In my last two columns, I mentioned a remarkable producer, Tom Brueckner. He believes 55 percent of the reason people buy is because of how your office space appears. A third is due to your nonverbal cues, and only 8 percent of the reason people buy is based on what you say.
Brueckner also prospects in an innovative way as well. His practice is 40 percent referrals and 50 percent public seminars. He holds two client events per year, one in New Hampshire and the other in Phoenix.
Three hundred of his clients attended the New Hampshire event while another 200 of his clients attend in Phoenix. At these programs, he speaks on stock market behavior as well as a market overview. He encourages clients to bring guests, and 60 to 80 come. From these guests, 80 percent will go to his next public seminars. Many of these guests are well-heeled. How does Brueckner get such a high percentage to attend?
Making it complicated
Surprisingly, at each of the client events, every table gets a personal touch from Brueckner. As he mingles among the tables, he chats with each client and the guest. Each client, of course, brags about him and what a great advisor he has been to them. This becomes a wonderful endorsement. When the guest gets an invitation to the next public seminar, they are already presold on Brueckner's value. This is how he gets an 80 percent rate from the referrals.
Brueckner is very unique in one other area. While many advisers conduct general seminars and say only enough to convert the attendee to an appointment, he instead holds two-hour seminars, completely going against conventional wisdom.
