Morningstar Advisor - Spring 2007 - (Page 45)

POWER SURGE: BUILD YOUR BUSINESS TO THE NEXT LEVEL SEVEN THINGS YOU NEED TO KNOW—A SPECIAL REPORT To move your business to the next level you need systems, procedures and help. It’s called infrastructure. At Bill Good Marketing®, we do all these things so you won’t have to. With that in mind, how is your infrastructure? Does it include . . . 1) A computer program designed by a marketing master. Most "contact management" programs are designed by technicians who dream up fancy gizmos that they think financial advisors should want. The Bill Good Marketing System® is designed by Bill Good to run the marketing campaigns he designs. You will twist yourself into a pretzel trying to do a real Monthly Drip Campaign with ACT!®, Goldmine®, Outlook, or whatever free program your firm decides to give you. With the Bill Good Marketing System, not only do we help you with the messages you send, but we make sure every client does in fact get a message every month, and that no client accidentally receives more than one. Try that in ACT! 2) A staff support system designed to enable you, the advisor, to spend your time doing what you came into the industry to do in the first place: make investment recommendations to interested, qualified clients and prospects. Our studies show that a financial advisor not trained on our system is likely to spend at least half of his or her time servicing a client’s account. Can't someone else do that? Shouldn't they? We will show you how, over a period of a few months, you can train your clients not to even ask for you to handle service. 3) A Letters Library® with over 2,300 letters. Very early in the development of the Bill Good Marketing System we concluded that most financial advisors are not great letter writers. That’s why every month since we launched the System in December 1986, we’ve added new letters to the library Today we have over 2,300 . letters and at least 250 articles. Because we have our own Compliance Director—he’s an attorney who is also Series 7, 24, 26 and 63—it would be extremely unlikely for you to encounter compliance difficulties when you send one of our letters to your compliance department. 4) A Prospecting Strategy for the "Do Not Call" Era. With the implementation of the "Do Not Call" laws, the world changed in much of the financial services industry No longer . was it possible to ratchet up to the next level by simply spending a couple of hours a day cold calling. We saw this coming years ago, and beginning in 1991 and continuing for years after that, Bill wrote 13 articles advising his readers to "Master alternate channels of communication" to ensure that their business would survive. And when the “Do Not Call” laws were introduced, we were ready with our prospecting strategies. Very simply, we help you implement five relationship-marketing strategies. If the strategies do not produce your target number of new clients and new assets, we add one or more mass marketing components. These strategies were created as "leastcost-prospecting" strategies. 5) Over 60 automated procedures. When you receive a referral, you always want to send a thank you letter to the person who gave it to you. And certainly you want to send an introduction letter to the referral. And unless you decide to change the way you do it, you want to do it the same way every time and not have to think about it. So, how do you ensure that this happens the same way every time? We built the referral process into the program itself, along with 59 or so other processes and office management procedures. 6) A complete seminar management system. If you do seminars, you will need to keep track of who attended, who wants to come later, who's not interested, and what the attendees were interested in. Sure, you could spend two or three months to develop all the custom programming, confirmation letters, confirmation scripts, no show letters, thank you letters, etc., but why would you want to do that? Save a few bucks? Would you also build the engine for your dream car? We’ve already done it. This car is ready to drive. 7) A Pre-Retirement Drip Campaign. The most important market in the next decade is the preretirement marketplace. The way to capture assets as people retire is to get out in front of them by establishing yourself as a retirement planning expert. To help you do this, we have developed the “Pre-Retirement Drip Campaign.” Every client and every prospect 55 or older, and not yet retired, goes into this campaign. Six times a year they receive information from you to help them plan their retirement investments, retirement lifestyle, and legacy So when the time . comes for them to say good-bye to the world of work, you’ve already established yourself as the person to talk to. So—what does your infrastructure look like? Does it look like the Bill Good Marketing System? It should. If not, it can. BILL GOOD MARKETING® Double Production or Work Half as Much SPECIAL OFFER Call 800-678-1480. Ask for Jill Jackson. After a few questions, Jill will send you a proposal, a DVD, two white papers, “Convert to Fees without a Pay Cut,” and “Surefire Team Building.”

Table of Contents Feed for the Digital Edition of Morningstar Advisor - Spring 2007

Morningstar Advisor Spring 2007 Features Departments Letter from Joe Mansueto Get to Know Morningstar’s Fund Managers of the Year Is Your Client a Stock or a Bond? Less Alpha, More Beta Than Meets the Eye Your Mileage May Vary A Clear-Eyed Look at Hedge Funds Lower Risk, Higher Returns, What’s Not to Like? Without Cash and Clout, Advisors and Clients Get Short End of Stick Get the Strategy Minus the Headaches Analyzing Funds of Hedge Funds Not All Hedge Funds Are Created Equal A Fund with a (Long) View Laying Low and Prospering A Menu of Ideas to Fill Five Market Baskets Oil and Gas Gushing with Values Mutual Fund Analyst Picks Undervalued Stocks Most Popular Variable Annuities What’s New at Morningstar and on the Web You Can’t Always Get What You Want

Morningstar Advisor - Spring 2007

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