Cover image for Getting clients, keeping clients : the essential guide for tomorrow's financial adviser
Title:
Getting clients, keeping clients : the essential guide for tomorrow's financial adviser
Author:
Richards, Dan, 1950-
Personal Author:
Publication Information:
New York : John Wiley & Sons, [2000]

©2000
Physical Description:
x, 383 pages : illustrations ; 24 cm.
General Note:
"A Marketplace book."

Includes index.
Language:
English
Subject Term:
ISBN:
9780471363293
Format :
Book

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HG179.5 .R53 2000 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

"It is easy in the tumult of our everyday lives to ignore the client's words and needs as we struggle to promote our own interests. Easy, but dangerous. . . . Operating our business in the client's interest is the pivotal element in a successful marketing strategy. Marketing, in turn, is a mandatory investment in your business. It pays dividends immediately and in the long term. It will carry you to liftoff."-Dan Richards

Achieving success as a financial adviser is no longer just a matter of aggressive salesmanship backed, hopefully, by a good track record. Today's clients are highly knowledgeable about their investment options, and they aren't shy about letting you know it. They expect you to be extremely attentive to their unique financial concerns, and they are much more likely to switch advisers if they sense they are not getting the sincere commitment they feel they deserve. That's why, in today's competitive marketplace, building a successful financial services practice is all about forging long-term relationships with clients built on attentiveness, empathy, and trust. And, as expert Dan Richards explains in this groundbreaking guide to finding and keeping clients, the key to cultivating such relationships is marketing-the art and science of defining what clients really need, and then letting them know that you can satisfy those needs, now and in the future.

Drawing on his extensive experience as a consultant to many of North America's most successful financial service providers, Richards arms you with proven tools and techniques for building a steady and devoted client base.

From using print, broadcast, and other media to market your services, to making the initial contact, from automating the prospecting process, to performing target marketing, he outlines an array of surefire client-getting techniques.

With the help of scenarios and sample dialogues, he helps you to develop and sharpen the skills needed to build lasting relationships with clients once you've gotten them. For instance, you'll learn how to become a better listener and interpreter of client concerns, as well as simple methods for systematically gathering and effectively responding to client feedback.

Dan Richards also provides a complete program for seamlessly integrating the tools and techniques described into a successful client-centered practice tailored to your unique style and professional goals.

Getting Clients, Keeping Clients is a complete guide to surviving and thriving in today's increasingly competitive financial services market.

A complete program for building a steady and devoted client base

Getting Clients, Keeping Clients

In this groundbreaking guide, expert Dan Richards explains why marketing is the key to thriving in today's more competitive financial markets. He provides you with the powerful client-centered marketing know-how, tools, and techniques to connect with today's more savvy, demanding, and value-conscious clients.

Praise for Getting Clients, Keeping Clients

". . . teaches advisers how to be profitable and ethical at the same time."-Investment Executive

". . . a book most independent financial advisers will want to read."-The Financial Post

". . . many ideas in the book that will help keep existing clients while generating new business."-Research


Author Notes

DAN RICHARDS is the founder and President of Marketing Solutions, Canada's leading research and business development consultancy for individual advisers and investment firms. He has contributed numerous articles to the Wall Street Journal and Financial Planning magazine, and he has written a monthly column for Investment Executive since 1992.


Table of Contents

The Changing Environment
Understanding the Evolving Consumer
Strategies That Attract Clients Today
Getting Clients
Making the Initial Contact
Operating from the Client2s 99
Building Trust
Practicing the Banker2s Rule
Borrowing Trust
Using the Media
The Two-Minute Rule
The Elements of a Pre-Meeting Package
Gaining Trust Through Profile
Earning Trust Through Patience
Organizing Prospect Development Activity
Patience and Mega-Prospects
Client Referrals: What to Avoid
Maximizing Client Referrals
Doing Business with People You Know
Creating the Motivation to Meet
Closing the Sale
Prospecting Through Trade Shows
Running Effective Seminars
Developing Professional Referrals
How to Differentiate Yourself
The Move to Target Marketing
Selecting a Target Market
Beginning Target Marketing
Building a Target Market
Keeping Clients
Providing Value to Your Clients
Listening
Achieving Client Ecstasy
Achieving Minimum Standards
Positioning Yourself as an Adviser
Feedback
Practicing the SOS Principle
Breaking Through the Clutter
Making Clients Feel Special
Blow-Away Service Experiences
Doing Well by Doing Good
Implementing
Leveraging Your Time
Planning for Success
Running an Efficient Practice
Index