Getting clients, keeping clients : the essential guide for tomorrow's financial advisor
著者
書誌事項
Getting clients, keeping clients : the essential guide for tomorrow's financial advisor
（The Wiley financial advisor series）
John Wiley & Sons, 2000
- : cloth
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注記
Includes index.
"A Marketplace book."
内容説明・目次
内容説明
"It is easy in the tumult of our everyday lives to ignore the client's words and needs as we struggle to promote our own interests. Easy, but dangerous...Operating our business in the client's interest is the pivotal element in a successful marketing strategy. Marketing, in turn, is a mandatory investment in your business. It pays dividends immediately and in the long term. It will carry you to liftoff." Dan RichardsAchieving success as a financial adviser is no longer just a matter of aggressive salesmanship backed, hopefully, by a good track record. Today's clients are highly knowledgeable about their investment options, and they aren't shy about letting you know it. They expect you to be extremely attentive to their unique financial concerns, and they are much more likely to switch advisers if they sense they are not getting the sincere commitment they feel they deserve. That's why, in today's competitive marketplace, building a successful financial services practice is all about forging long-term relationships with clients built on attentiveness, empathy, and trust.
And, as expert Dan Richards explains in this groundbreaking guide to finding and keeping clients, the key to cultivating such relationships is marketing the art and science of defining what clients really need, and then letting them know that you can satisfy those needs, now and in the future.Drawing on his extensive experience as a consultant to many of North America's most successful financial service providers, Richards arms you with proven tools and techniques for building a steady and devoted client base.From using print, broadcast, and other media to market your services, to making the initial contact, from automating the prospecting process, to performing target marketing, he outlines an array of surefire client-getting techniques.With the help of scenarios and sample dialogues, he helps you to develop and sharpen the skills needed to build lasting relationships with clients once you've gotten them. For instance, you'll learn how to become a better listener and interpreter of client concerns, as well as simple methods for systematically gathering and effectively responding to client feedback.Dan Richards also provides a complete program for seamlessly integrating the tools and techniques described into a successful client-centered practice tailored to your unique style and professional goals.
Getting Clients, Keeping Clients is a complete guide to surviving and thriving in today's increasingly competitive financial services market. A complete program for building a steady and devoted client baseGetting Clients, Keeping ClientsIn this groundbreaking guide, expert Dan Richards explains why marketing is the key to thriving in today's more competitive financial markets. He provides you with the powerful client-centered marketing know-how, tools, and techniques to connect with today's more savvy, demanding, and value-conscious clients. Praise for Getting Clients, Keeping Clients"...teaches advisers how to be profitable and ethical at the same time." Investment Executive"...a book most independent financial advisers will want to read." The Financial Post"...many ideas in the book that will help keep existing clients while generating new business." Research
目次
THE CHANGING ENVIRONMENT. Understanding the Evolving Consumer. Strategies That Attract Clients Today. GETTING CLIENTS. Making the Initial Contact. Operating from the Client's 99. Building Trust. Practicing the Banker's Rule. Borrowing Trust. Using the Media. The Two-Minute Rule. The Elements of a Pre-Meeting Package. Gaining Trust Through Profile. Earning Trust Through Patience. Organizing Prospect Development Activity. Patience and Mega-Prospects. Client Referrals: What to Avoid. Maximizing Client Referrals. Doing Business with People You Know. Creating the Motivation to Meet. Closing the Sale. Prospecting Through Trade Shows. Running Effective Seminars. Developing Professional Referrals. How to Differentiate Yourself. The Move to Target Marketing. Selecting a Target Market. Beginning Target Marketing. Building a Target Market. KEEPING CLIENTS. Providing Value to Your Clients. Listening. Achieving Client Ecstasy. Achieving Minimum Standards. Positioning Yourself as an Adviser. Feedback. Practicing the SOS Principle. Breaking Through the Clutter. Making Clients Feel Special. Blow-Away Service Experiences. Doing Well by Doing Good. IMPLEMENTING. Leveraging Your Time. Planning for Success. Running an Efficient Practice. Index.
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