Strategies for Winning All the Business You Want.
Category
Business
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03.13.12The Number One Marketing MistakeThe number one mistake in marketing is… NOT messaging yourself and your business properly. You can set your marketing budget as high as you would like, but if your messaging fails to properly present you and your firm, it’s wasted money. Many people just assume that they need to be doing more if they want to win more business. Sometimes, it is just a matter of rewording and better defining the core of who you are and what you do as a company that makes all of the difference. Are you presenting yourself and your firm with words that attract and ...
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03.07.12Loyalty Is DeadIt’s official. Loyalty is dead. When Peyton Manning, who IS the Indianapolis Colts franchise, is no longer a Colt, we have proof that loyalty doesn’t always win out. We want to believe that our favorite players will stay because of the strong bond that has been built. At our core, it is in our nature to want loyalty to win out! Both as a fan and in business, we want to believe that relationships matter. We hope that if we treat other well and build strong bonds that somehow this matters. It really makes you think ...
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02.29.12Transform Stale Messaging with 5 Key QuestionsIs your messaging bland and forgetful? Your messaging is a critical part of your brand. It is essential that you take the time truly define and message your benefits. When you create, define and refine the exact messaging for your firm, the first goal is to make it crystal clear what you do and the second is to peak the readers interest leaving them feeling that they might be making a mistake if they don’t at least find out more. Many businesses spend weeks and months focusing on precise messaging to get the benefit ...
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02.22.12Expose Your Uniqueness to Your Target MarketNot finding a way to actively share with others what you do negates your best chance of ever being able to serve them. Here’s one way firms are sharing their best attributes with the world: Online Exposure – Social media is not going away! Most consumers, before going to an appointment with a business or another professional, will conduct a Google search. What they find will determine the decision they make to move forward or move elsewhere. Those with a strong online presence today TRULY stand apart. For financial advisors, compliance has made it difficult ...
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02.14.12Creating a Surprising ExperienceThe litmus test of whether or not you are creating an experience that people find exceedingly valuable can be quantified by the number of referrals you receive. Acquiring referrals has little to do with how often you ask, but rather reliant on how you make them feel. Even more so, making an introduction happens most frequently when the client is actually surprised by how they feel about you. The ‘surprising experience’ as defined by a multi-million dollar producing advisor - “I focus on listening more than 50% of every meeting. If I can keep this in check and not talk too ...
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02.08.12Sell Your Uniqueness to Win More BusinessStanding out from the crowd is not an easy task. For instance, in the financial services industry there are countless advisors, and those calling themselves financial advisors, trying to differentiate themselves. Most have similar offerings and compliance departments that keep descriptions of products and services fairly black and white. However, amidst that, there are simple questions a firm can ask to uncover why people work with you and how you can communicate that in a compelling way to win more business. Identify the Most Unique Aspect of Your Firm. Identifying what is unique ...
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02.01.12What is Your Simple, Repeatable Statement of Value?The biggest mistake made in marketing — and a reason that success can be so elusive— is to not clearly explain who you are and what you offer. At a business function, when someone asks what you do, how do you answer? Many advisors simply say, “I’m a financial advisor.” Oftentimes, however, when that question is asked, because of misconceived perceptions about the industry, your black and white answer actually causes people to want to talk with you less! And we know this! For the past 12 months I have asked groups of financial advisors how they answer this question and ...
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01.24.12He’s Just Not That Into You! 3 Ways to Connect Quicker with ProspectsIf you ever try to attract someone and feel you’re falling short of making your case, here are a few solutions. If you try to sell someone something, a typical reaction you may receive is that person becomes immediately not that into you. As the nation’s #1 sales expert Jeffrey Gitomer says, “People Don’t Like to Be Sold, But They Love To BUY!™” In businesses where the seller and the buyer’s relationship matters, instead of focusing on the product, it is smarter to focus more on the relationship and making a connection. Here are 3 ways I’ve observed from some of ...
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01.18.12The Agony of DefeatSitting outside in the typically cold temperatures of Green Bay last Sunday watching the Packers run through their pre-game warm up, I wondered what I would do if the Packers actually lost to the New York Giants. Would it be heartbreaking? Would it be maddening? How important was this game to me? It’s just a game, right?! I guess it’s just a game unless you’re emotionally committed. Then it becomes more than a simple win or loss. It’s similar to putting your heart and soul into the acquisition of a new client or preparing for a big presentation that you want/need ...
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01.11.12Getting People to Watch Your VideosVideo is an incredibly powerful marketing tool… but in order for it to work you have to get people to watch. You may have video that you have shared on YouTube, on your website, in a blog or on social media sites. Here are 8 quick tips for engaging people so they will want to watch your video and connect further with you. 1. Create good, interesting content. This is easier said than done. What would people in your target market actually want to learn or find out about you? Ask clients and centers of influence for their feedback on what content ...
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