Fall Newsletter
- 1. Tel: 519-576-2262 Fall 2011 Issue confidence@thepersonalcoach.ca If you would prefer an eNewsletter www.thepersonalcoach.ca email sue@thepersonalcoach.ca Tips and ideas for your business. TOp 10 BRANdING TIpS ANNOUNCING 1 Have a Strong Business Foundation Before implementing a marketing strategy, the 7 Avoid Using Several Advertising Suppliers OUR 10 YEAR processes and procedures that make up your business Do you have a website, brochure, stationery? ANNIVERSARY foundation must be clearly defined and in place. How many suppliers do you use to design Without this foundation, your company can not your materials? All your touch points need to deliver the promise communicated. communicate the same message and emotion. 2 Be Strategic First, then Tactical Use one supplier for all materials to When financial advisors have a new client, remain consistent. do they start selling product without knowing 8 Create a Client Experience the client’s needs? Of course not – they Most companies have a step by step learn about the client’s lifestyle, goals and business process they take their clients financial situation to develop the best plan through. Make sure your branding of action. The same applies to marketing accurately communicates this process – be strategic and plan before taking and name your process to reflect The Personal Coach action. the same branding message. 3 Hire a Marketing Your clients and prospects team is thrilled Firm that Knows will feel confident in to announce that your Industry your ability to meet It can be overwhelming to their needs. 2012 marks our develop the ideal branding 9 Make the 10th Year strategy for your company. Competition Hiring a marketing firm Anniversary. Irrelevant may be your best solution. With a solid brand However, make sure whomever you hire understands strategy you won’t need to worry about your your business. Don’t waste your time educating the competition. You should still keep track of their VIdEOS marketing firm - they should be educating you. movements but remain focused on your plan. Check out our 4 Beware of the Retail Approach 10 Take Action Investment Executive videos Retail marketing can be effective in some cases, featuring Kim Poulin and however keep in mind your business is different, Your marketing plan is the full mix of benefits upon which your brand is positioned. Keep it April Levitt. it’s a relationship business. Most advisors experience disappointing results with a retail approach because close by to avoid falling back into old routines. they aren’t targeting the right people. Branding puts your plan into action and connects you to your ideal clients. 5 Focus on the Right Clients In today’s market, decisions are based 80% Determine the characteristics of your best clients and on emotion and 20% on rational. This being said focus your marketing and branding efforts on clients it’s essential to foster an emotional relationship and prospects that fit this profile. (For example, with your clients with a people-focused demographics, emotions and psychographics) marketing plan. 6. Add More of the Right Clients All your marketing materials should support your For more information on our MasterPoint™ www.investmentexecutive. client acquisition strategy. Develop a proactive Brand Strategy Program call The Personal Coach com/multimedia strategy to find new clients. A sound referral process today or email Fortunato Restagno directly at: Then search their names! is crucial. fort@thepersonalcoach.ca
- 2. pROFIlING YOUR ARE YOU BEST ClIENTS ANd REAdY FOR pROSpECTS COACHING? profiling your ideal clients and prospects can have a significant impact on your financial services business as well as your life. Over the years we have seen clients focus on this key concept and reap the rewards over and over again! Visit our website homepage under Financial advisors, new Resources and listen to or established often feel some of our successful overloaded, overwhelmed and clients talk about the value stressed. On one side of the of coaching and how it has spectrum, new advisors can significantly impacted their feel a lack of confidence in business. their knowledge and skill set. • They recognize the value you offer On the other hand, established advisors Creating a powerful • You look forward to meeting with them can feel burnt out from the pressures of • You consider them an advocate Intro Talk servicing their large client base and at “Hi my name is Fortunato. the same time feel bored with no new list the demographic and psychographic I’m a Brand Specialist with challenges. They aren’t running their characteristics of these clients: The Personal business, their business is running them. • Age • Marital Status • Occupation Coach.” “Diffusion is the number one enemy • Children - ages • Household Income How does • Hobbies • Interests that sound? of productivity”, states Wayne Cotton, founder of Cotton Systems and • Personality • Values What about, a real proponent in developing an “Hi, my name • Why do you enjoy the relationship? Ideal Client Profile. is Fortunato. • What do you have in common? I’m a Brand Specialist with What is the impact of • Other? The Personal Coach. profiling Your Ideal Client? Now review the clients you listed and We provide customized • Improved focus • Reduced stress determine which clients share similar one-on-one business coaching • Effective problem solving characteristics. Are there any that for financial advisors.” & capture more don’t “fit”? Any better? Or what about opportunities If so, remove them this, “Hi, my name is They aren’t running their Fortunato. I’m a Branding • Higher productivity which business, their business is from the list. Specialist with The Personal results in more income running them. Focus on those clients Coach. We provide customized • Increased enjoyment with similarities. What one-on-one business coaching are the common problems for financial advisors. We help • Less boredom and opportunities they experience? Now advisors with confidence, • Increased Confidence • Consistent results that these similarities are clear, create a focus and freedom.” defining Your Ideal Client profile description of your Ideal Client Profile. I have described what I do, The Steps: Make a list (10-15) of your Write it down! who I work for and what Best Clients with the following qualities: Proactively focus on your ideal clients value I provide but have I • Enjoyable to work with within your client base and you’ll be on the grabbed your attention? • Great exchange of energy road to confidence, focus and freedom. Do you want to learn more? between both of you Need help? Ask your personal coach When creating an effective • You feel a connection with them for guidance to customize a referral introduction talk, put yourself • They appreciate the work you do process for you. in the shoes of the listener. Continued on Page 3 tel: 519-576-2262 confidence@thepersonalcoach.ca www.thepersonalcoach.ca
- 3. Unless you have been trained dEVElOpING in the science of marketing and brand communication, pROFESSIONAl CENTRES it can be difficult to spark OF INFlUENCE interest in your audience. Advisors who have built a The key is to connect on an successful business have emotional level with your mainly done so through new ideal client. Determine the client acquisitions. One of my obstacles they are faced responsibilities as a personal with and provide value by Coach is to help advisors focus focusing on a solution to on obtaining new clients and these problems. Think hard developing professional about what your client’s life centres of influence. (COI) goals are, and include in your This article will outline how introduction how you can our coaches help clients build help them achieve these goals. COI, in particular with “Hi, my name is Fortunato. Chartered Accountants. (CAs) I work with a team that helps clients double their When developing COI, it revenue within two years and is crucial to understand the gives them access to more Chartered Accountant’s value work freedom.” system and way of thinking: Sending a card for a special occasion like This leaves your listener 1. Most importantly, CAs are focused a birthday will give you more exposure and help further develop the relationship. wanting more. on client retention. Any strategies To learn more about perfecting focused on keeping clients will get your introduction talk, contact the CA’s attention. Meetings should be focused on introducing Fortunato Restagno at: new information to the CA (i.e. after fort@thepersonalcoach.ca 2. CAs view themselves as the company conferences), to provide value to business advisor to their clients. the CA and their clients. At The Personal YOU’RE HIREd! 3. CAs, like financial advisors are interested Coach we help our clients build their It is 4pm on a Friday and in increasing their contact management your trusted assistant just revenues, which is system with CAs, presented their resignation measured in fees. It will take several encouraging them letter. Or maybe you have meetings before they to keep in contact on decided to expand your 4. When building a strategic alliance, CAs are looking will provide you with a regular basis. for someone who is introductions or referrals. We also encourage our objective and client clients to get to know oriented, not someone the CA. Learning about who simply sells products to their clients. their interests and inviting them to social 5. CAs must build trust with events will help build a strong trusting a financial advisor. relationship. Also sending a card for a special occasion like a birthday will give 6. CAs are interested in creative you more exposure and help further team and are determining thinking and new ideas your next steps. These are develop the relationship. both situations that financial 7. CAs are interested in building a strategic Finally, we recommend when developing advisors dread - finding and alliance with a professional financial COI, you start with the CAs of your attracting the right hire. advisor who is knowledgeable and clients. It is easier to develop a relationship What Next? has credentials (i.e. ClU, CFp). if you already have a common client. First of all, it’s imperative to Building trust with a CA will not happen do a full assessment of the We at The Personal Coach have developed an overnight. It will take several meetings position, outlining duties and entire program around the development of CAs before they will provide you with core competencies. (i.e. hours, and if you would like a copy please contact introductions or referrals. salary, expectations) You can Kelly Weichel at: kelly@thepersonalcoach.ca Continued on Page 4 tel: 519-576-2262 confidence@thepersonalcoach.ca www.thepersonalcoach.ca
- 4. WElCOME pROdUCTIVITY TIp: ask other employees for input. KEllY WEICHEl! pOST ClIENT Also, outline personality traits that would fit best with the please welcome MEETING NOTES team. The Personal Coach Kelly Weichel Team just hired a Marketing to our personal Specialist and while Coach team! experience and background is Kelly is working crucial, it was also important closely with our that we found someone who team to support would fit into the culture marketing, as well. As the saying goes, branding and our “always hire for attitude and client and public train for skill!” communications. Now that you have outlined She is also working closely with Fortunato your ideal candidate, where Restagno, our Branding Specialist, to do you find this person? Word manage marketing and print projects for of mouth is the best way our clients. to look for candidates. Let colleagues, clients and friends To learn more about Kelly and her background, know you are looking for please visit her profile on our web-site at: More than ever before, advisors are someone and outline the ideal www.thepersonalcoach.ca recording information from client candidate. You can also post meetings and phone calls in their the job description online or Client Relationship Management System. in the newspaper. An advisor PIECE OF MIND Compliance requires it! But why stop there? in a small town recently Why not share those notes with your client posted an ad for a new so they are on the same page as you? assistant, not expecting to get We call these “post client meeting notes”. much from it. A woman who was considering moving back During your meeting you have most likely to town ended up seeing it, discussed a number of topics, a few which applying and has fit in great! require action by the coach or client. You may be competing Will writing these actions down and sharing with large companies for by Fortunato Restagno them with the client, prove to be productive the top employees. If you and efficient? You bet it will. can’t compete on base salary, E-mail: confidence@thepersonalcoach.ca use other benefits to make for a template letter of a post client meeting note. your office attractive to potential hires. A fun team Personal Phrase of the Day environment, flexible hours, “The person who goes farthest is and opportunity to learn and generally the one who is willing to grow are all key factors in do and dare. The sure-thing boat attracting talented staff. I’m sorry but Mr. Evans is in never gets far from shore.” The Personal Coach team has a business coaching session working Dale Carnegie extensive experience in hiring. on building sales. Contact Kelly Weichel at: kelly@thepersonalcoach.ca for more information. Tel: 519-576-2262 Email: confidence@thepersonalcoach.ca
- 5. IT’S OUR 10TH YEAR ANNIVERSARY! This is only the beginning! The Personal Coach Team is thrilled to announce that 2012 marks our 10th Year Anniversary. We would like to take this opportunity to thank all of our wonderful clients and friends who have made this milestone a reality. We look forward to a bright future full of growth and opportunity. Thank You! from The Personal Coach Team Encouraging Confidence, Focus & Freedom View client comments on the next page!
- 6. The direction and focus provided by Juli over the last 6 years has helped Here is what some increase our revenues by 400%. We are well positioned for future growth and thanks to Juli “we are prepared” to thrive in a continually of our valued clients changing and challenging market place. Congratulations to Juli and The Personal Coach! wanted to say Peter Pearson, TPC Client for 6 years Pearson Financial Services Ltd., Squamish, BC We’ve been working with Juli Leith and The Personal Coach I attribute most of my success since I bought out my father in for over a year now and our experience to-date has been nothing short of 1999 to the coaching and insight provided by Art Schooley. fabulous.Her infectious personality and positive attitude can be felt the Before Art, the business ran me. Now, I run my business. minute you meet her. She takes the time to really understand the needs of In pursuit of this objective, he developed a customized plan, asked the our practice and tailors her recommendations to us. right questions and was unwavering in holding me accountable to the There’s nothing cookie-cutter about her approach and we’ve seen the things that I said were important. For any financial advisor considering results. Our production and productivity are up significantly and we taking their business to the next level, whatever that level may be, attribute that to her advice and guidance. The investment we made consider Art Schooley as your personal coach. in our business when we hired Juli has certainly paid off and we look Barry Fowler, First Client with TPC forward to continued growth in our practice in the years to come. Fowler Financial, Windsor, ON Angel Georgijev-Lowe, TPC Client for 1.5 years Georgijev Financial Group, London, ON Congratulations to Art and all the coaches and staff at Hello TPC Team, Happy birthday and wish you all continued success. The Personal Coach on attainment of your first 10 years of successful My father always preached, ‘together, we’re better’. That philosophy operation. I enjoyed my past client relationship with certainly applies to our relationship! The McHugh Group has achieved April Lynn-Levitt and credit her coaching skills for our recent success significant and continued success over the last many years thanks in part in transitioning our sales agency into a professional fee for service to Kim. TPC and it’s great people played a very important role and financial planning firm. The Personal Coach helped make my we thank you dearly for your contribution. We are very much looking business plan come alive. forward to the next 10 years with you. Randall Reynolds, TPC Client for 2 Years Corey McHugh, TPC Client for 5 years FAB Planning, a division of FAB Financial Advisors Brokerage Group The McHugh Group, Pointe-Claire, QC Inc., Vancouver, ON As someone who has worked in the industry for over Congratulations to everyone at The Personal Coach. 25 years, running his own practice for the last 10, it is amazing what Celebrating your 10th anniversary is a testament to the value of your you can learn when you have someone that can help open your eyes to a services and the quality of your people. We look forward to continuing bigger and better future. It is obvious to me what has made to benefit from your experience and expertise for the years to come. you successful, and will continue to make you successful for Mich Landry, TPC MasterPoint Branding Client for 1 Year many more years to come! Independent Accountants’ Investment Counsel, Listowel, ON Jim Kilgour, TPC Client for 3 years Advanced Benefits, Waterloo, ON Kim is a very talented coach, she made a great analysis at assessing Congratulations on a great 10 years. It’s been a pleasure working my practice, gave me precise recommendations and action plan that is with Juli. I love her professionalism. I’m seeing great results in a compatible with my business values as well as my client approach. relatively short period of time. I’m excited for the future. Her insights moved my business forward , working with her was Nino Ardizzi, TPC Client for 1.5 Years a great investment Dundee Wealth Management, Toronto, ON Claude Kayal, TPC Client for 8 years Kayal & Associates, Montreal QC Congratulations to “The Personal Coach Team” on your Art’s success over the past 10 years doesn’t surprise me. 10 year Anniversary. Thank you for giving me the tools to master His qualifications as a business trainer were well established over my craft as an advisor. Working with April has given me the many years at a large Canadian financial services company confidence and direction to achieve the goals in my practice. before he started his own successful firm. All the Best in your next 10 years!!!! Jim Rogers, Industry Associate Rogers Financial Group, Vancouver, BC Kelvin Krips, TPC Client for 2 years Integrated Benefits, Red Deer, AB