Be systematic
I found out that the best marketing strategy was delivering amazing client service and value. The client experience is what's significant.
-Bill Bachrach, consultant and speaker
"Resist the temptation to spend too much time prospecting and marketing at the expense of fully serving existing clients," he says. "I used to be a prospecting machine. But I found out that the best marketing strategy was delivering amazing client service and value. The client experience is what's significant." Satisfied clients will actively participate in helping their advisers develop their business through referrals. "If you are confident that you have provided significant value, then you won't be reluctant to ask for referrals from your existing clients," he notes. Frankly, many planners have found that if they had been as focused on taking care of their current clients as they were on bringing in new ones, their clients would have been more focused on bringing them new business, according to Bachrach.
-Bill Bachrach, consultant and speaker, in Non-Business Development
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