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Grow your business!
National Bank Financial
Toronto
Feb. 13,2013
Redefining Financial Relationships

• Introduction…who cares?
• The state of business development in 2013
• Engage your existing clients and grow your business
• Attract more referrals
• Find your CFO/CEO hat
• Get and use client feedback
• What does “social media” mean for your future?
Agenda:

Accretive Advisor™ is committed
to helping Investors and their
Financial Advisors create more
successful financial relationships.
• Our goal is to redefine the
relationship between investors
and their financial advisors.
• We provide the resources and
facilities that enable Investors
who are serious about their
money and Advisors who
are serious about their
business, to find
each other.
About Accretive Advisor
ACCRETIVE: ‘WORKING TOGETHER TO ACHIEVE MORE’

George Hartman & Tom Reimer
Managing Partners
Accretive Advisor Inc.
Through our combined 70 years working
in the financial services industry, we have
seen the great things that can happen
when an Investor and an Advisor share
high levels of trust and confidence.
Advisor Universe
• Our mission is to help great financial
advisors become extraordinary advisors in a
supportive, collegial community.
• An Accretive Advisor is part of a
community of financial advisors
who take their business seriously.
About Accretive Advisor

Is this you?
 I have spent the past (fill in your own number) of years
building what I thought was a successful practice. Now
my client base is:
Not valuing my advice
 Aging
Converting assets into retirement income
Transferring their money to children with whom I have
no relationship
Dying
Refusing to come back into the market / Looking for
lower risk investments
Leaving me for another advisor

Is this you?
 I spend more time on administration and client service
than giving advice and developing business
 I feel like the business is running me – rather than the
other way around
 My work/life balance is way out of whack – it isn’t much
fun anymore
 I have no idea how I will realize the value of this business
that I have spent years building

Growing your business in 2013
The old ways just don’t work anymore!

Cold Calling

Direct Mail

Email Marketing

Newsletters

Seminars

Referrals
If You Don't Exist On The Web, You Don't Exist!

Grow your business…from within…or from without!
www.accretiveadvisor.com

40%
48%
9%
2% 1%
0%
20%
40%
60%
80%
100%
Critical Somewhat
important
Neutral Not very
important
Not at all
important
Good News…your clients need you!
Source: The Economics of Loyalty Canada, Advisor Impact, 2011.
Your advice is perceived as Critical and Important in achieving their goals

1. Engage
more clients
2. Leverage
already
engaged clients
16
Two strategies to grow your business

“Satisfaction” has very little to do with “Growth”
0%
20%
40%
60%
80%
100%
1-5 6-7 8-9 10
Percentageprovidinga
referral
Satisfaction rating (out of 10)

Engaged
18%
Satisfaction/
Loyalty
Referrals
Disgruntled
12%
Complacent
14%
Content
56%
20
“Engagement” is the new metric for growth

Engaged clients:
• are among the most satisfied and loyal clients
• place a high value on advice relative to the fees they pay
• put the advisor in the role of „trusted advisor‟; co-ordinating
across other professionals
• use their advisors on a multi-generational basis
• are more likely to have a financial plan
• trust you with a major share of their assets
• provide almost all referrals made across the industry
21

Engage
Connect
Lead
Partner
You‟re in control: Driving engagement in
your existing clientele
22

Connect:
Engaged clients are more likely to expect
and receive more plan reviews
24

Connect:
Engaged clients want an advisor who quarterbacks
their other professional relationships
25

Connect:
Engaged clients are more likely to work with their
advisor on a multi-generational basis
26

Connect:
Engaged clients are more likely to have a formal
financial plan
27

…and don‟t forget the wives!

43%
49%
43% 44%
37% 22%
41% 40%
0%
20%
40%
60%
80%
100%
Disgruntled Complacent Content Engaged
Percentageresponding„yes‟
Somewhat Important Critical
Q. How important is it to you that your advisor demonstrate strong leadership?
30
Lead:
All clients are looking for guidance from a strong
leader

14%
53%
70%
87%
0%
20%
40%
60%
80%
100%
Q. Do you consider your advisor a strong leader?
31
Lead:
…but not all are getting it!

55%
38% 39%
52%
12%
4%
6%
12%
0%
20%
40%
60%
80%
Percentageofrespondents
Somwhat Important Critical
Q. How important is it to you that your advisor asks you for feedback/input on the service that he or she provides?
33
Partner:
All clients want a say

29%
47%
45%
76%
34
34
Partner:
…but most have never been asked for feedback!
Q. Has your financial advisor ever asked you for feedback on the service that he or she provides?

1. Engage
more clients
2. Leverage
already
engaged clients
35

20%
58%
75%
91%
21%
14%
17%
34%
3%
7%
0%
100%
Percentageofrespondents
Somewhat/Very Comfortable Referring Ask for a Referral Has Referred
36
Focus on activating referrals from those most
comfortable giving them

37
Clients want to help their friends and advisor
Q: Which of the following best describes the motivation behind providing a referral to your advisor.
40%
55%
5%
0%
10%
20%
30%
40%
50%
60%
My advisor has done a good
job for me and I want to
return the favor by helping
him/her build the business
My friend had a financial
need and I wanted to provide
him/her with a possible
solution.
Neither
Percentageofrespondentswho
providedareferral
37
Source: Advisor Impact, Economics of Loyalty Canada: 2011

38
Clients must see a real need for your advice
Q: What were the circumstances of providing the last referral?
38
38
44%
42%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Friend asked for a
recommendation
Friend described a financial
challenge
Advisor asked for a name
Percentageofrespondentswhoprovided
areferral
Source: Advisor Impact, Economics of Loyalty Canada: 2011

Tapping into the opportunity:
Just ask…but don‟t ASK!
“I noticed on our client feedback survey that you're willing to refer
your friends and family to us…”
39

Develop a formal Client Feedback program
www.accretiveadvisor.com

46
Client Audit: Getting started

47
Client Audit: Select questions

48
Client Audit: Survey invitation

50
Client Audit: Program summary
and Client profile

51
Client Audit: Reports & tools

A comprehensive Client Snapshot
provides a high-level view of your
business, showing aggregated
information across all questions and
then broken down by core objective:
driving engagement, structuring and
streamlining service and increasing
revenue and referrals. A separate report
captures all verbatim comments in a
single location to help you quickly
identify trends.
52
Client Audit: Client Snapshot

You can see a completed survey for any
client who responded to the survey simply
by selecting the client name from a
dropdown list. Use this report for an in-
depth understanding of your most
engaged clients or to identify potential
problems with clients at risk.
53
Client Audit: View completed survey

Use this report to view a list of all clients
at risk, based on their overall
satisfaction ratings. Assess current and
future flight risk and identify those clients
who should receive a direct follow-up
call to discuss potential concerns.
54
Client Audit: Identify clients at risk

Run target lists of all clients who are
interested in individual service or cross-
selling opportunities. Using this report
you can identify those clients who have
specifically expressed an interest in
learning more about the services that
you provide.
55
Client Audit: Uncover cross-selling opportunities

Run a personalized meeting plan that
will allow you to conduct a more
effective review meeting, picking up on
key responses from clients –
satisfaction, expectations and revenue
and referral opportunities. Use this
report to focus your follow-up
conversation in a way that will drive
deeper and more productive
conversations with
your clients.
56
Client Audit: Personalized meeting plan

57
Client Audit: Leveraging your reports

Using Social Media
to grow your business

Social media allows more opportunities for
connection. That is a financial advisor's bread
and butter

Financial advisors report high adoption levels of
social media for business

LinkedIn is the preferred social platform among
financial advisors

Social Network Use by Business Purpose

New Clients Gained Through LinkedIn
Has your use of LinkedIn
for prospecting helped
you gain new clients?

10 characteristics of
Top-Performing Advisors
1.Have a clear vision for your practice
2.Work on as well as in your business
3.Create a strategy to realize your vision
4.Understand what your target market wants
5.Define your value proposition -
services, products & processes

10 Things I‟ve Learned from
Top Performing Advisors
6.Build a marketing plan to attract the clients you
want
7.Use a disciplined methodology
8.Make every client relationship profitable
9.Recognize clients‟ lifetime value
10.Create clients for life

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