(Cont’d…)
Kane’s firm went through a rebranding process seven years
ago, he said. “We knew the outcome we wanted but it was a journey to get there,”
he recalled. “You have to decide who you are, and what you are. We decided we
wanted to focus on retirement planning. We wanted to be known as an elite retirement
planning consultant.”
Among the projects they embarked to achieve their goals were
writing more articles and posting them on their website, and having them
published whenever possible. The company’s wholesaler gave them an idea to use
at seminars, and they began holding regularly scheduled Breakfasts with Benefits
using ERISA attorneys to build relationships. “You have to develop yourself as
a resource through these people—accountants and attorneys—so they will want to
recommend you,” Kane said.
The financial services industry seems reluctant to use
social media, an audience member said, and asked if there are appropriate ways
to use the networks. Chepenik called social media extremely valuable. “Forget
about the others,” Parrish advised. “LinkedIn: Use it. It’s one of the most
powerful things out there.”
Kane agreed, mentioning that he has used LinkedIn to start
discussions in groups with HR representatives, chief financial officers,
attorneys and accountants.
Asking for referrals can be tricky. “The best referrals
happen when you’re not there,” Parrish said. The way to make this happen is by creating
what he calls psychic real estate in the minds of the contact so that they have
a solid understanding of the value you can bring to clients: “They should be
able to articulate what you do and its value.”
Chepenik advised networking and discussing best practices at
conferences. “There are top producers here, and most will share marketing ideas,”
he said.
Jill Cornfield