Across the country, one of the most critical issues that agents worry about is how to attract more affluent clients. They want to work with higher-quality clients and tap into the 76 million baby boomers who will be soon facing retirement. Let's face it -- most products that agents have to offer their clients are commodity items. Your prospective clients can buy them almost anywhere. What truly differentiates the product is you.
Whether you're independent or affiliated with a national insurance company, the key is to make a conscious decision that you are going to be the agent of choice in your local buying area. How do you do it? If you successfully market yourself, clients with insurance and financial needs will be naturally attracted to you.
What are your strengths?
Do you ever wonder why some people always seem to be successful at what they do? It seems as though everything they touch turns to gold. Is it pure coincidence that some people hit the "big time" while others feel they're always running out of time?
How do these people obtain success? They uncover their unique strengths -- what sets them apart and what they excel at -- and they capitalize on those strengths. The key is to focus your marketing energies where you are most comfortable and have the highest probability of success.
When it comes to successful marketing, select only those events that showcase your strengths, and do things that both you and your clients enjoy. If you're having a good time, it will be contagious to all who are there. And it's a fast way to build relationships with prospective clients. The reality is that there is no shortage of agents for prospective clients to choose from. Keep in mind that the average prospect receives two to four seminar invitations per week. So you've got to put yourself in a position to stand out from the crowd and get "introduced" to your next client by a happy existing client.
Implement the "wow" factor
Here are five proven strategies that top producers use to attract more affluent clients while making their existing clients feel like a million bucks:
1. Private golf lesson - Invite two of your clients to invite two of their friends for a special two-hour lesson with your local golf pro.
2. Host a cooking class with a locally renowned chef - Invite two to three clients and have them each invite two to three couples for a memorable evening of eating and having fun.
3. Hold a client-appreciation dinner
- Invite your top clients for a relaxing evening of great food (guests are optional).
4. Pop this question to your top clients - "If you could have a day to do only what you wanted, what would you do?" Have them invite their two closest friends to join you and your significant other for a day of fun and relationship building.
5. Become an information source - Send articles of interest to your top clients or give them a magazine subscription based on their interests and hobbies.
By having your clients bring guests to each event, you're creating a bond and prospecting at the same time. So once you or your assistant has booked the event, all that's left to do is have fun and get ready to meet your next clients.
Derrick Kinney is an authority on helping financial professionals succeed with the affluent. He is the author of the number one Amazon bestseller "Attract Your Ideal Clients," which has been named one of the top five business books on www.cnn.com. He can be reached at www.moreaffluentclients.com.
