With the pandemic still making it difficult for many advisors to meet frequently with prospects face-to-face, many of them are looking for methods they can use to acquire and engage clients in this COVID-19 environment.
InsuranceNewsNet recently asked John Pojeta, Susan L. Combs and Bryce Sanders about what it takes to build a thriving financial practice in today’s world, and this is what they had to say:
Pojeta is vice president of The PT Services Group, Combs is president and CEO of insurance brokerage firm, Combs & Company, LLC, and Sanders is president of Perceptive Business Solutions, Inc.
‘Multiple Platforms’
According to Pojeta, one of the most important steps advisors can take is to blend their marketing. “By blend, I mean to utilize multiple platforms – LinkedIn, or social media in general, blog/articles, podcasts, webinars, videos, phone calls and your website,” he said.
Advisors should also maintain consistency in their message and in the tone they use, Pojeta added. This allows prospects to gain exposure to you and your services on the platforms your prospects prefer, while ensuring they are interacting with the same key messaging.
Two additional pieces of advice that Pojeta offered in the marketing realm: “Develop thought leadership pieces for your content [no one wants all sales, all the time] and two, be sure to still make the ask. Be specific, such as ‘let’s meet on Tuesday,’ or ‘I’ll send you an invite for Thursday at 9 a.m.’”
Pojeta also advised financial advisors to “get away from Zoom as a first appointment unless the prospect asks for it. PT Services has seen a big drop-off in the number of appointments actually meeting when set as a Zoom call for the first engagement. Use Zoom in future meetings.”
Pojeta’s last piece of advice is for advisors to hire a sales coach. “You probably don’t need help with referrals and COI introductions. Shaking up how you engage, and learning how to do it well, will help you immensely with prospects who are earlier in the process of working with you and therefore have more skepticism,” he added.
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