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Professional Image

Constant and never ending improvement of our professional image and client communications. When you are a professional , your image must be of success. The little things mean a lot. People are paying attention, are you?

Objective: Constant and never ending improvement of our professional image and client communications. When you are a professional , your image must be of success. The little things mean a lot. People are paying attention, are you?

Variations: Think of all of the correspondence that leaves your office every day. You wouldn’t want your product suppliers such as mutual fund companies life insurance or other to have a marketing department that uses cheap printing would you? From your business card to your statements, you should invest in professional looking stationary.

Personally, when I started writing quarterly newsletters, the content was useful to my clients and prospects, but the professionalism was terribly cheap. Even seminar invitations were just a sheet of paper. To be taken serious and manage serious money, I have committed to constant and never ending improvement of marketing and communication materials. I am always careful that it is purposeful and not flashy. So many high end brochures I read, have beautiful brochures with lovely pictures but are not reflecting what your message is. Make sure that it matches your philosophy.

Costs: Check with an investment company that you hold a having a very professional image and use that as a standard.

Potential Results: Look at the correspondence and marketing material your bank sends out or your favorite fund company. Use that as a standard to follow. You should have personalized stationary including your business card, letterhead and envelopes. For your mailers, confidential style envelopes for statements if you mail statements. Client binders or life policy wallets should be a standard.

For your proposals, how fancy is your client reviews and presentations? Could it be improved. Take a trip to your favorite printer or stationary store and build a relationship with a professional printer who can work to improve your professional image. It will be worth the money in the long run.

Grant's Tip:  When a client walks into your office, is it presentable or messy. Are the magazines up front messy newspapers or Fortune or Forbes magazine ? Do they have fresh high quality coffee in nice coffee cups ? Are they greeted with a cheerful and friendly staff ? Are you greeting them to make them feel welcome.

One idea is to advise your receptionist that Mr. And Mrs. Smith are coming in at 2 pm . then your receptionist’s greeting can be ' Welcome Mr. And Mrs. Smith, Grant advised me that you are coming in today and that you like you coffee with cream and sugar. Was that one or two sugars? I will let Grant know right away that you have arrived.' Right away, the client feels welcome and special in our office.

Have mints or candies in a dish. Use a color printer for better presentations and prepare professional financial plans bound in quality stationary. Develop a customized presentation folder with pockets. Take stock of your current communication tools and write a list of areas to improve upon.
 

Copyright 2003 By: Jay Conrad Levinson and Grant W. Hicks, C.I.M - Co-author of "Guerrilla Marketing For Financial Advisors ", Trafford Publishing 2003.


You may use these articles in your marketing, newsletters and web sites as long as you retain the copyright information at the bottom, including the link to our web site and inform us where it is being used as well as sending us a copy of the publication.

Always check with your compliance office and or branch manager before implementing any marketing idea. The information does not constitute a recommendation for the sale or purchase of any securities or insurance.