Financial planners frequently make the mistake of constantly being out there frantically trying to find new clients and build new relationships. We get caught attending copious networking events, handing out business cards, feeling pushy and weird, and disappointed at the lack of results or the one-way nature of referrals.
Most financial planners have prospects they’ve met or presented plans to over the past 12 months or so but, because they have made an attempt at contact, or sent a letter or email which received no response, routinely put them into the ‘too hard’ basket, give up, get upset at the lack of interaction, and then choose to either write them off or move them into Segment D – or “do not contact” status.
However, the right touch point, with the right message, at exactly the right time in that person’s financial life cycle can uncover a whole new scope of opportunities. The key is patience, and a little bit of preparation.
There are five important steps to consider when reawakening the zombies that are lying dormant in your database:
1. Make a list
2. Identify their needs
3. Consider what they really wanted
4. Determine how this is affecting them emotionally
5. Touch base with them again with clarity
Now that you have had the chance to revisit their initial needs and the true motivation behind their initial discussions…reach out again with what I call a SPEr message: Short, Personal and Expect a reply.
Back on the radar
If you can reanimate your zombies and get them back on your radar (or at least get you back onto theirs), it will change the way they perceive you. You’ll become valuable to them again – and needed. You’ll be able to do more of what you do best; and that is, give quality financial advice to people who need it. They will thrive. You will grow your business. The community will expand and grow as well. And that’s what we’re all about.
When you spend the time to resurrect your zombie list, life gets easier. You get more efficient, and you are able to truly have the impact on your prospects’ lives that you wanted to have by meeting with them. When they sought your advice, the timing might not have been quite right or your value not articulated well enough, but that doesn’t mean that they don’t need your advice now. In fact, chances are that they need it more than ever.
Focus on the emotional hot buttons and press them regularly. You’ll be surprised by the result.
This is an edited version of an article that appears in the February 2016 edition of Professional Planner, which includes a full description of Steve Salvia’s five steps for reawakening zombies, and examples of SPEr messages.
