Establish a Strong Niche Market Presence in Four Easy Steps
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1 136 Establish a Strong Niche Market Presence in Four Easy Steps Carleton Hollister When I entered the financial business in my mid-forties, I had a great deal of sales experience from my past work in other industries. This helped me become successful at building quality sales territories and helping others accomplish the same. Each time I went to make a sale, I leaned on the things I was most familiar with until I understood the new markets I was in. Typically, most people have a market segment that they are comfortable interacting with and speaking the language of. For example, one advisor may prefer working with attorneys and CPAs and another may enjoy working with doctors. This preference is important when advisors decide which clients to take on. Some advisors feel confident working in the high-net-worth market, while others prefer the blue-collar market. When you get the opportunity to serve a client in your affinity market, your knowledge is solid and your confidence is high. If you do not have a natural affinity market, you can develop one by studying and learning the needs of the people in the market. Most advisors coming into our business use the shotgun approach. They go after anything and everything that could possibly become a client. I believe we were all in that stage at some point. However, as you listen to the professionals who excel over time, you ll find that they all have developed a niche or special set of skills that they repeat over and over again. Their confidence and energy are high, and their story is well rehearsed. They are successful because they develop systems around that set of skills, and they build a strong presentation around the information they know. What Is a Niche Market? A niche market is a group of prospects that have similar needs and solutions, as well as a common goal or an issue that they are dealing with. Examples of a general market: Pre-retirees Retirees Newly marrieds Senior citizens Business owners Long-term care prospects Young urban professionals Widows and divorcees Examples of a niche market (which is much more specific): Pre-retirees: a person who is 55 to 65 years old with a household income of at least $75,000 Retirees: a person who is 60 to 80 year old with investable assets of at least $100,000 Newly marrieds: professional couples with at least $100,000 in their household income Public schoolteachers: teachers living within a 30-mile radius who are one to five years away from retiring Each market niche has these things in common: Groups are identifiable. They have common issues and similar solutions. They can identify specific needs. They are good word-of-mouth opportunities. They are generally willing to refer if happy with the service. Carleton Hollister Hollister is an 11-year MDRT member with three Court of the Table honors. He has been a long-time production leader at Savage and Associates, with a primary focus in retirement planning for both state pension and private sector clients. An active speaker in the financial industry, Hollister also developed the Retirement Roadshow, speaking to thousands of future state retirees in the region. Savage and Associates 1224 W Wooster Suite C, Bowling Green, Ohio, USA holly.hollister@savageandassociates.com phone: website: savageandassociates.com View this presentation in the Resource Zone at mdrt.org or purchase from mdrtstore.org.
2 Establish a Strong Niche Market Presence in Four Easy Steps 137 Their contact information is generally available in a directory or online. For example, a retiree could be a person who lives on only his or her social security checks or a person who has a large pension and thousands in investable assets. Obviously, you want to target the second person. Step 1: Establishing a Niche Market Do you have an affinity to a certain group? Contractors: Was your father a builder who helped you understand the mind-set and language of this industry? Small business owners: Have you worked in a small business and understand the issues and pressures? Specific industry: Are you familiar with the obstacles and problems of people in a specific industry? Local companies or corporations: Is there a local company in which you have several clients and are aware of their needs and wants? Existing Clients Look at your existing clients and analyze if there is a common thread among them that you can expand and grow into an affinity group. If I asked you to list your ten favorite clients, I am confident this is what I would find: You enjoy working with them. They trust you and enjoy working with you. You were able to bring them solutions or products that they needed. If introduced to a similar prospect, your confidence would be extremely high. Due to the relationship they have with you, they are glad to refer people. Is there a group in your region that has similar issues? Builders associations mostly self-employed people Public schoolteachers State employees Local employees of a national company Young presidents organizations Women s organizations Is there a pending event causing concern in the marketplace where you can apply your expertise? Change in the pension rules by employer, e.g. Ford, GM, state pension Achieving full social security age, i.e., age 66 Buyout opportunity from employer Changes in government regulations Common employer issue, e.g., health care Qualifying for retirement In-service withdrawals/transfers from 401(k) plans Build Your Prospect List Most organizations have a directory either at their office or online. All chambers of commerce have a directory of their members. Builders associations have directories of their members. Most of the contact information includes s and possibly websites, allowing you to get to know your prospects better. Many businesses have employee contact information on their website. Note: We utilize an service to send out regular updates to the prospect. Marketing The definition of marketing is the process of building name recognition through a variety of means, including personal contact, , seminars, mailing, and advertising. The purpose of marketing is to drive clients and referrals to you without your contacting them directly. For this presentation, we will define marketing as the organized, step-by-step process of building name recognition and referrals in a defined marketplace. Step 2: Develop Marketing Materials Once your niche market is established in your mind, it is time to begin creating the materials to reach out to that market on a regular basis. First, you must have a marketing system already in place that you use to serve your current clients. This helps to build name recognition and loyalty and will allow new clients to fall into the process. You want to make sure that you aren t treating your new clients in one manner and existing clients in another. I do not believe in cheap giveaways that are not going to be used. They aren t cost-effective and don t help leverage the business. Instead, our office focuses on our individual clients and sends each person a birthday and anniversary card. We use an online birthday and anniversary card service. This is something that can be done early in your career to keep your name in front of your clients. You will be surprised by how appreciative people are. Regardless of whom you send a card to or for what occasion, it is important to provide yourself with little reminders on a regular basis to make sure that you are taking the time to connect with your clients on a personal level.
3 138 Below are other resources you can use to help you stay top-of-mind. Marketing Brochure One tool that has worked well for us is the development of a brochure. With computer technology, you can create a high-quality, printed brochure that appears professional yet doesn t cost a great deal of money to produce. However, make sure that you don t develop the brochure without having someone proofread it first. There is nothing worse than a do-it-yourself brochure that doesn t work, so make sure to get objective advice. The brochure should address the specific issues that are at the forefront of your clients minds in the market you are pursuing. Refrain from including a laundry list of services, and instead stay targeted to their needs. Another option is to find a young person or college student who can design the brochure for you. I hired a young woman who was a marketing professional at a local company. She was trying to develop her own marketing portfolio and needed the extra money. I paid her $15 per hour for creating my brochure. I met with her and explained the market, and we worked on the wording together. She found the photo images and laid out the brochure. Initially, I printed them on high-quality paper on the color laser printer at work, just a few at a time. We also had a version that could be ed. Nothing separates you from the pack faster than a targeted presentation with targeted information left behind. Do not be tempted to use the general brochure provided free by the insurance company. It does not have your picture and contact information on it, and it is not targeted to your niche market. Out of all the representatives calling on public schools for 403(b) accounts, I was the only person with my own brochure. Depending on your market and licensing, you will generally have to get compliance approval for all printed materials. This adds extra time to the process and generally cannot be rushed. Understand that you may have to make some changes in wording as it goes through the compliance review. Informational Packet One way to gain credibility and help a client remember your discussion is by developing an informational packet that is useful and functional. This can be a nice folder that you buy at your local office supply and then attach a color imprinted label with your logo on it. Inside is your business card and a couple of pieces of notepaper for the client easily printed by you. Booklet I believe you gain much more credibility with prospects if you provide them with information about their potential financial issues. Once they realize that you understand their scenario, they will be more willing to come to you for the solution. For example, you can include a sheet or a booklet, written by you, that addresses some of the key questions your clients are asking about. These should be the types of questions that are running through the prospects minds and show them that you are familiar with their problems. Examples: How do the recent changes in the government regulations affect me as a business owner? How will I know if the retirement option I choose will take care of my family? What will be the cost of health care for me and my family? You can also include in the informational packet a coupon for a complimentary 90-Minute Discovery Session. This allows people to come and meet with you at no cost or obligation. Many people think there is a cost to consult with you the first time, so this alleviates that fear and allows them to come. Even if you do not generally charge, it will help people come to you who wouldn t have come without the coupon. Step 3: Marketing Calendar Once you develop your marketing tools and prospect lists, then it is time to set a plan in place for regular contact. A Marketing Calendar is designed to keep your marketing program on track. It is a defined set of dates, functions, and responsibilities to present a consistent message to your target market, regardless of your personal schedule. Each step of the Marketing Calendar is defined by the following: Method of reaching the prospect personal, , or snail mail Prepared concise message short, concise or targeted brochure Schedule of seminars and informational sessions No obligation opportunity to meet; include 90-minute coupon Defined dates by when specific tasks need to be completed and who is responsible for completing them Timing Is Everything Sending out mailings at the wrong time of year is a waste of time and money. For example, in dealing with
4 Establish a Strong Niche Market Presence in Four Easy Steps 139 schoolteachers, we try to avoid sending anything during the period from the end of August through early September, since school employees are very busy with back-to-school tasks. We send an informational in October, asking them if they are thinking about retiring and letting them know that there will be new information coming immediately after the holidays. We time our first of the New Year to come a few days after the teachers are back in school. We do not want the mixed in with dozens of s that they must sort through on their return to school. In addition, the mailing comes a few days later, mailed to their school but addressed directly to them. We have found that once people get through the busyness of the holidays, they look forward and begin thinking about their pending retirement in June or July. Even if they are not retiring that year, the discussions begin around the lunch table, and it is at the front of people s minds. Step 4: Campaign Development Now is the time to begin the process of implementing the campaign. You must first identify specific groups you will be targeting, and then reach out in a surrounding area that you can service well. Generally a 30- to 50-mile radius is as far as you want to reach. You want people to travel to meet with you, not vice versa. Identify the method as to how you want to contact the client: Introduction letter (Define the date and groups that will receive the letter.) Informational brochure Informational Personal phone call or contact Personal meeting Each of these items needs to be scheduled on the Marketing Calendar. Assuming that you have written and developed all of your materials ahead of time, you should not have to plan for development. You should be able to coordinate and implement each step in a timely fashion. Base your output on your budget and what you can follow up on in a timely fashion. In order to keep the information fresh, you are better sending 10 letters per week over ten weeks than to send 100 letters at once Campaign Sample Due to the high demand and far-reaching challenges that were caused by the state retirement changes in Ohio, we developed the Retirement Roadshow presentations. We had been working in the surrounding school market for years and had a good database of local school employees. As we desired to expand to a larger surrounding area, we went to the school district websites and harvested the s and contact information from there. Remember to follow all Do Not Call rules and compliance regulations. Below is the process we went through. We determined that we wanted to hold presentations in January and February. We identified several local venues that were centrally located for a certain block of prospects. It is easier for us to drive 30 or 40 minutes to a venue that is convenient for hundreds of people. Generally it costs only $75 to $150 to rent the venue for the day (examples: hotel conference rooms, country clubs, and convention or banquet centers). Identify convenient dates to make it easy for people to attend. In the United States, January 19 is Martin Luther King Day, and all school and state employees have the day off. We chose a central location and offered three sessions that day. We pay for only one venue and have the opportunity to reach hundreds of prospects in a single day. Contact: We utilize an contact service. We get the approved ahead of time to ensure that it is sent out at strategic times and dates, so prospects are more likely to read it. The seminar brochure is mailed directly to the prospects at their school locations. They are divided and sent in batches so that all brochures do not reach the school in large piles hopefully, no more than 20 per day. Registration Survey: We utilize a survey response service that is very reasonable. The survey allows people to register for the presentation. The link is included in the . This way people can read the and register without moving or making a phone call. Confirmations: Depending on the time allowed, the registrant will receive a confirmation and a postcard. The postcard has the Retirement Roadshow logo on it and confirms the date and time of the presentation as well as any additional directions that may be necessary. At the Session: Attendees receive a high-quality information folder with the Roadshow logo on it. It contains several items, including my biography, a budget sheet, a Biggest Mistakes booklet, a sample printout, notepaper, a scratch pad, a business card, a pencil, and the Discovery Session coupon.
5 140 After the Session: Attendees get a thank-you letter for attending, encouraging them to schedule their free 90-Minute Discovery Session. Each person who registers but did not attend receives a packet in the mail with the booklet, coupon, and my contact information. Appointments: If attendees schedule an appointment at the seminar, they get a confirmation card right there and a reminder phone call two days before the appointment. Ongoing: Since we receive all their contact information during the registration process, including phone and , we make follow-up contacts over the next several months. Many people who do not schedule immediately after the session will come in during the summer. We provide newsletters five times per year and occasionally update them on their specific market issue. It is no longer good enough to be an experienced financial planner; you must differentiate yourself. By targeting a specific market, you will truly be setting yourself apart from the rest. You will be the one who specializes in serving those particular clients. With confidence, knowledge, and a continual and consistent message, you can establish a niche market with excellent referrals. You have been given the tools and steps to develop your niche market. The sooner you use them, the sooner you will build your practice toward your ideal clientele and be considered the go-to person for their needs. Recap Step 1: Establishing a Niche Market Identify the market you want to penetrate. Understand the consistent issue they are all dealing with. Join or support local organizations that your members belong to; attend meetings or sponsor events. Step 2: Develop Marketing Materials Create materials that speak to specific issues the niche market is dealing with. Use photos and images that are consistent with the market. Understand the specialized language of the group and use it where appropriate, especially pension providers, organizations, and so on. Refine your message so that it speaks to the key issue prospects are dealing with. If you establish yourself as a knowledgeable professional, they will bring you other business. Step 3: Marketing Calendar Begin reaching out to this market on an ongoing, consistent manner, using personal one-on-one contact. Reach out to clients and prospects on a regular basis with information they can use. Create all the marketing pieces to be used during the campaign. Step 4: Campaign Development Create effective steps to build a lasting relationship within the market. Schedule one hour per week to work on your niche market no interruptions!
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