STEP 4 - CONVERT
-- Conduct an in-person consultation with the prospective client
-- Make sure you provide a good client experience
-- Convert the prospect to a client
Unlike many advisors, Kristin does not charge a planning fee or a percentage of assets under management. Instead, she has a membership model. She typically conducts three-four meetings before the prospect is invited to join the membership program.
Her client conversion meetings include:
-- Intake session (gather data and get acquainted)
-- Plan delivery (review the plan and get feedback)
-- Follow up meeting #1 and/or #2 (convert to paid membership program)
STEP #5 – CULTIVATE
Kristin sends out emails every quarter that remind the client to check in. She also sends communications that are calendar-based. She’s a fan of content as marketing, as educational pieces reinforce your expertise. She says sending something every week is ideal. You can even reference articles you wrote 1-2 years ago. The point is to keep the client engaged while you are doing other things.
“Make sure your communications go out as promised,” Kristin emphasized. “These are critical touch points. They can be automated but make sure they are personalized. What is it you want them to do?” she said. Make sure you are specific and clear.”
STEP #6 – CHERISH
-- Send additional communications that enrich the conversation.
-- Make sure to thank them and show appreciation for their business.
-- Invite them to webinars, workshops, social events, online education, etc.
Kristin calls this “loyalty marketing” and says this brings them through to being a lifelong client.
“Even if get they get the invitation and don’t come, it is a huge value. Invitations alone have as much value as the actual event,” Kristin said.
USING VIDEO TO CONNECT, ENGAGE AND INSPIRE
Like me, Kristin is also a big fan of using short video clips that connect, engage and inspire. Videos are a great way to interface with existing or future clients to tell your story. A video can be created for almost any reason – to educate, to inform, to promote, to enlighten, to entertain – and on a fairly low budget.
You can see good examples of videos that connect, engage and inspire at:
www.financialadvicenetwork.com/christian-koch
www.kamsouth.com/video/fiduciary-video
www.stone-financial.com/resource-center/videos
Professional resources for producing videos include:
www.ImpactProductionsGroup.com
When you visit www.ImpactProductionsGroup.com, be sure to watch the Digital Noise video and study the Info Graphic on the home page, which does a pretty good job of quantifying the level of digital noise that existed as of December 2011 (it's probably louder now). This helps to explain why it is so difficult to get people to return phone calls and make decisions these days. They are simply overwhelmed.
Video communication solutions enable you to get your messages through the noise and into the hearts and minds of the people who need to receive them. Also be sure to look under the TalkFusion tab for low-cost turnkey solutions that can help you produce high-impact video emails, video newsletters, branded video posts and something called a Fusion Wall in fairly quick fashion.
Financial advisors who embrace videos, podcasts, recorded multimedia presentations and live online meetings can connect and build rapport with clients in a fraction of the time and more cost effectively than ever before.
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