, letterhead, advertising, signage, public relations efforts and so on. Make it easy for people to find you.

      Signs. One of the best places to advertise to a captive audience, and I really mean captive, is on your automobile. Think about it. When you’re stuck in freeway or highway traffic what do you have to look at except other cars? Well, the people in those cars you’re looking at just happen to be looking back. Why not give them a little reading material to break up the monotony? Those metallic advertising signs that slap against your car door are economical and easy to acquire.

      I’ve found sources for all types of products and services while sitting in my car. Imagine if someone needing your product or service looks out his or her window to see your name, your company name, address, e-mail address, and phone number and the fact that you just happen to have the solution to the financial question they were just pondering. That little sign stuck to the side of your vehicle could easily be the cause of a new client becoming “stuck on you.”

      Emerging technology. Some years ago companies prospected by mailing printed brochures. New and affordable technology a r rived and many of those companies began sending out “brochures” on video tape. Then CD and DVD “brochures” became the rage. The Internet has revolutionized the way many companies and individuals conduct business. Many are prospecting through web pages and e-mail campaigns. These are all valuable and proven tools for prospecting. Use them when appropriate for your marketing needs. And realize that some other new technology is currently in development. When it arrives, use it if it’s right for you.

       Create A Network

      A network is a group of individuals who help each other achieve their individual goals. I help you get where you want to go in business and you in turn help me get where I want to go. That help can come (and probably will come) in many forms.

      For example, you may be new to setting up your own business and need the advice of a professional lawyer, accountant, real estate broker or any number of suppliers. One or more people in your network can probably make a few solid recommendations. You don’t have to reciprocate in kind either. Later on that person may require help writing a speech for his or her business-contact group. If that’s one of your areas of expertise, jump in and offer to help draft the speech. The point is to help each other in whatever area each person needs that help as long as you both know why you’re doing it.

      It’s important to think of your network not so much as a mutual aid society, but more as a group of on-going relationships. It’s not a matter of “I owe her because she helped me.” It’s “how can I help you…what do you need…what can I do for you.” As with anything else, the more you put into the effort the more you will get out of it.

      If you don’t have a network, create one. It’s fun and you get to meet a lot of great people in the process. And don’t limit yourself by in-the-box thinking. Just because financial services is a white collar industry, don’t think СКАЧАТЬ