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
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
Copyright 2003 By: Jay Conrad Levinson and Grant W. Hicks, C.I.M.,FCSI - Co-author of "Guerrilla
Marketing For Financial Advisors
", Trafford Publishing 2003.
You may use these articles in your
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site and inform us where it is being used as well as sending us a copy of
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.