49 questions to ask clients & prospects that reveal new opportunities and

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Your Host: Wendi WebbDirector, Advisor/Client Solutions

Producer: Doug Pierce

2014 Last-Chance Financial Planning Checklist

September 2014

• Tactical Ideas• Marketing Campaigns• Action Plans• Strategy Boot Camps

Advisor/Client Solutions: Tactical Marketing

50+ Campaigns

• Article Reprints• Expert-written• Finra reviewed• Free PDFs

A/C Solutions: Client Touches

80+ Client Reprints

• Monthly webinars• A/C Marketing Newsletter• Email Coaching• Coaching Calls• Marketing Calendars• A/C Website• Horsesmouth Article

Database

A/C Solutions: Marketing 'How-To'

Additional Resources

A/C Marketing Calendar

Business & IndustrySep 1‐5. National Payroll WeekSep 21‐27. Farm & Ranch Safety and 

Health Week Sep 18. Air Force BirthdaySep 29. VFW Day

Special ObservancesCollege Savings MonthLibrary Card Sign‐Up MonthSelf Improvement Month

Sept 7‐8 U.S. Open Finals (tennis)Sep 7. Grandparents DaySep 15‐Oct 15. Hispanic Heritage Month Sep 16. Stepfamily DaySep 18. Cheeseburger DaySep 19. Talk Like A Pirate DaySep 21‐27. Dog WeekSep 27. Hunting & Fishing DaySep 27. Museum Day

Cause ObservancesBaby Safety MonthChildhood Obesity Awareness MonthProstrate Cancer Awareness Month

Sep 7‐14. Assisted Living WeekSep 11. Patriot DaySep 15. Greenpeace DaySep 17. Constitution/Citizenship Day Sep 18. ADD Awareness DaySep 27. Family Health & Fitness Day

Financial Dates & DeadlinesSep 15. 3Q 2014 estimated taxes dueSep 15. Last day for corporations, 

S‐corp & partnerships to file 2013  extended returns

Sep 30. Last day to determine beneficiaries after IRA owner's death

Commonly Observed HolidaysSep 1. Labor Day (markets closed)Sep 1. Labour Day (CA)Sep 25‐26. Rosh Hashanah 

September ObservancesCommunication theme: Investment Planning

Special ObservancesFinancial Planning MonthLong‐term Care Planning MonthCybersecurity Month

Oct 6. German‐American DayOct 5‐11. Great Books WeekOct  6‐10. Financial Planning WeekOct 13. Native American DayOct 20‐24. National Estate Planning Awareness Week

Oct 15. Support Your Local of Chamber ofCommerce Day

Oct 16. Boss‘s  DayOct 22. World Series starts (baseball)Oct 19‐25. Save for Retirement WeekOct 26. Mother‐in‐Law DayOct 27. Navy Day

Cause ObservancesAIDS Awareness MonthAnimal Safety & Protection MonthBreast Cancer Awareness MonthHealth Literacy MonthWork and Family Month

Oct 5‐11. Fire Prevention WeekOct 12. Clergy Appreciation DayOct 24. United Nations Day

Commonly Observed HolidaysOct 4. Yom KippurOct 13. Columbus Day (markets open)Oct 13. Thanksgiving (CA)Oct 31. Halloween

Financial Dates & DeadlinesOct 1. Final deadline for self‐employed & small 

businesses to establish SIMPLE IRA for 2014

Oct 15. Extended individual tax returns dueOct 15. Medicare open enrollment beginsOct 15. Last day to re‐characterize 2013                

Roth IRA conversionOct 15. Final deadline to fund SEP or solo 

401(k) for extended 2013

October Observances

Business & IndustryPharmacists Month

Oct 6‐10. Customer Service WeekOct 5‐11. Emergency Nurses WeekOct 6‐12. Physicians Assistant WeekOct 13. Navy Birthday

Communication theme: Financial Planning

Client Intelligence

Advisors vs. Clients Talking

Source: Russell Financial Professional Outlook, July 2014

Boomer Pain Points

Source: Merrill Lynch 2013

"60% of clients say their advisor talks with them primarily about

one aspect of wealth such as taxes or investment performance, but not all of their wealth needs."

-- 2013 Insights on Wealth and Worth, U.S. Trust

Client & Prospect Campaign

Canadian version available

Campaign Mission

“My biggest challenge is...

…having a reason to talk with clients and prospects repeatedly that has meaning for them and is not perceived as just another sales call.”

Mark S.

Last Chance Checklist (Front)

Finra Review Letter Available on

Download

Triggers

Last Chance Checklist (Back)

Finra Review Letter Available on

Download

Campaign Objectives Increase service awareness with clients, prospects & COIs Bring in business at year end Smooth out revenues Set new business appointments Show clients you offer holistic advice Touch clients & prospects with a non sales message

Time frame: September thru early December

Campaign Action Plan

• Choose dates• Pull A & B clients totaling about 100• Collect email addresses. • Send introductory email• Mail LC Checklist & cover letter• Email PDF version of LC Checklist• Send follow-up email• Follow-up phone campaign• Set appointments Available in LC

Checklist Campaign Toolkit

Marketing Channels

1. Email series: Send e-mails & PDF checklist

2. Mail: Send printed checklist(s) and cover letter

3. Phone: Confirm receipt of checklist, ask questions, set appointments

4. Face-to-face: Ask for referrals, talk it up!

5. Online: Promote on website

6. Social media: 49 potential tweets/posts

Introductory Email

Dear Joan:

Next week I am sending out to all friends, family, and clients the 2014 Last-Chance Financial Planning Checklist. It's a quick way to determine if you need to take any actions before the end of the year.

It's a simple checklist that covers only those areas that need attention at year end – taxes, retirement savings, investments, insurance, and medical. It might take you five minutes, tops.

Once you see the checklist, if you have any questions, please feel free to contact me. I'm clearing my schedule next week to answer any questions that may arise.

If you know someone who could use this checklist, let me know. I will make it available to anyone who could use the help. Just reply to this message with their name and contact information, and I'll see they get the checklist. Look for yours soon. If you don't see it, let me know. I'll be sure you get it.

Thanks!

Great clients & prospects (BCC)Great clients & prospects (BCC)

Get Your 2014 Last-Chance Financial Checklist

Available in LC Checklist Campaign

Toolkit

Cover Letter – Mail

Joan Client1123 Independence St.Peoria, IL 61801

Teresa Sampleton Wealth Management Group9 Liberty Rock Rd., Suite 19Peoria, IL 61601

Available in LC Checklist Campaign

Toolkit

Emailed Cover Letter

Available in LC Checklist Campaign

Toolkit

Follow-Up Email

Dear [Name]:

I just wanted to follow up with you and make sure 1) you received your 2014year-end checklist and 2) to see if you had any questions or concerns. If so, I'd be happy to give you a call to go over the checklist with you if you haven't completed it yet.

Let me know how you're doing!

Best wishes,

Teresa

Great clients & prospects (BCC)Great clients & prospects (BCC)

Completing your 2014 Last-Chance Financial Checklist

Available in LC Checklist Campaign

Toolkit

Phone Scripts

• Pre-campaign call • Pre-campaign voicemails• Post campaign call (client only)• Post-campaign calls (called previously)• Post-campaign calls (first call)• Post-campaign voicemails

Hi…we’re coming out with our 2014 Last Chance

Financial Planning Checklist. I’d like to tell you

a bit about the checklist. And then see if you’d like us to mail or email one to

you. Do you have a minute?

Available in LC Checklist Campaign

Toolkit

Promotion ChannelsWebsite: • Promote checklist on the front page & link

• Create a sub-site for the checklist and related content

• Mention different aspects of checklist with links in weekly updates

• Create hashtag, tweet during the promotion period with links

• Mention in news feed with links

• Write several posts on preparing for year end

LinkedIn:

Blog:

Twitter:

Facebook:

Referral Tips

• COIs. Visit COIs and offer them your checklist

• Client meetings. Ask if you could send friends and family the checklist

• Exes. Call ex-clients, referrals who never signed, and prospects who have fallen off the radar

• Word-of-mouth. Talk it up every day

• Pass-along. Offer clients 2 checklists; 1 to pass along

• Walking billboard. Wear a button. Start conversations

Successes

• "During client conversations the following was discussed: beneficiary designations, managed account re-balancing, updating financial plans, re-evaluating life insurance coverage, and several referrals to a CPA." – Anon

• "Clients emailed or phoned me saying what a great idea it was that I sent this out. I had one client call me direct to see how he could lower his tax bill as he had an unusually large income this year due to a high commission sale of a business." – M.M.

• "1) It demonstrated that I care about my clients. 2) It generated client response. 3) New business was written." – D.C.

Successes• "It revamped conversations with 2 prospects. One called and said 'I've been

meaning to do something & this reminded me to call you.'" – Anon

• "A few clients called right away and asked if we needed to do anything. It was great to get a call from our clients rather than us always calling them." – T.B.

• "Got me to schedule several year end meetings that I could have easily put off until next year." – Anon

• "I had at least a 30% response rate." – D.C.

• "Another good conversation starter. Good for showing prospects that there are many aspects to the services I provide." – G.W.

Successes• Sparked a number of conversations on life insurance, long-term care, and

disability. We started 3 life insurance applications, one disability, as well as a number of conversations on LTC which we believe will lead to applications down the road.

• We estimate those conversations translated into about $15,000 to $20,000 in additional revenue for us in the first and second quarter of 2013 … great kick-start to the year.

• The most important thing the checklist did is it allowed us to refocus on the big picture and take a step back from our normal routine to include some broader planning items, which is really where our firm is able to add value and prove our worth to our client base.

-- Debra Taylor, CFP®, JD, CPA

Fail Advice"While we followed one of the tactics and mailed it out to all of our clients, not one client returned it. But it did prompt several phone calls." – K.S.

Do not expect clients to fill it out and return it. Follow all the steps, particularly the follow-up phone calls.

"I got a late start and did not get to call everyone." – W.O.

Get it out as early in the fall as you can.

"Did not mail due to compliance concerns." – C.D.

If you can't mail or email, use it in meetings and as a checklist and/or take the "last-chance" idea & fashion your own campaign

"Please, please allow more visible opportunity for the advisor to brand the advisor's business i.e. logo, photo, etc." – M.M.

Brand your checklist by addingyour picture and logo to both theprinted and PDF versions.

Fails

Campaign Toolkit

Marketing Materials:• Strategy Brief• Campaign Checklist & Schedule• 2014 Last-Chance Financial

Planning Checklist• 3 emails including cover letter• 6 phone scripts• Phone tips• FINRA review letter

Advisor Client Schedule

Just the Last Chance Checklist

• Branded Checklists • PDF Checklist • Campaign Toolkit with

emails, phone scripts, schedule

• FINRA review letter• Canadian version available

$397

• Advisor Marketing Boot Camp• Rich Niche Jumpstart Program• CPA Connect membership• Plus, workshops, emails & more!

A/C: Your 2015 Marketing Tool Chest

• 50+ marketing campaigns • 80+ Article Reprints• Horsesmouth membership• Cybersecurity membership

$997

$897

Have a Question?

E-mail: checklist@horsesmouth.com