Back in the early eighties I figured there must be other, less daunting ways to prospect than cold-canvassing, and asking friends for referrals.
Two issues of Howard Shenson's The Professional Consultant proved me right.
Both gave the results of surveys on practice-building techniques.
One showed the percentages of high earners and low earners using each technique. While the other gave their estimates of how effective each technique was in attracting and retaining clients.
I learned from the first survey that high earners use more techniques than low earners. While the second survey told me that some widely used techniques were not very effective.
Howard hadn't combined these two sets of results, so I did. By figuring out which were both effective, AND used by more top earners, I'd know the few to concentrate on.
Here they are, in order of merit:
1. Working the Contact/Referral Market
2. Publishing a Newsletter
3. Conducting Seminars/Teaching Classes
4. Writing Articles for Newspapers, Magazines, Books
5. Speeches, Talks to Civic, Trade, and Select Audiences
Each will be addressed at length in future issues. But, just from this taste, some things are immediately evident.
Some techniques are easier than others. For example, you don't have to write your own newsletter---you can buy it. And some techniques take less time than others. Writing an article takes less time than giving a speech, because a speech must also be written.
But there are ways to tame the time problem, and ideas to enhance effectiveness. As you'll see in future TIPs.
Will the same 5 hold top places in our current survey?
Thanks to new communication methods we have more techniques than twenty years ago. And OUR survey focuses on Canadian financial service providers, while Shenson's top 5 came from U.S. professional consultants.
And here's a guest article on one of these top 5........
The Top 5 Techniques 1980 - To learn more about this author, visit Donald F. Pooley's Website.
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Donald F. Pooley
(Visit Donald's Website)
Don Pooley, the author of this article,
allows you to publish
it if you include these credit lines:
Copyright 2005, Donald F. Pooley, Inc.
Don Pooley CLU, CFP, CHFC, "The
Advisor's Advisor" has shared
his marketing know-how with audiences of
life insurance men
in all major Canadian cities, London,
Australia, Chicago, New
York, San Francisco, Hong Kong, and
Singapore, and now in his
free ezine. To get more ideas on marketing
your services, plus
free ebooks, subscribe now at www.eTIP.ca/
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