The 90-Day Dash TM ML ACI

Transcription

1 The 90-Day Dash TM ML ACI American Century Investment Services, Inc American Century Investments Proprietary Holdings. Inc. All rights reserved.

2 Bank of America Corporation ( Bank of America ) is a financial holding company that, through its subsidiaries and affiliated companies, provides banking and investment products and other financial services. Merrill Lynch, Pierce, Fenner & Smith Incorporated is a wholly-owned subsidiary of Bank of America Corporation, and a registered broker-dealer and member of FINRA and SIPC. Investment products provided by Merrill Lynch, Pierce, Fenner & Smith, Incorporated: Are Not FDIC Insured Are Not Bank Guaranteed May Lose Value The views and opinions expressed in this presentation are not necessarily those of Bank of America Corporation; Merrill Lynch, Pierce, Fenner & Smith Incorporated; or any affiliates. Nothing discussed or suggested in these materials should be construed as permission to supersede or circumvent any Bank of America, Merrill Lynch, Pierce, Fenner & Smith Incorporated policies, procedures, rules, and guidelines. Merrill Lynch, Pierce, Fenner & Smith Incorporated is not a tax or legal advisors. Clients should consult a personal tax or legal advisor prior to making any tax or legal related investment decisions.

3 The 90-Day Dash TM Developed in partnership with ProDirect, LLC Tactical program for converting prospects into clients Assists in the growth of an advisor s business Time-tested with financial advisors Plan and Implement the 90-Day Dash Program Step 1: Establish client acquisition goals Step 2: Select and prioritize prospects Step 3: Craft your personal message Step 4: Develop a 7-touch strategy for coveted prospects Implement the 90-Day Dash program and evaluate progress 3

4 Why Utilize 90-Day Dash TM Acquiring new clients on a consistent basis is the foundation for all successful practices Financial advisors report their two biggest barriers in prospecting are: I m not sure I m calling the right person I m not confident in my story Market research shows that clients buy after six to seven contacts 4

5 Keys to a Successful Client Acquisition Program Key #1: Plan out your goals Aligned with your vision for your practice and geared toward action Committed to writing and grounded in time Key #2: Focus on coveted prospects only Determine what drivers make good clients and rate each prospect Prioritize your prospects to improve your probability for success and ROI Key #3: Articulate your value proposition Start with the WHY Relate to the prospect s probable needs Describe the benefits of working with you Key #4: Customize your approach for each prospect Grab their attention Earn consideration for their business Communicate that the prospect is important to you 5

6 Step 1: Establish Client Acquisition Goals Activity Management Committed to writing and grounded in time Examples: Open two new relationships per quarter Attract $5MM in net new assets in next 12 months Grow assets under management by 20% in next 12 months Concentrate your approach Take advantage of all opportunities Strategic and segmented activity Tips Aligned with your values easier to achieve Outcome oriented get to why they are important Make them SMART Specific Measurable Action-Oriented Realistic Time-Bound Identify obstacles Seek and engage resources 6

7 Step 1: Establish Client Acquisition Goals Worksheet Acquisition Goals Purpose Result / Outcome

8 Step 2: Select and Prioritize Prospects Selecting and prioritizing your prospects is an effective way to significantly increase the likelihood of success. If you choose the right prospects, you will also increase the probability that the prospect will become a client that aligns with your business model and is profitable. FACTS Financial advisors report their two biggest barriers in prospecting are: I m not confident in my story I m not sure I m targeting the right prospects TACTICS There are two elements to picking the right prospects: Determining the drivers that make a good transition client Estimating how prospects rate on each driver 8

9 Step 2: Select and Prioritize Prospects Drivers Prior Success How much success have I had with similar prospects? Is this a referral? Business Model Fit Will they see value in my approach? Will I value their business? Buying Style Is this a one-time transactional opportunity or a longer-term partnership? Competition How much competition do I have for the business? How do I rank against the competition? Asset Size What is the immediate asset opportunity? Is this greater than or less than my average account size? How close does this get me to my goal? Growth Potential What is the asset growth potential over the next three years? Servicing Will this prospect be a high- or low-maintenance client in terms of time and resources? Profitability How profitable will the relationship be? 9

10 Step 2: Select and Prioritize Prospects Worksheet Write your current prospects in the worksheet provided and score them from 1-5 (1-least attractive; 5-most attractive) for each driver Total the points Use the totals to rank your prospects from highest to lowest Focus your client acquisition efforts on the prospects with the highest ranking Prospect Name Prior Success Business Model Fit Buying Style Competition Asset Size Growth Potential Servicing Profitability TOTAL RANK 1. Prospect A 2. Prospect B 3. Prospect C

11 Step 3: Craft Your Personal Message Every financial advisor needs a value proposition to inform the marketplace why you are different from other financial advisors, and articulates the value of the mutual relationship. To be effective, your value proposition needs to accomplish three important goals: 1. Communicate WHY 2. Connect the Dots: relate to the prospect s probable needs 3. Describe the benefits of working with you 11

12 Step 3: Craft Your Personal Message The Golden Circle LIMBIC (part of the brain that controls behavior, gut decision, void of language) FUZZY (what is the purpose of transitioning? what is the cause for transitioning? what do you believe about transitioning?) CLEAR (products you sell or services you offer) CONVENTIONAL/ OUTSIDE-IN (how most communicate: weak, uninspiring, doesn t ignite passion or action) COMMUNICATION (things that set you apart from your competition) REMARKABLE/ INSIDE-OUT (how great leaders communicate: strong, inspiring, makes people care) NEOCORTEX (part of the brain controls rational thought not decisions) 12

13 Step 3: Craft Your Personal Message Worksheet Question Purpose Sample Transition Message Your Transition Message WHY Why are you in this business? Describe your purpose and your beliefs that inspire you to do what you do. There has been a tremendous amount of change in the economy and the markets, as well as in what clients are realizing they need from their financial advisor. In the past, it s been all about choosing investments and that is where most advisors still focus. HOW How do you deliver value to your clients? Describe how your investment and service model is differentiated from other options and why the client should care. I am now more than ever concerned about managing risk and making sure clients have a realistic plan to reach their financial goals. I help them review their entire situation and plan more strategically, as well as tactically, to maximize the opportunity for them to achieve their goals. WHAT What tools and resources do you use to invest, manage and review your clients portfolios relative to their goals and objectives? Describe the benefits that clients experience when working with you. In addition to putting an investment plan in place, we will meet regularly to review the progress toward your goals. This is also a good time to make adjustments to your plan should there be any changes in your priorities or needs. 13

14 Step 4: Develop a 7-Touch Strategy for Each Prospect Contact Touch Target Date Responsibility Intended Outcome Day: 1 Phone call 3/2 Jane Invite to seminar Day: 12 3/13 Jane from me Confirm attendance/pr ovide direction Day: 24 Seminar 3/25 Me Hear expert economic insights/forec asts Day: 36 Book 4/6 Jane w/ note from me Relationship building Day: 48 Lunch 4/18 Me Talk about investment opportunities/ ask for the business Results Accepted invite John ed he was coming John said he loved it John left a thank you voic John was interested in investment model. Plans to move assets Market research shows that clients buy after six to seven contacts. You need to touch your prospects frequently with meaningful contacts to: Grab their attention, Earn consideration for their business, and Communicate that the prospect is important to you. Day: 62 Golf 5/2 Me/Jane book the tee time Relationship John shot an 85 and liked the club Day: 76 Investment strategy meeting 5/16 Me and Jane Acquire John s business John transferred his accounts and his children s trust accounts Opportunistic Follow-up information 5/29 Jane Follow-up to John s question about conservative equity funds 14

15 The 90-Day Dash TM Plan: Keys to Successful Implementation For coveted prospects only. Prioritize! Develop a custom, strategic plan on a three-month cycle for each prospect. Resist bundling prospects together in a mass marketing plan these rarely work. Each touch must be different. Three phone calls do not equal three touches they equal one touch. You need six other types of touches to complete your plan. Be sure to space your touches strategically every 12 to 15 days. Schedule effectively. Block out the necessary time on your calendar in advance. Once you start, don t stop. Research confirms it takes 6-7 touches to reach a coveted prospect. Break through the clutter with meaningful touches. Be cognizant of the opportunity to close, as it may not take 7 touches. Resist taking on too much in each cycle. It is better to execute flawlessly on a few prospects than to execute poorly on many. Consider an accountability partner for implementing The 90-Day Dash. 15

16 American Century Investments Performance focus for 55 years Pure play business model Privately controlled and independent Profits with a purpose 2014 American Century Proprietary Holdings, Inc. All rights reserved. The contents of this American Century Investments presentation are protected by applicable copyright and trademark laws. No permission is granted to copy, redistribute, modify, post or frame any text, graphics, images, trademarks, designs or logos. 16