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"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 Richards

Achieving 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 base

Getting Clients, Keeping Clients

In 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

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CONTENTS

Introduction : Attaining Liftoff = 1

Section Ⅰ : The Changing Environment

 1 Understanding the Evolving Consumer = 13

 2 Strategies That Attract Clients Today = 23

Section Ⅱ : Getting Clients

 3 Making the Initial Contact = 53

 4 Operating from the Client's 99 = 59

 5 Building Trust = 63

 6 Practicing the Banker's Rule = 69

 7 Borrowing Trust = 73

 8 Using the Media = 77

 9 The Two-Minute Rule = 87

 10 The Elements of a Pre-Meeting Package = 91

 11 Gaining Trust Through Profile = 107

 12 Earning Trust Through Patience = 111

 13 Organizing Prospect Development Activity = 121

 14 Patience and Mega-Prospects = 125

 15 Client Referrals : What to Avoid = 131

 16 Maximizing Client Referrals = 139

 17 Doing Business with People You Know = 157

 18 Creating the Motivation to Meet = 163

 19 Closing the Sale = 167

 20 Prospecting Through Trade Shows = 179

 21 Running Effective Seminars = 189

 22 Developing Professional Referrals = 201

 23 How to Differentiate Yourself = 217

 24 The Move to Target Marketing = 223

 25 Selecting a Target Market = 231

 26 Beginning Target Marketing = 239

 27 Building a Target Market = 247

Section Ⅲ : Keeping Clients

 28 Providing Value to Your Clients = 261

 29 Listening = 267

 30 Achieving Client Ecstasy = 277

 31 Achieving Minimum Standards = 281

 32 Positioning Yourself as an Adviser = 287

 33 Feedback = 289

 34 Practicing the SOS Principle = 297

 35 Breaking Through the Clutter = 309

 36 Making Clients Feel Special = 317

 37 Blow-Away Service Experiences = 323

 38 Doing Well by Doing Good = 327

Section Ⅳ : Implementing

 39 Leveraging Your Time = 331

 40 Planning for Success = 335

 41 Running an Efficient Practice = 357

Index = 375