Marketing..The Ultimate Sales Building Tool

Kevin Toney - The Marketing Coach

HowToMarketFinancialServices.com

Effective Marketing!Effective Marketing! …the Ultimate Sales …the Ultimate Sales

Building ToolBuilding Tool



What is Effective Marketing?What is Effective Marketing?

Process ATTRACTING people, PROSPECTS who are most likely to want and need your services/products and can afford to pay

Building Mutually Beneficial RELATIONSHIPS



Change In MindsetChange In Mindset

Think of yourself as operating a small Think of yourself as operating a small business not as “just a sales person”business not as “just a sales person”

Must Must DIFFERENTIATEDIFFERENTIATE yourself from other sales yourself from other sales professionals in your industryprofessionals in your industry

Why should people do business with you?Why should people do business with you?



Change in Mind SetChange in Mind Set

Marketing should be your #1 Priority NOT SellingMarketing should be your #1 Priority NOT Selling

Effective Marketing = Easier sellingEffective Marketing = Easier selling- Reduce your cold callingReduce your cold calling- Less rejection and objection handlingLess rejection and objection handling- Less appointment cancelationsLess appointment cancelations- Reduce daily sales stressReduce daily sales stress- More people will return your callsMore people will return your calls - More sales!!!!More sales!!!!



Change in MindsetChange in Mindset

You are not in the business of selling financial You are not in the business of selling financial services; you are in the business ofservices; you are in the business of MARKETING MARKETING FINANCIAL SOLUTIONSFINANCIAL SOLUTIONS

FocusFocus on on Marketing SOLUTIONSMarketing SOLUTIONS to the core to the core PROBLEMSPROBLEMS of Your Client & Prospects of Your Client & Prospects

People will connect with you when you show you People will connect with you when you show you understand their core problems & issuesunderstand their core problems & issues



Sales & MarketingSales & Marketing

MarketingSales

Traditional Thinking




SalesMarketing


Marketing & SalesMarketing & SalesNEW THINKING



8 Things You Can Do To 8 Things You Can Do To Pump –up Your Pump –up Your

Marketing MusclesMarketing Muscles



1.1. Evaluate Your Current Marketing Evaluate Your Current Marketing Activities and MaterialsActivities and Materials

Do you have a written marketing plan?Do you have a written marketing plan?

Have you identified your target market/niche?Have you identified your target market/niche?

Do you have more than 3 ways to Do you have more than 3 ways to ATTRACTATTRACT leads? leads?

Does your marketing focus on the problems and solutionsDoes your marketing focus on the problems and solutionsof your target market or is it all about you and how great you are?of your target market or is it all about you and how great you are?



2.2. Work with a Target Market or NicheWork with a Target Market or Niche

Well developed Niche = More SalesWell developed Niche = More Sales

Be a big fish in a small pondBe a big fish in a small pond

You’ll get a better understanding of clients & prospects You’ll get a better understanding of clients & prospects core problems core problems

You’ll get a more steady flow of referralsYou’ll get a more steady flow of referrals



3. Position Yourself as an Expert, 3. Position Yourself as an Expert, Trusted, AdvisorTrusted, Advisor

You don’t want to be perceived as You don’t want to be perceived as “just another “just another salesperson”salesperson”

Provide informative, relative information to clients and Provide informative, relative information to clients and prospects (prospects (education based marketingeducation based marketing))

Prospects will seek you out if they Prospects will seek you out if they see you as an authority in your fieldsee you as an authority in your field



4.4. Implement a Multiple Implement a Multiple Lead Generation SystemLead Generation System

An organized way to ATTRACT a steady flow of An organized way to ATTRACT a steady flow of prospectsprospects

7-10 ways to 7-10 ways to ATTRACTATTRACT and find and find QUALITYQUALITY PROSPECTSPROSPECTS



1. Referral strategy2. Direct response advertising 3. Social media4. Seminars5. Networking6. Joint venture events7. Monthly e-mail newsletter. e-mail marketing8. Public speaking to organizations and associations9. Websites /Blogs10. Birthday/ wedding anniversary of the month club

Prospecting Activities



Not the most effective or productive way generate prospectsNot the most effective or productive way generate prospects

Why? Why? Public resistance & skepticism towards sales peoplePublic resistance & skepticism towards sales people Caller IDCaller ID Do not call listDo not call list Wide use of cell phones, Wide use of cell phones, Doesn't positions you as an expertDoesn't positions you as an expert Causes quick burnoutCauses quick burnout No fun!!!!No fun!!!!

* * Ari Galper – Unlock the GameAri Galper – Unlock the Game

A Word On Cold CallingA Word On Cold Calling



Practice Practice RECIPROCITYRECIPROCITY – core principle of successful – core principle of successful marketingmarketing

Offer something of VALUE for FREE that will give Offer something of VALUE for FREE that will give people an INCENTIVE to contact you or meet with people an INCENTIVE to contact you or meet with youyou

Give first before asking prospects and clients to give and Give first before asking prospects and clients to give and they will be more inclined to trust you and do business they will be more inclined to trust you and do business with youwith you

5. Lead Generation Magnet5. Lead Generation Magnet



Best lead generation magnet helps prospects solve a Best lead generation magnet helps prospects solve a problemproblem

FREE REPORT:FREE REPORT: 10 Money Problems That Could Lead 10 Money Problems That Could Lead Newlyweds To DivorceNewlyweds To Divorce

FREE REPORT:FREE REPORT: 7 Things You Must Know About Buying 7 Things You Must Know About Buying Insurance If You're Going to Be A First-time Mom or DadInsurance If You're Going to Be A First-time Mom or Dad

* * Check with complianceCheck with compliance

5. Lead Generation Magnet5. Lead Generation Magnet



6. Follow-up Consistently6. Follow-up Consistently

60 % of sales lost - lack of effective follow-up60 % of sales lost - lack of effective follow-up

Follow-up at least once a monthFollow-up at least once a month

Invest in a Invest in a CONTACT MANAGEMENT SOFTWARE CONTACT MANAGEMENT SOFTWARE ACT, Goldmine, MaximizerACT, Goldmine, Maximizer



Why Follow-up is so Important?Why Follow-up is so Important?

** 2% 2% of sales are made on the of sales are made on the 1st contact1st contact** 3% 3% on the on the 2nd contact2nd contact* 5%* 5% on the 3rd on the 3rd contactcontact* 10%* 10% on the on the 4th contact4th contact* 80%* 80% of all sales are made on the of all sales are made on the 7th plus7th plus contact contact



How Often Do Sales How Often Do Sales People Follow-up?People Follow-up?

Only Only 10%-15% 10%-15% of sales people make 4 or moreof sales people make 4 or morefollow-up contactsfollow-up contacts

BeBe CREATIVE CREATIVE with your follow-up effortswith your follow-up efforts



7. Collect Testimonials 7. Collect Testimonials From Your Best ClientsFrom Your Best Clients

Effective way to reduce buyer skepticism and build trustEffective way to reduce buyer skepticism and build trust

Ask your most satisfied clients for testimonialsAsk your most satisfied clients for testimonials (written, audio, video) (written, audio, video)

Get permission to use them in all your marketing Get permission to use them in all your marketing materialsmaterials



8. Develop a Written Marketing Plan8. Develop a Written Marketing Plan

Research shows when you follow a written marketing Research shows when you follow a written marketing plan you could increase your sales by 24%plan you could increase your sales by 24%

Make sure your plan has a Make sure your plan has a Marketing CalendarMarketing Calendar

Track the results of your marketing activitiesTrack the results of your marketing activities



RecapRecap

Emphasis on Emphasis on Marketing instead of sellingMarketing instead of selling

Select a Target Market/NicheSelect a Target Market/Niche

Position yourself as an Position yourself as an EXPERT w/ Education-based EXPERT w/ Education-based marketingmarketing

Use a Lead Generation Magnet to attract prospectsUse a Lead Generation Magnet to attract prospects

Use a Use a Multiple lead generation systemMultiple lead generation system



ConclusionConclusion

Commitment – Commitment – marketing does not work instantlymarketing does not work instantly

Consistent – Consistent – take regular marketing actiontake regular marketing action

Investment – Investment – invest time, money & effortinvest time, money & effort

Effective Marketing = Easier Selling

THANK YOU!THANK YOU!



FREEFREE Marketing Help!! Marketing Help!!

Ask me for Ask me for two freetwo free one-on-one marketing one-on-one marketing

coaching sessionscoaching sessions

Marketing..The Ultimate Sales Building Tool

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