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Getting To MAX! keeps
marketing simple and smart. |
‘MAX’
is a
client-centered,
opportunity-driven,
step-by-step
marketing planning
process. It systematically asks questions, records answers, and yields a written
plan with precise marketing activities and implementation dates.
Designed
for IAs and Counselors—not marketers—MAX draws upon readily available
client knowledge, client needs, products, services,
and
marketing actions that work.
To use
it, you need three things:
- An established client base
- a willingness to
apply a systematic approach to asset and revenue gathering and client
relationship management
- a mind open to new
ideas.
Templates & Concepts
- MAX consists of four templates and two key
concepts.
- By filling out the templates and applying the
concepts, any investment professional can quickly create marketing plans for
near-, mid-, and long-term revenue goals.
Brainwork & Vision
- The completed templates reveal a simultaneous view of
an existing client base as market segments, prioritized opportunities,
and sales objectives that leads to a practical marketing plan.
- MAX permits Advisors and Counselors to view
the world as marketers see it. This new vision changes their definition of
work and opens the door to the next level of client service and production.
Compare a typical ’current-level’ vision to a ‘next-level’
vision.
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CURRENT-LEVEL VISION |
NEXT-LEVEL VISION |
Clients
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Consumers of investment
products and services
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Relationships as a primary
source of revenue and relationship-expanding opportunities
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Opportunities
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Originate with investment
product and service offerings
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Originate with unmet client needs and are expressed as sales objectives
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Work
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Conduct stock market and
day-to-day activities and pursue new business
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Search
for client needs/ problems and create solutions…
Then, deliver solutions that match the needs
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Marketing
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Loosely organized and/or
randomly scheduled events like newsletters, cold-calls, seminars, and
client appreciation run with minimal attention to detail
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Portfolio of highly organized, integrated, scheduled initiatives planned
in advance, aimed at qualified clients and executed flawlessly
throughout the year
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| MORE CLIENTS! MORE ASSETS! |
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Call Richard now.
Ask how Advisors and Counselors use MAX to add assets and gather new
clients.
(416) 410-0170 |
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