by Craig Rosenthal
Feb 18, 2020
When was the last time you received an unsolicited sales call? Were you thrilled to stop everything you were doing, turn your attention from your workflow and focus on the unknown voice on the other end? Occasionally you might do it to satisfy curiosity, or even annoyance. But most would typically avoid answering in the first place. The point is, if we find cold calling unacceptable in our own lives, why would it be accepted as an appropriate marketing strategy?
The era of cold calling or interruption marketing has slipped into the past. Your plan sponsor prospects want to connect with you using more modern platforms. To give the people what they want, consider these 5 ideas:
5500 Search forms to identify companies you want to work with. You can develop your short list by creating a profile of ideal clients, search by assets, participants, average account balances, industry or even recordkeeper. Be direct in this step. Think of you current clients. Is there a common thread among them? Maybe you have found a niche in the manufacturing industry or really enjoy working with law offices.
LinkedIn is a great place for research and engagement. Take your short list of targeted companies you want to work with and search them on LinkedIn. With a few clicks you can identify your key prospects, this might include members of the C-suite, human resources or benefit directors. Connect with ALL decision makers. Once connected, not only will they be able to see your regular posts but you can also directly communicate with them via InMail. Consider inviting them to a *SPECIAL* Retirement Plan Update event – or offer a sample benchmarking report.
One bonus to LinkedIn connection is you can download your connections’ emails. This will help you to extend your list and connect on another level. Gather their email addresses with permission and add them to your content marketing nurture campaign. Create a communication and follow-up workflow using the FDI Business Management Dashboard and it will automatically remind you to perform and record those activities.
Another great way to meet more potential clients is by joining groups.
By joining and interacting with similar interests’ groups, you can develop relationships that may provide direct or referred business opportunities.
In the same light as groups, you can take a deeper dive by getting involved with your community. Whether you want to join your local Chamber of Commerce or explore opportunities to sit on a board, you can build a great referral network. Most people who sit on boards are in tune with the local community and could become great centers of influence.
The ideas above address the who and how, but now the question is what… what do you do? The answer is simple, deliver value. Think about their plan sponsor needs first and address those issues.
For example, security of sensitive data. Cybersecurity is a critical but often overlooked aspect of a plan sponsor’s fiduciary responsibility. They know they need to protect sensitive plan and participant data, but how? Reassure them they don’t have to be cybersecurity experts and provide them with questions they can ask their service providers. [For sample questions, click here: 401k Service Providers and Cybersecurity: Questions to Ask]. These types of topics help deliver value and strengthen your relationship as a go-to resource.
For many plan sponsors, managing their 401(k) is only one of many aspects of their job. Communicating via channels that are less intrusive immediately demonstrates that you respect your prospects time. This helps to build a trusting relationship. Take these 5 ideas and incorporate them into your business and experience how your quality of communication, dedication of service, delivery of value and extra credit items go the distance to create new relationships and earn new clients.
To learn how Fiduciary Decisions Business Management Dashboard and its Sales Funnel and associated tools can help you grow your business.
866-516-4909 option 4
Value and Fee Benchmarking Report, a peer-to-peer evaluation report that shows a comparison of the existing plan to other similar plans and can provide guidance on how changing certain plan features could help the employer offer a more competitive retirement plan benefit.
Our report follows a 5-step process that is fair and repeatable.
Customize the Benchmark Group.
We use numerous factors to build a benchmark group from our proprietary database that is customized for each peer group using mathematical models designed to optimize the degree of accuracy.
Review Service Provider Quality
The DOL has noted in prior rulings that it is allowable to consider the Quality of the Service Provider when determining Fee Reasonableness. We provide a logical framework to analyze this issue.
Assess Scope of Services
We examine the scope of services being provided so plan sponsors can understand how the services they are receiving are impacting the cost structures of the service providers.
Examine Value Delivered
We examine the Value Delivered in terms of helping plan sponsors do their job as a Responsible Plan Fiduciary and to participants in terms of helping them save for retirement.
Finally, we track and compare fees to the Benchmark Group and to FEEPOINT®. FEEPOINT is a proprietary fee calculation designed to account for fiduciary status, extra services and extra meetings that are not found in the typical plan.
Craig is Head of Strategy and Chief Marketing Officer for Fiduciary Decisions. In this role, he is responsible for driving Product and Partnership strategy as well as the overall messaging and marketing for the firm.
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