for High End Prospects
March 24, 2009
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Once you’ve developed a clearly defined and differentiated value proposition, there are many different routes to getting the word out to high end prospects.
You can establish your reputation as the “go to” resource within a defined client group, build referral relationships with accountants and lawyers or focus on developing a media profile in your community.
And then there’s the role of patience.
Recently, I talked to an advisor about the fine line between communicating that you’d like to Other Articles by Dan Richards
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The End of Prospecting work with prospects on the one hand, but that you don’t need to work with them on the other. In these conversations, you need to avoid anything that makes prospects fear that they may be rushed or pressured when talking to you.
This brought to mind a conversation some years back with a highly successful, Chairman’s Club-level financial advisor, who had decided to retire after a long career with one of the bank-owned brokers.
He’d mapped out his retirement plans carefully. Most importantly, a couple of years before, he brought his daughter, who had been an analyst with a well known institution, into the business; among her other qualifications, she held a CFA.
He involved her in all his client meetings and increasingly let her take the lead in managing key relationships. As a result, none of his clients were surprised when he broke the news that he was stepping back to a part-time role.Display article as PDF for printing.
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