Top five financial adviser marketing strategies to get affluent clients to love youArticle added by Annette Bau on May 13, 2011
Annette Bau

Annette Bau

Tempe, AZ

Joined: October 01, 2007

Each and every adviser wants to get noticed by affluent clients. To help make this happen, you should know the specific presentation and media strategies that will make you visible to affluent prospects.

Make one-on-one time quality time

One technique is storytelling, which you can use to connect with affluent prospects and clients on a deeper level-even if you’re not affluent yourself.

My colleague Mark Satterfield of Gentle Rain Marketing is an expert in this area. He shares an easy financial adviser marketing strategy to attract affluent clients through mastering the art of sharing stories and experiences. This is a non-threatening way of engaging affluent prospects in conversation at social events and can increase your business, when done correctly, which he teaches in the Affluent Summit.

He shares the actual strategy his adviser used to attract him as a client and then to get his wife on board.

How to sell without selling

A talent you need to learn if you want to work with affluent clients is a technique that is not pushy or aggressive. For nearly two decades, Sid Walker of Selling Without Wrestling has been teaching advisers and consultants that have worked with the affluent. His low key method is critical if you wish to reach more affluent clients.

Drive sales with relationship marketing

In our webcast, Richard Weylman (affluent expert and founder of the Weylman Center for Excellence) shares that on average advisers spend only three hours per week prospecting. However, top advisers devote 18 hours a week (six times as much) to this endeavor. He also shares that advisers attempting to target the affluent require a unique value proposition and need to support it with relationship marketing techniques. Simply by spending additional time learning about your clients and prospects, showing them that you truly care, and delivering solutions that tackle their specific needs, you can eliminate most of the potential competition.

Get comfortable on stage

While it’s great to relate to affluent prospects and clients one-on-one, in itself this is not enough to become a top producer. You will need to know how to provide persuasive presentations to larger groups.

Dr. Topher Morrison, the bestselling author of “Stop Chasing Perfection and Settle for Excellence,” shared with me that small things make the difference when presenting. Some of his best advice for the art of speaking to affluent audiences includes bringing emotion into the presentation and making your presentation seamless.

Develop your media persona

To really branch out and get all of the affluent clients you desire, you need to be able to effectively leverage TV, radio and social media.

Wayne Kelly, the owner of On Air Publicity and co-host of the Wayne and Jayne show on KBS in British Columbia shares insight you need to know to create lasting relationships with media sources, as well as what never to do. He has coached advisers and consultants for years on how to use media to attract affluent clients.
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