A practical conversation about marketing for professional financial advisors. Not intended for consumers.
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Written by Kathran Martin
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The easiest sales we ever closed were the clients who had problems that we could solve.  Check out these headlines from the last few weeks:
"U.S. stocks are off to the worst start to the year on record, according to key market measures" "2007 may be a record year for capital gains distributions from mutual funds"
"The Fed is signaling that it will be lowering interest rates" |
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If you're like most of us, you probably generated a lot of qualified prospects in 2007 that didn't become clients. Maybe they were folks who sent RSVP's for a seminar but didn't attend or didn't book an appointment afterwards. Whatever the source, and whatever the reason the qualified prospect slipped away, the bottom line is the same: if you didn’t make the conversion from prospect to client, it was a missed opportunity to cultivate new relationships and grow your business.
There was an interesting study reported last week about how a group of employees would relate to a potential new boss. They were given a resume for one person that was pretty generic. Then they were given another resume for the same person but it was written including words like 'caring' and 'nurturing'. In communication circles this is called 'coloring'.