Marketing..the ultimate sales building tool

“Marketing…
The Ultimate sales Tool”

HowToMarketFinancialServices.com
Kevin Toney - The Marketing Coach

What is Effective Marketing?

 Process of ATTRACTING people, PROSPECTS who
are most likely to want and need your
services/products and can afford to pay

 Building Mutually Beneficial RELATIONSHIPS


Change In Mindset
 Think of yourself as operating a small
business not as “just a sales person”

 Must DIFFERENTIATE yourself from other sales
professionals in your industry

 Why should people do business with you?


Change in Mind Set
 Marketing should be your #1 Priority NOT
Selling

 Effective Marketing = Easier selling
- Reduce your cold calling
- Less rejection and objection handling
- Less appointment cancelations
- Reduce daily sales stress
- More people will return your calls
- More sales!!!!


Change in Mindset
 You are not in the business of selling financial
services; you are in the business of MARKETING
FINANCIAL SOLUTIONS

 Focus on Marketing SOLUTIONS to the core
PROBLEMS of Your Client & Prospects
 People will connect with you when you show you
understand their core problems & issues


Change in Mindset
Sales & Marketing

Traditional Thinking

Sales Marketing


Change in Mindset

Marketing & Sales
NEW THINKING

Marketing Sales


8 Things You Can Do To
Pump –up Your
Marketing Muscles


1. Evaluate Your Current Marketing
Activities and Materials
 Do you have a written marketing plan?

 Have you identified your target market/niche?
 Do you have more than 3 ways to ATTRACT leads?
 Does your marketing focus on the problems and solutions
of your target market or is it all about you and how great you are?


2. Work with a Target Market or Niche
 Well developed Niche = More Sales

 Be a big fish in a small pond

 You’ll get a better understanding of clients & prospects
core problems

 You’ll get a more steady flow of referrals


3. Position Yourself as an Expert,
Trusted, Advisor

 You don’t want to be perceived as “just another
salesperson”
 Provide informative, relative information to clients and
prospects (education based marketing)
 Prospects will seek you out if they
see you as an authority in your field


4. Implement a Multiple
Lead Generation System
 An organized way to ATTRACT a steady flow of
prospects

 7-10 ways to ATTRACT and find QUALITY
PROSPECTS


Prospecting Activities

1. Referral strategy
2. Direct response advertising
3. Social media
4. Seminars
5. Networking
6. Joint venture events
7. Monthly e-mail newsletter. e-mail marketing
8. Public speaking to organizations and associations
9. Websites /Blogs
10. Birthday/ wedding anniversary of the month club


A Word On Cold Calling

 Not the most effective or productive way generate prospects

 Why?
 Public resistance & skepticism towards sales people
 Caller ID
 Do not call list
 Wide use of cell phones,
 Doesn't positions you as an expert
 Causes quick burnout
 No fun!!!!

* Ari Galper – Unlock the Game


5. Lead Generation Magnet

 Practice RECIPROCITY – core principle of successful
marketing
 Offer something of VALUE for FREE that will give
people an INCENTIVE to contact you or meet with
you

 Give first before asking prospects and clients to give and
they will be more inclined to trust you and do business
with you


5. Lead Generation Magnet
 Best lead generation magnet helps prospects solve a
problem

 FREE REPORT: 10 Money Problems That Could Lead
Newlyweds To Divorce

 FREE REPORT: 7 Things You Must Know About Buying
Insurance If You're Going to Be A First-time Mom or Dad

* Check with compliance


6. Follow-up Consistently

 60 % of sales lost - lack of effective follow-up

 Follow-up at least once a month

 Invest in a CONTACT MANAGEMENT SOFTWARE
ACT, Goldmine, Maximizer


Why Follow-up is so Important?

* 2% of sales are made on the 1st contact
* 3% on the 2nd contact
* 5% on the 3rd contact
* 10% on the 4th contact
* 80% of all sales are made on the 7th plus contact


How Often Do Sales
People Follow-up?
 Only 10%-15% of sales people make 4 or more
follow-up contacts

 Be CREATIVE with your follow-up efforts


7. Collect Testimonials
From Your Best Clients
 Effective way to reduce buyer skepticism and build trust

 Ask your most satisfied clients for testimonials
(written, audio, video)

 Get permission to use them in all your marketing
materials


8. Develop a Written Marketing Plan

 Research shows when you follow a written marketing
plan you could increase your sales by 24%

 Make sure your plan has a Marketing Calendar

 Track the results of your marketing activities


Recap
 Emphasis on Marketing instead of selling

 Select a Target Market/Niche

 Position yourself as an EXPERT w/ Education-based
marketing

 Use a Lead Generation Magnet to attract prospects

 Use a Multiple lead generation system


Conclusion

 Commitment – marketing does not work instantly
 Consistent – take regular marketing action
 Investment – invest time, money & effort
 Effective Marketing = Easier Selling

THANK YOU!

FREE Marketing Help!!
Call for a free 40 minute over
the phone coaching session
1-800-796-4960

www.HowToMarketFinancialSercices.com


Marketing..the ultimate sales building tool

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