Redefine Their Financial Plans
The more variations of plans you offer, the easier it is to attract clients with specific needs. --Larry Silver
The days of writing an all-encompassing financial plan are gone, at least from a marketing perspective. The more variations of plans you offer, the easier it is to attract clients with specific needs. The spotlight now is on how you address each client's separate objectives, drawing on all your knowledge. Another challenge is building realistic expectation levels with each client for each specific plan. That will provide backdrops against which longer-term, more aggressive programs have room to absorb downward market pressure, but in which shorter-term, more conservative programs do not. By target marketing a client's financial objectives through specific financial plans, you not only provide a needed service to investors, but you separate yourself from competitors and create a new image of expertise; namely, your ability to provide the highly tailored services that investors need to survive in this tougher market.
-Larry Silver, director of marketing at Raymond James Financial until his retirement, in Now Is the Time to Redefine the Financial Plan
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