The most successful salespeople I know get off to a fast start in the New Year. They realize that if they start the year over plan they can build on their success throughout the year. Otherwise you spend most of your year just trying to catch up. Here is a recap of the 5 ways to have a fast start:
Renew and Up-Sell Existing Clients: We need to treat last year’s production as a foundation for this year’s revenue! Ask yourself this question; who could be using more of your services? Start there. Step 1, make an active account list and identify where additional business lies. If you can identify additional services they should be doing label those on your sheet. Step 2, schedule Re-Focus Meetings with each of these accounts so you can stay aware of potential business opportunities and get referrals!
Regain Former Clients: Identify five to ten former customers that haven’t used your services in the last 3-5 years. Send a ‘New Year’s message’ email just touching base, updating them, re-providing them with your contact information and offering them a ‘review meeting’ to go over their current financial situation.
Ask for (and receive) Referrals on a Regular Basis from active clients: It’s important to set the stage for referrals with all of your customers. One good way to do that is to teach your customers how to give referrals by giving them a referral. Identify five good customers that haven’t given you a referral in the past and if possible start the referral process by giving them a referral. The 2nd thing you should do is send them a ‘New Year’s message’ email following the former client email but instead of offering a ‘review meeting’ you will be asking for referrals! The goal is to get a 5% referral return rate.
Target Specific Companies/Industries for New Business Development: Profile what your “best” customer looks like and create a prospect “Hit List”. You have already done this do you are ahead of the game here!
Generate Additional Referral Resources: In order to outsmart your competition you need to create yourself a niche market within a set group of 6-10 repeat referral partners. One way to stick out among other financial advisors is to highlight what it is that you do that your competition doesn’t do, can’t do or won’t do in this market place. The goal would be to get 1 solid referral/month from each referral partner. The target is on accounting firms and bonding firms.
Here is the text I generally use for obtaining referrals via email. Feel free to use and edit this as you see fit.
First of all, I hope you had a wonderful holiday season and are having a great start to 2011! I am looking forward to getting this year underway which is actually why I am emailing you today. I just wanted to give you a quick update on some new things that I will be doing in my business this year that you may or may not be aware of. (list 1-2 things that you are doing this year … i.e.; seminar classes, newsletters, etc…)
In 2011 I will be proactively holding educational seminar classes for my clients on a variety of topics including; ___,___,___. I will be conducting private classes for organizations, as well as be participating in hosting public seminars available to all of my clients free of charge. I will also be incorporating a quarterly newsletter for my clients to keep you updated on market trends, industry facts, new products and services and all company updates. Lastly, I would like to invite you to join my professional network on LinkedIn so that we may continue to keep in touch on a regular basis.
I look forward to speaking with you soon as I will be following up via telephone in the next several weeks to go over a review of your account. Please feel free to contact me in the meantime if you have any questions.
Lastly, I was actually hoping to ask a favor of you. As you know, your business is very important to me and I look forward to continuing our business relationship for years to come. I was curious to know if you knew of anyone who is currently looking to ___,____ or ____. Or perhaps you know someone who is just looking to switch advisors and needs a good recommendation. Whatever the case may be I wanted to ask the favor of you to please let me know if you know of someone who may be looking to work with or simply talk to a financial advisor. If so, I would love the opportunity to meet them to see if I could be of assistance. Thank you in advance for these efforts.