In our "no pick up" world of smartphones, many advisors are feeling like they constantly hit a brick wall around prospecting. In prior columns, I've emphasized the need for increased face-to-face marketing.
I will do a series on "the best marketing ideas" for today's climate of texting, social media, smartphones, low contacts, etc. Old ideas (i.e. dial more and you'll get more appointments) are not working so well.
These new ideas will help you to really meet more people and be in a "favorable" situation to approach them about an appointment. This is the first one because it's one of my favorites. Many years ago it was shared by a highly experienced and successful advisor and in today's climate, I think it's a winner.
In addition to directly asking for introductions, another (more fun) idea is to create breakfast meetings that kill two birds with one stone. What every advisor wants to do is "clone" their best clients AND have a strong center of influence (COI) relationship with another professional whose practice complements your own. This idea can do that.
How it works
Ask 4 or 5 favorite clients within your target market to come to a breakfast meeting where you'll have an interesting speaker. That speaker is NOT you. He or she is a center of influence in your world with whom you want to reinforce your relationship.
