10 Things Top-Performing Advisors Do That Others Don t

Transcription

1 10 Things Top-Performing Advisors Do That Others Don t

2 Is this you? I have spent the past (fill in your own #) years building what I thought was a successful practice. Now my client base is: Not valuing my advice Aging Converting assets into retirement income Giving money to children with whom I have no relationship Dying Regularly asking me about costs Leaving me for another advisor

3 Is this you? I spend more time on administration and client service than giving advice and developing business I feel like the business is running me rather than the other way around My work/life balance is way out of whack it isn t much fun anymore I have no idea how I will realize the value of this business that I have spent years building

4 Your Practice Growth Curve Maturity Start-up

5 Irony of Success What got you here won t get you there Start Here! Not Here!

6 10 Things Top-Performing Advisors Do That Others Don t 1. Have a clear visionfor their practice 2. Create a written strategy to realize their vision 3. Understand the metrics of their business 4. Know their target market 5. Make their value proposition compelling

7 10 Things Top-Performing Advisors Do That Others Don t 6. Effectively manage their pipeline 7. Follow Standardized processes deliver customized solutions 8. Integrate marketing, sales & service via Client Segmentation 9. Make every client relationship profitable 10. Create clients for life

8 #1 Have a Vision of Success

9 What will your business look like when it is as successful as you want it to be? Everyone defines success in their own way: Revenue AUM; Annualized Premium, In-force # Clients; Type of Clients Work/Life Balance Community Involvement; Philanthropy How do you define success?

10 Sample Vision Statement The ABC Team will be the best financial advisors in town.

11 Vision Statement Your Vision Statement should answer such questions as: How big do I want my practice to become? What role/responsibilities will I have? What will my value proposition be? What type of clients will I have? What will my team be like? What level of service will I provide? What will our environment look/feel like? What brand image will I have in my community?

12 Sample Vision Statement In 5 years, The ABC Team will be the go to firm for HNW individuals and their other professional advisors in our community. Our reputation as experts in wealth management will allow us to be selective about the clients we accept, adding only a few per year to enable us to focus our unique knowledge and systems to exceed all expectations for advice and service. Our partnership of 2-3 specialists will be an ensemble of talents, who combine to fully manage the financial affairs of no more than 200 clients - generating revenue of $2 million, with 70% recurring annually through fee-based compensation. Our support team of 2-4 motivated professionals will share our passion for excellence. In return, they will have great latitude in how they handle their roles. They will also enjoy flexible working conditions and share in our profitability. My personal role will be as rainmaker in the community and client relationship manager for our Top 50 clients. My work/life balance will permit me to spend extended time with my family and charitable causes.

13 #2 Create a strategy to realize your vision

14 Strategic Planning Process Think Where do you want to go? See Where are you now? Draw How will you get there? Act What has to be done NOW?

15 #3 Understand Your Metrics

16 Financial Levers The levers on which you can push or pull to manage the momentum of your business are: > # of clients > Average account size > Share of wallet > Client retention > Marketing > Staff & other resources To know which levers to move, you have to understand the metrics of your business. 19

17 Know Your Marketing Metrics Example: Introductions from Existing Clients My success rate in obtaining introductions from existing clients is 50% My success rate in converting those introductions into clients is 80% On average, each new client generates $5000 in revenue If I wish to generate $100,000 from introductions, I must: Obtain 20 new clients (@$5000) Through 25 introductions (@80% conversion) By asking 50 clients for introductions (@50% success rate) Action: Ask my top 50 clients for introductions by making it part of the agenda for our annual review meeting

18 #4 Know Your Target Market

19 Offer what your target market needs Trusted Advisor Comprehensive Plan Modular Plan Sole Source Products/Services (All the time) Multiple Products/Services (As required) 1 3 Products/Services (Now) Single Need 1 Product/Service (Now)

20 Make your Marketing Appealing Definition: Marketing is determining what your target audience wants.and then convincing them that you can deliver it. All marketing does not appeal to all markets Ensure your marketing & promotional activities are appropriate for your market

21 # 5 Declare Your Value Proposition

22 Your Value Proposition Your Value Proposition answers: What you do For whom How you do it Why it is of value Example: ABC Financial specializes in intelligent investment strategies (what) for small-business owners (who). Through careful analysis of relative risks, we help our clients determine appropriate levels of investment intoand outsidetheir business (how) to build & protect the legacy they are working so hard to build (why).

23 #5 Make Value Proposition Compelling You and Your Family Family Issues Income Protection Investments Retirement Estate Planning Philanthropy Financial Security Survivor Income Risk Profile Retirement Planning Estate Distribution Charitable Giving Assisting Parents Disability Income Asset Allocation Retirement Income Wills & Trusts Foundations Assisting Children CI & LTC Managed Accounts Transition Power of Attorney Community Programs

24 #6 Effectively Manage Your Pipeline

25 Pipeline Funnel vs. Pipeline vs.

26 Pipeline Management Why? Your pipeline management system should be designed to: 1. Deepen and strengthen the relationship Increase trust, confidence and rapport 2. Increasingly demonstrate your value Greater understanding of what you do & why it is important to act 3. Convert prospective clients into advocates Create such an impression, clients want others to have same experience 4. Track and measure your efficiency & effectiveness Develop metrics so you can control momentum of your business

27 Pipeline Management How many? How many bona fide prospective clients in your pipeline? Most advisors have Top advisors have: > 10 50? > ? > ? > ? > ? > ? > 500+?

28 Who Goes In? X Suspects Qualified Prospects WIP s Existing Clients The only people who should go into your pipeline are those: Who meet or come close to your Preferred Client profile With whom you expect to do business in a reasonable period of time

29 Pipeline Management Who goes in? 1. Existing clients i. Their needs change ii. Their ability to invest/purchase changes iii. You have additional products & services to offer iv. You have new information affecting their current choices 2. Works-in-Progress (WIP s) i. Previous introductions, referrals ii. Conversations started but not concluded 3. Qualified Prospects i. Meet your Preferred Client Profile ii. Attracted by your marketing activities

30 Pipeline Management How long? How long do people generally stay in your pipeline? Most advisors say days Top advisors say: > 30 days -90 days? > 3-6 months? > 6 12 months? > 1 2 years? > 2 3 years? > 3 5 years? > 5 years+?

31 Pipeline How do you keep it full? External Marketing Engagement Process Internal Marketing Qualified Prospects WIP Existing Clients Helping companies unlock their true potential

32 #7 - Standardized Processes Customized Solutions

33 #7 Follow Disciplined Process Welcome Introduce Engage Present Analyze Discover Implement

34 A disciplined process Welcome Introduce Engage Discover Analyze Present Implement

35 A disciplined process Welcome Enter into CRM Invite to meet via telephone or seminar Send brochure Newsletter list Introduce Personal visit Telephone/seminar Agree to Engagement discussion Send material Engage Have values discussion Understand big picture Assess fit Engagement Agreement Schedule Discovery Assign tasks

36 A disciplined process Discover Analyze Present Implement Planning questionnaire Risk profile Document list Reality check Schedule presentation Portfolio review Insurance review Planning review Additional info Solutions Client Binder PPT Deliver PPT Review Client Binder Provide material Agreement to proceed Complete Documentation Service Level Agreement Set review schedule Plan follow-up

37 #8 Segment Your Clients

38 Client Segmentation Marketing Marketing Spend marketing dollars on people who already trust you and are most likely to be receptive to new ideas Sales Sales Offer new products and services to best clients first Service Service Focus resources on highest value clients

39 #9 Make Every Client Relationship Profitable

40 Segment Marketing Activities Sales Objective Primary Client Segmentation in Action! Contact Service Standard Platinum 1. Quarterly Review 2. Birthday Lunch 3. Top 20 Dinner 4. Portfolio Mgr. Meeting 5. Client Appreciation (2) 6. Select sporting event 7. Holiday Cards & Gifts 8. Newsletter 3-5 products/services: 1. Fee-based planning 2. Managed accounts 3. Brokerage 4. Life Insurance 5. LTC & DI insurance Advisor Priority access to advisor 24-hour turnaround 4 meetings/yr. 2 face-to-face reviews 2 telephone updates Monthly reports Gold 1. Semi-Annual Review 2. Birthday Call 3. Portfolio Mgr. Meeting 4. Client Appreciation (1) 5. Holiday Cards 6. Newsletter 2-3 products/services: 1. Managed accounts 2. Brokerage 3. Life Insurance 4. LTC & DI insurance Executive Assistant Priority access to Exec. Asst. 48-hour turnaround 2 meetings/yr. 1 face-to-face review 1 telephone update Monthly reports Silver 1. Review on Request 2. Birthday Card 3. Holiday Cards 4. Newsletter 1-2 products/services 1. Managed accounts 2. Life Insurance 3. LTC & DI insurance Senior Staff 72-hour turnaround Annual telephone review Quarterly statements Bronze 1. Newsletter 1 product/service 1. Brokerage 2. Life Insurance Junior Staff Best efforts turnaround Quarterly statements if activity; otherwise annually

41 #10 Create clients for life If you own the plan you own the client!

42 Client Lifetime Value The lifetime value of a client is: All the revenue generated from products & services you provide to them All the revenue generated from new clients as a result of introductions from your current clients All the revenue generated from new clients as a result of introductions from your new clients Etc., Etc., Etc.

43 Realizing Client Lifetime Value Need #1 Client A Need #2 Need #1 Intro #1 Need #2 Need #1 Intro #1 Need #2 Need #1 Intro #1 Need #2 Need #1 If each need fulfilled generates $1000/year of revenue, the value of this client over 10 years is $110,000! Intro #1 Need #2 Intro #1 Need #1 Need #2

44 Realizing Client Lifetime Value Need #1 Need #2 Need #1 Intro #1 Need #2 Need #1 Client A Intro #1A Need #2 Need #1 Need #1 Intro #1B Need #2 Need #1 Intro #2 Need #2 Intro #2A Need #1 Need #2 Intro #1C Need #1 Need #2 Intro #1D Need #1 Need #2 Intro #2B Need #2 Need #1 Intro #2C Need #2 If each need fulfilled generates $1000/year of revenue, the value of this client over 10 years is $200,000! Intro #2D Need #1 Need #2

45 What are YOU going to do next? Top Performers 1. Have a clear visionfor their practice 2. Create a written strategy to realize their vision 3. Understand the metrics of their business 4. Know their target market 5. Make their value proposition compelling 6. Effectively manage their pipeline 7. Standard processes custom solutions 8. Segment their clients 9. Make every client relationship profitable 10. Create clients for life YOU?

46 Trust. Value. Excellence. For information or consultation on how to power your practice to the next level, contact: George Hartman, Co-Founder & Managing Director ELITE Advisors Canada Inc