Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
A Comprehensive Modular Program
Module 8 Identifying Target Clients and Building a Marketing Strategy
1
Foundational Concepts
Major Activities and Decisions
Advanced Strategies and Implementation
Module 1
The Transition Phase
of Retirement and
Your Business
Module 2
Framework for
Retirement Income
Planning
Module 3
Income Resources and
Budgeting Basics
Module 4
Tapping Into Social
Security
Module 5
Expanding the
Scope of Investments
Module 6
Additional Strategies for
Generating Retirement
Income
Module 7
Optimal Withdrawal
Strategies for Tax-
Advantaged Accounts
Module 8
Identifying Target Clients
and Building a Marketing
Strategy
Module 9
Tying It All Together
© 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s) belong to their respective owners. For professional use only. Not for distribution to the public.
The information contained herein, including any attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any manner without the express written consent
of Pershing LLC.
Module 8: Identifying Target Clients and Building a Marketing Strategy
Income Planning for Clients Nearing Retirement
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Examine your existing client base
Develop a communications or outreach
campaign for existing target clients
Develop a creative prospecting campaign
for new client lead generation
Going to Work
Module 8 Identifying Target Clients and Building a Marketing Strategy
Convergent Retirement Plan Solutions, LLC © 2012
3
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Module 8 Identifying Target Clients and Building a Marketing Strategy
Convergent Retirement Plan Solutions, LLC © 2012
Encourage
them to ask
questions
Be sure to
listen to
clients
Understand
their
emotional and
financial
needs
Trust is
important
Investors
often choose
financial
professionals
they like
Before You Begin:
Consider How You Will Make a Connection
Personality
Matters
4
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Focus
on the
Essentials
> Age profile
– 55-70
> Projected net worth
– High-net-worth clients with assets
held away
> Client disposition
– Focus on strong relationships
> Retention considerations
– The defensive element of consolidation
> Open, honest communications
– Further building trust
Examine Your Existing Client Base
Module 8 Identifying Target Clients and Building a Marketing Strategy
Convergent Retirement Plan Solutions, LLC © 2012
5
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Examine Your Existing Client Base (Continued)
6
Findings from a 2011 study by McKinsey & Company
show that financial professionals may be missing
opportunities to capture assets due to misperceptions*:
Perception Reality
Investment options and fees drive
consumer decisions
Convenience and the ability to
consolidate assets are important
Events that “put assets in motion”
are rare and hard to predict
Each year, 20% of brokerage
clients experience an IRA rollover
event that can be identified through
simple management and mining of
customer relationship management
system data
Module 8 Identifying Target Clients and Building a Marketing Strategy
*McKinsey & Company, Capturing IRA Rollovers: The Net New Money Opportunity For Wealth Managers, 2011
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Examine Your Existing Client Base (Continued)
7
Pre-retiree clients in the 55-70 age range who:
>Are changing careers
>Have a change in dependent status due to
– College graduation
– Marriage
– Grandchildren
>Are selling a business
>Are downsizing a primary residence
Module 8 Identifying Target Clients and Building a Marketing Strategy
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Examine Your Existing Client Base (Continued)
8
>Divorce
>Boomerang children
>Assistance to aging parents
>Chronic illness
>Acquiring a second or vacation residence
Module 8 Identifying Target Clients and Building a Marketing Strategy
Changes in family status are
common during this phase of life:
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Introduce a new dimension—make clients
aware that you can help them with transition
and retirement income planning
> Call clients to meet you for a financial check up
> Use the sample letters included in the resources
section—or draft your own—to reach out to your
clients about specific topics like NUA or 72(t) or
Social Security
> Invite them to a seminar on the transition or
distribution phase of retirement planning
Do not assume
your clients are
aware that you
can help them
with retirement
income planning
Module 8 Identifying Target Clients and Building a Marketing Strategy
Convergent Retirement Plan Solutions, LLC © 2012
Develop an Outreach Campaign for Existing Clients
9
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
> Network with professionals
– Other financial professionals
– Attorneys
– Accountants
– Life insurance brokers
– Bankers
> Stay looped in
– Conduct seminars or
engaging events
– Write for or advertise in
publications
– Offer educational assistance
to local employers
Develop a Prospecting Campaign for Lead Generation
Module 8 Identifying Target Clients and Building a Marketing Strategy
Convergent Retirement Plan Solutions, LLC © 2012
10
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Seminars and Events:
Not What They Used to Be
11
Module 8 Identifying Target Clients and Building a Marketing Strategy
Events can be
a great way to
help enhance
relationships with
current clients,
position yourself
in front of qualified
prospects and
build important
mutually beneficial
relationships with
Centers of Influence
Times have changed and investors
want information from an authoritative source,
presented in a fun and dynamic way
The days of inviting prospective clients to
watch a simple lecture on the basics of finance
are long gone. Today’s investors want to be
a part of the experience
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
> Create awareness within
a specific community
> Build trust and establish
credibility
> Educate and inform
potential clients
A Prospective Client
Event can help you:
> Express your appreciation
for your clients, their
individuality and their
trust in you
> Remind them of your
value—keep yourself in
the forefront of their minds
> Provide a quality experience
for everyone involved
A Client “Connection”
Event can be a great
way to:
> Introduce yourself to Centers
of Influence in your
community
> Position yourself as a
valuable resource
> Offer the added benefit
of potentially providing
continuing education
(CE) credits
Relationship Building
Events with Centers of
Influence enable you to:
Why Host an Event?
12
Module 8 Identifying Target Clients and Building a Marketing Strategy
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
> Fast replacing the traditional
dinner seminar event
> Give participants the
chance of interacting
rather than just listening
> Less formal, less
expensive format
Town Hall Meetings
> Although more challenging
to fill seats at these events,
some financial professionals
still prefer this format
> Possible topics include:
– Retirement Planning for
All Stages of Life
– Retirement Income Planning
Traditional Seminars
> Think about special activities
that are available in your
area—skiing, hiking, sailing,
theater, museums, arts
festivals
> Brainstorm ideas with your
staff, friends and family
> Unique events can
build goodwill and be
a PR bonanza
Creative and
Social Events
Types of Events
13
Module 8 Identifying Target Clients and Building a Marketing Strategy
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Creative Event Ideas
14
Module 8 Identifying Target Clients and Building a Marketing Strategy
Informational and Educational
The Social Security Administration
provides free speakers on a very
timely topic
www.ustreas.gov provides speakers
on identity theft
Cooking class (or other adult
education class)
Nutrition expert
Fitness expert
Computer and/or social media expert
(especially good for older groups)
CPR class, disaster preparedness
seminar
Socially responsible investing
Green investing
Other speakers in your area who
speak to local topics (tax tips,
estate planning strategist)
Activity Focused
A dance (great for active widows
and widowers)
Wine tasting (you may be able to work
with a local liquor store or distributor)
Mystery Dinner Theater
Fundraising or donation event
(including donation of time such as gift
wrapping at the holidays or a toy drive)
An event with a Golf Pro
Fun Run for a Cause (walking teams
sponsored by your firm)
Bay or river cruise, with speaker,
dinner and dance
Behind the scenes of a museum,
theater, sports stadium
Some form of contest culminating
in a social event with awards
Special Occasions
Holiday light tour
Historical open house tour, local garden
tour, arts festival
Birthday parties for key clients where
they invite their friends (this can be both
a client and prospecting event, but keep
it subtle)
Tree trimming, caroling, food drive for
homeless shelter
Celebrity night (if you actually know
the celebrity, or work with a client
who does)—can be combined with
a charity fundraiser
Grand opening of a local business
Movie night (rent the whole theater for
a special showing, free popcorn, drinks
and candy
Theater or symphony night
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Details and Logistics
15
>Venue
>Length and frequency
>Timing
>Invitation delivery and
other planning details
>Follow up
Is it difficult for your
audience to travel? Consider hosting a virtual
event. Although it may not
always be as personal and
effective as an in-person
meeting or seminar, you
will save time and money,
as well as reduce travel
time for participants
Module 8 Identifying Target Clients and Building a Marketing Strategy
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Some Conclusions
16
Module 8 Identifying Target Clients and Building a Marketing Strategy
Examine your existing client base
Develop a communications or outreach
campaign for existing target clients
Develop a creative prospecting campaign
for new lead development
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Resources
17
Industry Resources
AdvisorOne U.S. Chamber of Commerce Directory
Journal of Financial Therapy Rotary International Foundation
Pershing Resources
Pershing’s Client Profile Sheet for Retirement Rollover IRA Mailing Insert
Retirement Planning Seminar Kit Sample Client Letters
Rollover IRA Brochure Retirement Calculators (also in the Retirement
Center under Tools in NetX360®)
Additional Resources
MoneyGuidePro™ NaviPlan
Wealth2K® Guided Choice
LifeYield®
Module 8 Identifying Target Clients and Building a Marketing Strategy
Your Business Without Limits® © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of New York Mellon Corporation. Trademark(s)
belong to their respective owners. For professional use only. Not for distribution to the public. The information contained herein, including any
attachments, is proprietary to, and constitutes confidential information of Pershing. It may not be reproduced, retransmitted or redistributed in any
manner without the express written consent of Pershing LLC.
Important Disclosure Information
> This presentation and the information or opinions contained herein is confidential and has been
prepared by Pershing LLC for informational purposes only without reference to any specific person's
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or trading strategy would be illegal. Pershing LLC and its affiliates do not intend to provide
investment advice through this presentation and do not represent that the securities or services
discussed are suitable for any investor. Pershing LLC and its affiliates do not, and this presentation
does not intend to, render tax or legal advice.
> Tax laws are complex and subject to change. The information contained herein is based on current
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Individuals are urged to consult their tax or legal advisors to understand the tax and related
consequences of any actions or investments described herein.
> © 2012 Pershing LLC. Pershing LLC, member FINRA, NYSE, SIPC, is a subsidiary of The Bank of
New York Mellon Corporation. Trademark(s) belong to their respective owners. The information
contained herein, including any attachments, is proprietary to, and constitutes confidential
information of Pershing LLC. It may not be reproduced, retransmitted or redistributed in any manner
without the express written consent of Pershing.
Module 8 Identifying Target Clients and Building a Marketing Strategy
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