"Secrets of Effective Marketing" By Lisa Gray There's a secret about marketing that few investment professionals know: marketing is not advertising and it is not sales. Marketing is a process. Advertising is designed to get your target audience's attention. Good advertising then steers that attention to the marketing process by prompting your target audience to find out more about your business. Plain and simple; no more and no less. It is at that point that marketing picks up the ball and runs with it.   Marketing, unlike advertising, is actually a process that builds upon itself over time. It's a relationship and business builder whose most basic function is to implement the business plan. Marketing is quite a different phenomenon than either advertising or sales. In fact, if marketing is done properly and with the right focus, sales should happen as a natural result, virtually eliminating the need for 'sales.'   The Marketing Pyramid   A well-designed marketing plan separates the functions of advertising, marketing, and sales. By thinking of these three functions as the top, middle, and bottom portions of a pyramid, one can easily see a logical progression and the separate purpose each portion serves. Advertising is the top tip of the pyramid that provides the initial 'touch' the potential client receives. Advertising should be prudently snappy, eye-catching, and clever. It should also include a 'catch phrase' that will stimulate the reader to seek out more information. This should result in an email, phone call, or other response from the reader.   It is at this point of contact where marketing enters the picture. The process of marketing begins to develop a relationship with the reader (a.k.a. potential client), thus leaving the function of advertising behind. Advertising has, at this point, done its job and is left in the dust. Marketing begins the process of discovering the reader's needs and creating a path to fulfill them.   Once a potential client clearly sees the path to having his or her needs fulfilled, the 'sale' occurs. Marketing then elevates its function by supporting the relationship and ferreting out other needs that lead to continual sales throughout the relationship.   Lisa Gray is president/CEO of graymatter STRATEGIES LLC, a financial journalism and marketing consulting firm based in Memphis, TN. She has 17 years' experience in wealth management and is the author of "The New Family Office: Innovative Strategies for Consulting to the Affluent," http://www.euromoneybooks.com/default.asp?page=4&productID=3178  She consults with advisors on the effectiveness of their relationships with their clients.   **** Since our inception we have helped over 400 financial consultants make the move to independence. "I cannot express to you the joy and the increase in quality of life that I have found since leaving the wirehouse world." Shane Merritt, Branch Manager Merritt Capital Management Here Are A Few of the Benefits of "Going Independent": ·         Payouts on all your business, including fee based accounts of 90% plus. ·         The opportunity for you, not someone at the home office, to control your bottom line and the profitability of your practice. ·         The opportunity to build related businesses such as insurance, qualified plans, or trust companies, and keep those revenues. ·         The opportunity to eliminate your clients' perceptions of conflicts of interest with research departments and corporate finance groups - TRUE OBJECTIVITY. ·         The opportunity to charge and keep substantial fee income for planning, analysis and other services to your clients. ·         The availability of technology that is as good or better than anything you have now. The list goes on... **  We need your help  ** Our client is looking for a producing Sales Manager based in Omaha, NE.  The primary responsibility of this position is to provide investment advice to clients and grow a book of business.  Additional duties include managing sales staff, setting individual and office goals, and motivating employees to high performance.  Local candidates only.  No relo provided. Position Requirements: ·        Bachelors degree in Finance or a business related field or equivalent professional experience.  Masters degree preferred ·        3-5 years previous sales management experience ·        5+ years previous securities industry experience/training ·        Series 7, 24, and 63 industry licenses required; Series 65 license required within 6 months of hire ·        State Insurance license preferred ·        Ability to make rule based and analytic decisions ·        Ability to manage, mentor, lead and motivate a sales team ·        Ability to organize, prioritize, and handle multiple tasks ·        Ability to pay close attention to detail ·        Ability to prospect and close new clients ·        Ability to be at work on a regular and predictable basis ·        Ability to set and meet office sales goals ·        Ability to work under pressure and meet deadlines ·        Knowledge of financial planning concepts ·        Knowledge of investment products, including equities, mutual funds and insurance ·        Knowledge of securities industry rules and regulations ·        Knowledge of various financial research methodologies ·        Skill in excellent verbal and written communications ·        Skill in utilizing various software packages such as Microsoft Office, Outlook, and Excel   Position Duties/Tasks: This position is responsible for, but not limited to the following: Develop and grow a book of business providing investment advice to clients based on the client's investment objectives and suitability Prospect and market for new clients developing leads and contacting prospective clients.  Prepare and present financial plans to clients in accordance with their financial goals and objectives. Work directly with the Vice President of Branch Office Development to develop sales strategies, goals and objectives to increase production volumes of the Financial Representatives associated with the Wealth Management Group.  Implement sales strategies and set individual and branch office sales goals.  Mentor and coach staff to achieve goals Manage the sales staff and initiate personnel actions including hiring, training, coaching, corrective action, employment terminations, etc. recognizing and rewarding accomplishments and ensuring strong staff development. Assume responsibility for all trade activity on own book of business including stocks, bonds, mutual funds, options, and annuities ensuring execution of trades during market hours and compliance with all record keeping requirements. Provide on-going service to clients including making regular client contact through personal phone calls, visits, and written communications.  Lead weekly sales staff meetings focusing on motivating employees and enhancing sales skills. Meet all regulatory obligations, including, but not limited to, maintenance of logs & blotters, record keeping, client communication and client suitability reviews and updates. Create and distribute sales activity reports to staff and senior management on a weekly basis.  Perform other related duties as assigned. If you know someone who might be interested in the above opportunity or who might be ready to go Independent, please have them contact Jason Burke directly at 727-725-8876.

Here's some additional information from Turning Point, Inc...

www.BrokerBestPractices.com
www.BankBrokerBestPractices.com
www.IndependentRepBestPractices.com (*Sept 2005 REPORT AVAILABLE!)
www.FABestPractices.com (Financial Advisors)
www.InsuranceAgentBestPractices.com

By clicking on any of these links, you will be taken to a webpage where you can Preview these reports, take a short survey, and then print the entire report when you're done. It's that easy.

TURNING POINT PARTNERS:
Are you getting the most out of your business?  Are you operating at peak efficiency?  How about your marketing, your compliance,  or your HR?  We have some friends who can help you out.  Just visit our Partners section in our website for links to a variety of services that are helpful to building your business!

Quote of the day:

Ralph Waldo Emerson (1803 - 1882)