Every financial advisor wants to find those higher net worth clients, but so many don’t know how to begin prospecting for them. They may not understand why their current efforts don’t get them in front of the prospects they want.
Yes, higher net worth clients can be much more challenging when prospecting. Yes it’s also true they typically do not respond to most prospect efforts. So what is the key?
Direct Mail Doesn't Work
Many advisors who prospect via the airwaves and appear on radio shows have the most success generating leads from higher net worth prospects. But why? Well, higher net worth prospects will not respond to direct mail. They will not respond to workshop invites. They are looking for an advisor who positions themselves as the uppermost expert in the field or arena. Finding those higher net worth clients will pay big dividends in the end for the advisors and can lead to receiving more higher net worth referrals. The old adage applies, you have to spend money to make money.
Radio Can Be Expensive
Advisors who prospect using the radio portray themselves as the experts. They build instant credibility with the client listening. That instant creditability is just what that higher net worth client is seeking. Using radio as a way to prospect for higher net worth clients is not cheap - but it is extremely effective.
Not every advisor may have the marketing budget set aside to be able to do radio. There is an alternative strategy that can get an advisor in front of the higher net worth clients. The One-on-One appointment program targets individuals with an income in excess of $250,000 and uses a direct mail offer that generates one-on-one office appointments. You can find out more about the One-on-One Appointment Program by clicking here.
Most advisors want more visibility in their local market, but they just don’t know exactly how to earn media opportunities with television producers and program directors. Effective earned media involves being interviewed by a trained journalist for the sole purpose of educating the public on a timely topic to be broadcast on television news. Most advisors understand the value of earned media, but don’t have a resource to help them accomplish that objective and show them the strategies to side-step all the potential media minefields.
The benefits of television appearances include:
- Reaching huge news audiences through earned media placements
- Establishing yourself as a credible financial resource in your community
- Sharing valuable information while subtly conveying the benefits of working with knowledgeable resource (you)
If you're interested in making a television appearance in your area, the Medial MogulSM program can get you connected with television opportunities in your area.
Finding prospects is the easy part. What do you do once your prospects commits to meeting with you? A consistent process can help you take your business from good to great. Learn the proven strategies from our Consistent Advisor program.