We are well into a new year and it’s
never been a better time to be in industry to help consumers with many
different products. The past couple of years I have met hundreds of people and
listened to their stories of life-changing financial setbacks. Whether loss of
a job, a loved one, a relationship or a home; it’s been a “thrilling” time to
be alive. But I and many others are ready for a little less financial
excitement and a bit more boredom from predictable streams of prospects.
The glitzy techno-world of Facebook,
LinkedIn, Twitter and super-cool websites are snazzy all right. But in a way
we’ve sort of lost our primary focus of telling our story to individuals.
Instead, we employ social media broadcasts to the masses. Obviously an
eye-popping web presence and thousands of Facebook friends are great (and
entertaining) but without a catalyst to convert those contacts into prospects
and ultimately a few new accounts; you’re totally wasting your time and worse,
your money.
What has worked great for me has
been “Going Back to the Future,” or the “old-school” style way of doing
business. Rather than just sending an email or Facebook wall post on birthdays
(or other special occasions), I actually pick up my phone (or cell phone when’s
in route to and from destinations), and make it a point to call my contact and
speak my greetings, condolences or congrats. And they are so much
more responsive to my vocal effort versus electronic that I’ve had a momentous
surge in new appointments and referrals.
How did I do it? It wasn’t easy
picking up a phone and dialing for dollars again but I made it a game and
challenged myself daily to make five calls after five. Yep, about the time when
I am really ready to pack it up and head home myself, I would figure out a way
to call five people, (voice mails left do not count), and speak to them.
Especially if you want to connect with baby boomers, the best time to call is
after 5 p.m. at their office or business, when they are finally able to catch a
breath and welcome a pressure-free greeting or even an invitation to a cocktail
or lunch, or maybe a workshop you’re hosting. It is so much easier to call
someone when you have a reason and an “action-oriented” request, such as
attending a social event (aka workshops).
And branch out a little with your
workshops. I’ve had amazing success with Saturday morning events at museums,
where they have free kid sitters and are family friendly. Both grandparents and
parents will attend an event someplace where their children enjoy going too,
especially on a winter Saturday morning when there’s no outdoor sports or
activities. If you live in a really small community, rent a mini bus and schlep
your guest to a cool educational venue or event. Think outside the box or your
own comfort zone.
According to the Wall Street
Journal, women today now control 80 percent of our nation’s wealth. And I
might add, with easy access to the other 20 percent. For your female clients or
spouses of clients, invite the moms and their daughters to a Saturday morning
manicure/pedicure event and weave in your mini-pitch about your value and
services en route to the spa. Break the ice and serve a refreshing beverage
while they’re getting pampered.
Don’t forget the men. Plan a series
of events at a local driving range and welcome their children to attend. Even
if you can’t hit a golf ball, they’ll love the effort and alternative venue.
You can set up a long-drive contest or nearest-the-target competition; followed
up with a contest on the putting green with a free prize added. Obviously men
or women may want to attend either the spa treatment or a bonding event on a
driving range. Try these types of “fun” but educational events once per month
with the caveat of; “to be invited next time, they must bring a friend who
would benefit from my money sense.”
Practically every venue will have
some sort of meeting area where you will be able to make a short presentation
about your services and let your guest know you’ll be calling them to set up a
time to meet with them individually about their money concerns. Be sure to have
your “old-school” paper calendar and casually attempt to pencil in times on the
spot.
This doesn’t need to “break the
bank,” ask a local business to donate the prize (which is their service or meal
or doodad they sell) for your outing in exchange for promoting them at your
event. You may want to avoid posting your fun event on social media sites as
you want the event to be somewhat exclusive plus you can’t afford to buy
mani/pedi’s or range balls for the masses.
Keep thinking big but keeping your
budget little and let’s put the “fun” back in function. This year will be the
best ever for growing your practice.
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