September 11, 2012
--- More than just cold calling, marketing and prospecting
requires defining your brand and your value proposition, said Jason Chepenik,
managing partner of Chepenik Financial. ---
How are you different, and what resources can you call on,
he asked at a panel at the 2012 PLANADVISER National Conference in Orlando.
“Everyone has a brand,” said Ty Parrish, director of key
accounts at RidgeWorth Investments. But the crucial difference is keeping on
top of your message. If you don’t take control of your brand and distinguish
yourself, you’re going to be judged on price, he cautioned.
Quoting Jerry Garcia, the Grateful Dead musician he admires,
Chepenik advised, “You want to be known not for being best at what you do, but
known as the only one who does what
you do.” Even the language you use should be different, he said.
Jonathon Schultheiss, retirement plan adviser at Oak Ridge
Wealth Management, pointed out that conversations might open with human
resources or health care benefits, or something else that is of interest to the
sponsor. Another way to build relationships with a sponsor can be spending time
with them at interesting event or volunteering time with a charitable
organization that is meaningful to you.
“Deliver your message,” Chepenik said, “but get in the door.”
“We use lead generation services to keep prospects coming in
the door,” said Michael Kane, managing director of Plan Sponsor Consultants.