47 questions you must ask clients & prospects to reveal new opportunities and deliver your best service

Transcription

1 2011 Last-Chance Financial Planning Checklist 47 questions you must ask clients & prospects to reveal new opportunities and deliver your best service Wendi Webb Director, Advisor/Client Solutions October 2011

2 Campaigns for All Your Marketing Goals

3 Features 24 reprints to date Targeted to clients & COIs Free PDFs Brand with picture & logo FINRA-reviewed Expert written Client Reprints Topics Retirement income Taxes Financial crisis Caregiving College planning Boomers How to use Post on web site PDFs Combine in a drip series Mail hard copies

4 November Observances Federal and Commonly Observed Holidays Nov 6. Daylight Savings Time (ends) Nov 8. Election Day (US) Nov 11. Veterans Day Nov 24. Thanksgiving (markets closed) Niche Observances Nov 1 All Saints Day Nov Nurse Practitioner's Week Nov 10. Marine Corps Birthday Nov Kristallnacht Nov 25. Nat l Native American Heritage Day Nov 26. Islamic New Year American Indian Heritage Month Aviation History Month Military Family Appreciation Month Cause Observances Nov 1. Family Literacy Day Nov 2. Plan Your Epitaph Day Nov 9. Young Readers Day Nov 17. Great American Smokeout Nov 1-7. Animal Shelter Appreciation Week Nov American Education Week Diabetes Month Epilepsy Awareness Month Adoption Month Home Care & Hospice Month Alzheimer s Disease Month Lung Cancer Awareness Month AIDS Awareness Month Pancreatic Cancer Awareness Month Fun Observances Nov 1. National Authors Day Nov 3. National Men Make Dinner Day Nov 4. Use Your Common Sense Day Nov 4-6. Punkin Chunkin Days Nov 13. World Kindness Day Nov 23. Fibonacci Day Nov 28. Cyber Monday Nov 30. Computer Security Day Banana Pudding Lovers Month National Peanut Butter Lovers Month National Roasting Month

5 Federal and Commonly Observed Holidays Dec 20. Hanukkah Dec 24. Christmas Eve Dec 25. Christmas Day Dec 26. Kwanzaa Dec 26. Boxing Day Dec 31. New Year s Eve Tax and Financial Deadlines Dec 7. Last day to change Medicare Dec 31. Last day to: Establish a Keogh plan for 2011 Establish and fund a solo 401(k) Contribute to 401(k) plans Correct excess contributions to IRAs and qualified plans to avoid penalty Harvest capital losses Take RMDs Dec 31. Last day to pay expenses for itemized deductions December Observances Cause Observances Safe Toys and Gifts Month World AIDs Month Universal Human Rights Month Dec 1. Rosa Parks Day Dec 1. Special Kids Day Dec 7. Pearl Harbor Day Dec Operation Santa Paws Dec 21. Homeless Persons' Awareness Day Fun Observances National Write a Business Plan Month National Tie Month Dec 1-7. Cookie Cutter Week Dec 3. Earmuff Day Dec 4. National Cookie Day Dec 9. National Salesperson Day Dec 21. Crossword Puzzle Day Dec 21. Humbug Day Dec 22. National Re-Gifting Day Dec 23. Festivus

6 Client Intelligence

7 Client Intelligence Source: Americans for Secure Retirement, Oct. 2011

8 Client Intelligence Source: Americans for Secure Retirement, Oct. 2011

9 Client Intelligence Source: Millionaire Corner, Oct. 2011

10 Prospecting Campaign

11 My biggest challenge is... Campaign Mission having a reason to talk with prospects repeatedly that has meaning for them and is not perceived as just another sales call. Mark S.

12 Campaign Parameters Objectives: Bring in business at year end Increase service awareness with clients & prospects Set new business appointments Show clients you care about the big picture Contact clients & prospects with a non sales message Time frame: October thru early December

13 Marketing Channels 1. series: Send s & PDF checklist 2. Mail: Send printed checklist(s) and cover letter 3. Phone: Confirm receipt of checklist, ask questions, set appointments 4. Online: Promote checklist on website and in social media 5. Face-to-face: Ask for referrals, talk it up!

14 Last Chance Checklist (Front)

15 Last Chance Checklist (Back)

16 Last Chance Checklist (Triggers)

17 Checklist: FINRA Review Letter

18 Campaign Schedule

19 #1 (Introductory) Great clients & prospects (BCC) Get Your 2011 Last-Chance Financial Checklist Dear [Name]: Next week I am sending out to all friends, family, and clients the 2011 Last-Chance Financial Planning Checklist. It's a quick way to determine if you need to take any actions before December 31 st. It's a simple checklist that covers only those areas that need attention at year end taxes, retirement savings, investments, insurance, and medical. It might take you five minutes, tops. Once you see the checklist, if you have any questions, please feel free to contact me. I'm clearing my schedule next week to answer any questions that may arise. If you know someone who could use this checklist, let me know. I will make it available to anyone who could use the help. Just reply to this message with their name and contact information, and I'll see they get the checklist. Look for yours soon. If you don't see it, let me know. I'll be sure you get it. Thanks!

20 Cover Letter & Checklist Wealth Management Group 9 Liberty Rock Rd., Suite 19 Peroria, IL Joe Client 1123 Independence St. Peoria, IL 61801

21 #2 (Cover Letter) Great clients & prospects (BCC) Here is your 2011 Last-Chance Financial Checklist Dear [Name]: Here is your 2011 year-end checklist. As you'll see, it's quick and should take about 5 minutes to complete. This checklist covers events, milestones, taxes, investments, medical accounts, insurance, and retirement plans areas that often need attention at the end of every year. I strongly encourage you to complete this checklist as soon as possible. If you see areas that need attention, we should address them right away. If you have a friend or family member who could benefit from this year-end checklist, please let me know and I'll be happy to send them one as well with no obligation. I have cleared my schedule, so if you have any questions, feel free to drop me a note or call. Best wishes,

22 #3 (Follow-Up) Great clients & prospects (BCC) Completing your 2011 Last-Chance Financial Checklist Dear [Name]: I just wanted to follow up with you and make sure 1) you received your 2011 year-end checklist and 2) to see if you had any questions or concerns. If so, I'd be happy to give you a call to go over the checklist with you if you haven't completed it yet. Let me know how you're doing! Best wishes, [Advisor Name] [Contact Information] [Disclosures]

23 Phone Scripts Client/prospect pre-campaign call Client/prospect pre-campaign voic s Client post campaign call (client only) Client/prospect post-campaign calls (called previously) Client/prospect post-campaign calls (first call) Post-campaign voic s Hi we re coming out with our 2011 last chance financial planning checklist. I d like to tell you a bit about the checklist. And then see if you d like us to mail or one to you. Do you have a minute?

24 Website Promotion Channels Promote checklist on the front page & link Create a sub-site for the checklist and related content LinkedIn Mention different aspects of checklist with links in the activities section Twitter Tweet several times during the promotion period with links Facebook Blog Mention in your news feed with links Write several posts on preparing for year end

25 Referral Tips COIs. Visit COIs and offer them your checklist Client meetings. Ask if you could send friends and family the checklist Exes. Call ex-clients, referrals who never signed, and prospects who have fallen off the radar Word-of-mouth. Talk it up in your day-to-day activities Pass-along. Offer clients 2 checklists; 1 to pass along Walking billboard. Wear a button. Start conversations

26 2010 Successes "During client conversations the following was discussed: beneficiary designations, managed account re-balancing, up-dating financial plans, reevaluating life insurance coverage, and several referrals to a CPA." Anon "Clients ed or phoned me saying what a great idea it was that I sent this out. I had one client call me direct to see how he could lower his tax bill as he had an unusually large income for 2010 due to a high commission sale of a business." M.M. "1) It demonstrated that I care about my clients. 2) It generated client response. 3) New business was written." D.C.

27 2010 Successes "It revamped conversations with 2 prospects. One called and said 'I've been meaning to do something & this reminded me to call you.'" Anon "A few clients called right away and asked if we needed to do anything. It was great to get a call from our clients rather than us always calling them." T.B. "Got me to schedule several year end meetings that I could have easily put off until next year." Anon "I had at least a 30% response rate." D.C.

28 Fail "While we followed one of the tactics and mailed it out to all of our clients, not one client returned it. But it did prompt several phone calls." K.S Fails Advice Do not expect clients to fill it out and return it. Follow all the steps, particularly the follow-up phone calls. "I got a late start and did not get to call Get it out as soon as you can. everyone." W.O. "Did not mail due to compliance concerns." C.D. "Please, please allow more visible opportunity for the advisor to brand the advisor's business i.e. logo, photo, etc." M.M. If you can't mail or , use it in meetings and as a checklist and/or take the "last-chance" idea & fashion your own campaign Now you can add your picture and logo to both the printed and PDF versions of the Checklist.

29 Supplemental Client Reprints "What the New Tax Law (Might) Mean for You" [Attach to #1] "Key Financial Data for 2011" [Attach to #2] "Get Ready for 7 Serious Life Transitions Ahead" [Attach to #3] Insert sentence into s & cover letter explaining attachment: "I'm also sending you an article (or key financial data) that might help you with your year-end planning. See the article attached to this ."

30 Marketing Materials: Strategy Brief Campaign Toolkit Campaign Checklist & Schedule 2011 Last-Chance Financial Planning Checklist 3 s including cover letter 6 phone scripts Phone tips FINRA review letters

31 Advisor Client Schedule

32 Have a Question? checklist@horsesmouth.com