I’ve long been a proponent that marketing is the single best determinant of financial services success.
Sales. Profit. Client Satisfaction. Referrals. Happiness. Confidence. All of these things start with marketing. Often the best marketers make the financial advisors. Why? Because their ability to apply more marketing at the right time in the right manner under controlled tracking makes them efficient in hyper-busy seasons and in slower times; smoothing out peaks and valleys. I have long stated that if Seth Godin, Scott McKain, Marc Benioff or any decorated marketing mind picked up financial advising earlier in their career they’d be dominant.
Furthermore, I have always believed that the best developer for new advisors, those mildly successful, grizzled veterans and Top of the Table MDRT qualifiers is marketing. When strategies are taught properly, implemented well and tracked – often the skills developed are unparalleled by other methods of development. This is why we focus so much on the marketing at Advisors Excel and have since the beginning. You want to acquire more clients? Do marketing. You want to be more profitable? Do marketing. You want to be the most confident, certain, empowering financial advisor you can be? Do marketing. And do it often.
However, some marketing techniques have recently been promoted as an “everything for everyone” solution in a box. With that comes adverse effects to everyone in the profession. Instead of marketing being looked at with the importance and personalization it deserves, it’s in fact working against you and in many cases, becoming a business drain. (I can’t count the number of times I’ve heard, “_____ just doesn’t work for in my area.” When in fact, I know it works because we consult someone 30-40 miles away who’s wildly successful doing exactly _____.) But if marketing is performed well, with time and personal attention given, it separates the successful from the unsuccessful and those who are just in the game from the legendary. Done poorly, it puts you on a side of the equation you can’t afford.
People have asked me why Advisors Excel would put on 2 ½ day events that focus so much on marketing. The answer is simple…because people don’t have time for 3 ½ day events. The Journey, World Series of Sales, Ultimate Advisor Practice and Game Changer trainings are designed for the exact purposes I described above: to make sure that attendees are performing marketing seamlessly from every angle and that the advisors responsible for success are getting the desired results from their work. Advisors like Mike Reese, Bill Smith, Chad Slagle and Chris Hobart, Joel Johnson and Rob Russell attend nearly every marketing event they can with Advisors Excel and experience record years as a result. We focus 2 ½ days on marketing because most people need every minute they can get.
For many of you the 2013 marketing calendar is already set and the year’s momentum is already leading towards final 2013 results. Whether you know it or not, 2014 prep work has begun. That means it’s time to set your focus on maximal marketing from today forward. It is a known fact that nobody can be a successful advisor without first being a good marketer. The results every year on our leaderboard speak for themselves. That means now is the time to hone your marketing skills, techniques and tracking and begin getting ready for 2014. You CANNOT achieve all your goals in this profession without first being a good marketer. Good enough to compete on our leaderboard and nationally. The ability to compete on that level comes from technical proficiency and a basic understanding of what is happening every time you put together a marketing strategy. If you want to go higher in assets gathered, profitability and overall certainty and confidence next year… try working on the biggest developer for your success; marketing.
We’re offering a couple events at our place and at different areas the rest of 2013. If you’re serious about getting good at marketing and thus at this business, check one of them out. Our staff is phenomenal and comes with more experience at developing successful advisors than any IMO in history. The bottom line is this: marketing develops overall sales, client satisfaction and success for everyone. To ignore technical faults or to never press for a proper understanding of how to market successfully is to leave untapped potential on the table. Whether it is your desire to become the nation’s #1 asset gatherer or just be a better advisor; the planning, execution and tracking of marketing are the premier tools to that end. Take the time to learn them.