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Bei dem labilen Haussemarkt kündigen immer mehr Finanzdienstleister allgemeine Personalfreisetzungen an, denn der Markt für Finanzdienstleistungen ist hart umkämpft. Die Kunden sind heute eher bereit ihre Finanzberater zu wechseln oder aber ihre Geschäfte selbst zu tätigen. Deshalb müssen Finanzplaner ihre Marketing- und Vertriebsfähigkeiten verbessern, um sich eine solide Kundenbasis zu schaffen. "Getting Clients, Keeping Clients" behandelt schwerpunktmäßig die spezifischen Marketing- und Vertriebsaspekte der Finanzplanungsbranche. Dieses Buch ist ein absolutes Muß für Anlageberater, Finanzplaner und Wertpapiermakler.
List of contents
THE CHANGING ENVIRONMENT.Understanding the Evolving Consumer.Strategies That Attract Clients Today.GETTING CLIENTS.Making the Initial Contact.Operating from the Client's 99.Building Trust.Practicing the Banker's Rule.Borrowing Trust.Using the Media.The Two-Minute Rule.The Elements of a Pre-Meeting Package.Gaining Trust Through Profile.Earning Trust Through Patience.Organizing Prospect Development Activity.Patience and Mega-Prospects.Client Referrals: What to Avoid.Maximizing Client Referrals.Doing Business with People You Know.Creating the Motivation to Meet.Closing the Sale.Prospecting Through Trade Shows.Running Effective Seminars.Developing Professional Referrals.How to Differentiate Yourself.The Move to Target Marketing.Selecting a Target Market.Beginning Target Marketing.Building aTarget Market.KEEPING CLIENTS.Providing Value to Your Clients.Listening.Achieving Client Ecstasy.Achieving Minimum Standards.Positioning Yourself as an Adviser.Feedback.Practicing the SOS Principle.Breaking Through the Clutter.Making Clients Feel Special.Blow-Away Service Experiences.Doing Well by Doing Good.IMPLEMENTING.Leveraging Your Time.Planning for Success.Running an Efficient Practice.Index.
About the author
Dan Richards is the founder and President of Marketing Solutions, Canada's leading research and business development consultancy for individual advisers and investment firms. He has contributed numerous articles to the Wall Street Journal and Financial Planning magazine, and he has written a monthly column for Investment Executive since 1992.
