Part 1: Building a Client Acquisition Process with RediNest
For many financial advisors, client acquisition is a poorly defined activity – largely consisting of asking existing clients and centres of influence for referrals – and usually done without much structure or process. This is surprising because prospecting is regularly ranked as a top priority among advisors.
To be effective, client acquisition needs to be a repeatable process that can be done by anyone in your office. A well-defined process will save you time and energy, while keeping you focused on the activities that need to be performed on a daily, weekly and monthly basis to achieve the results you want.
The steps outlined below are intended to be flexible, allowing you to build a Client Acquisition Process that reflects your specific goals for growth and ideal client profile.
The Client Acquisition Process
The goal of any Client Acquisition Process is to systematize activities that are performed on a daily, weekly and monthly basis by you or your sales assistant that will result in new prospects that are interested in meeting with you.
With the increasing use of mobile devices and social networks by prospects, you must rethink how you engage and connect with new clients. You need to provide real-time, personalized experiences that reach new clients with the information they need and want, when they need and want it.
To that end, we have created RediNest, a powerful engagement and marketing tool that you can use to better connect with existing and potential clients. Powered by the RazorPlan™ platform, RediNest helps people prepare for retirement and encourages them to connect with you to discuss their planning needs.
As an engagement tool, RediNest enables you to invite a prospect or client to visit a branded landing page that includes your profile and contact information. Here, the prospect answers a few simple questions and gets a personalized RediNest report that compares their financial progress to that of other people with similar profiles.
- Direct contact with known prospects and clients – Allows you to establish a need for further planning that serves your clients better and may generate new revenue opportunities.
- Indirect contact unknown prospects – Social network referrals that can generate meetings with new prospects.
Each activity can be completed in just a few minutes per day and over time these activities have the potential to become a successful prospecting tool through regular social media sharing.
To help you manage your prospecting activities, we have developed a Client Acquisition Worksheet you can use to keep track of your progress.