You may be curious how a CPA becomes and expert in marketing, a science that requires interaction with other human beings Fact is, I wanted to be an actuary, but my mother felt I had too much personality for that and enclouraged me to be a CPA Let me tell you how I came to exit the CPA business. I cam home one day…. If you would stop fooling around, I could get started with my talk To open, I guess its appropriate to make an initial comment about our government given that we’re in washington. Now many proploe creiticize our government but other governments are quality of far greater foibles. For example, the european union has apprently previaled on the britich government to have its drivers now drive on the left side of the road. But because of an uproar by the british population, the government had decided to phase this in over three months. Trucks first.
1. Pick a niche and be consistent—not business owners and high net worth individuals e.g. --business owners with sales of $10 to $100 million in the construction industry --cosmetic surgeons --McDonalds Franchise Owners --people in my town with net worth of $5 million or more if you’re in a small town 2. Products C-pass Premium financing Option-Grat Leveraged bonus plans 419 plans IDEAL pLAN 3. Marketing methods—since statistics tell us that 80% OF HIUGFH NET WORTH FINANCIL BUSINESS IS REFERAL based, that’s of course a primary way for you to do business but we will expand a lot on that a lot. How many of you focus on business owners? One of my favorite clients was a business owners who had gown a very successful business. On the day of his daughters wedding…. Cerulli 75% of advisors offer the same products and services Those who have a specialty earn 50% more This is counterintuitive SPECIFICITY = CREDIBILITY 4. Dick Heckman 5.How many of you have heard this before. How many feel you could benefit by specializing further? The reason you don’t—it’s an american addiction to keep your options open. But do you notice how much better your marriage gets when you stop dating? I recommend you pick a niche, speciality and get committed. You will become a magnet for business and I’ll show you how. 6. SCARCITY--The other reason you don’t specialize is that we all have some degree of scarcity mentality. If you limit your target, you’ll have less business to do. Like the chinese finger toy.
How long do you think it takes to write a book? This takes about 20 hours How to leverage 1.With your referral base 2. With your clients 3.With specialized press—ie. Cosmetic surgery monthly 4. List at amazon and B&n 5. USE IN ANY INTRO AND BIO—does it matter if they read it? My story—call from Planco Not doing this is pure lunacy.
Speak within specialty venues-where it counts—within your target market So much easier to get speaking gigs when you have a specility and send your book with your proposal to speak If you have no already done this In established CE venues for CPAs and attorneys—I called my state CPA society for CE At CPA and attorney conferences Your own CE classes Ce FORUM—MONTHLY EVENT- you are the MC By the way—how many of you attend conference like MDRT or AALU? In those venues and at this meeting, no one will buy anything from you. I WANT YOU TO GO TO THE construction machinery owners conference and get a booth and get a talk there. They will buy something from you!
This is appropriate if you are in a small town and your market is a geographic one—i.e. town of 100,000 people.
Again, focus on your target market, have a speciality and they bite Okay if you had the asset protection column in the cosmetic surgeon magazine? Do you have to write anything? No Guru.com, elance.com
Let someone else do this work 15 hours a month at $50 an hour=$750 a month Would that be worth it to you if they got you in front of 5000 members of our target market either in print or in person?
You have got to stay in front of your referral base, your industry press, your clients, your prospects Does anyone here have people that know you, you want to do business with them, they would make excellent clients and they are not yet clients? Would it help if you were in their face impressing them each month? Make sure the newsletter is from you and is direct response—not just informational. Articles should show applications of techniques and results. Of course you offer more than one product and the newsletter is a mechanism to both entrench your speciality and at the same time show your breadth
How many have web sites? Must have. Financaial Visions
Referral marketing is great but if you want to take greater control of your business and go righjt to your buyer: Form a research effort to telemarket or mail to your target market Example—do you think that the guy who is the head of business development of a company that’s doing well financiAlly is being well rewarded? SO WHAT IF YOU HAD A CALLER call the VPs of business development of public cpompanies that all had an invctreas in sales of 20% or more and ask them survey questions, that they are callking from the Buswiness deevelopment Best Practices Instuitute and that for answering a few questions, a copy oif the research will be provided to them. What if you did the same with top sales people—you had a colleg kid call into the fortune 1000 and ask to speak to their top sales person. Same thing—they do research and get a profile of these people, along with their contact information.
You will have a colleg kid do this. You give them a list or have them help you make a list of your dream 100 clients. You drip on them until they respond. www.orientaltrading.com Your dream 100 may be identified by your research One enterprising agent used this approch to get an appointmen6t with one of this dream 100 clients. AQt their meeting the executive said, you know you ‘re quite priveleged to get into see me. I refused the calls of 6 other insurance professionals today. The agnet saius I know, I’m them.
Let tjem do consumer marketing Half of the welathy people in this country you will rich via professional referral, the otrher half are not connected. They don’t use a high profile CPA firms and they don’t have re;lationships with attroneys So have your junior guy
I did seminars for 15 years tragting the public. Most of the people in the room had net worth of $1.5 million or less. But there arde 2 or 3 in every corwd that are in the $ to $15 million category.
Direct mail offering an educational booklet with your picture and name Send to a group of annuity owners—offer booklet annuity owner mistakes
Same offer educational booklet
Attorneys and CPA—drill further with client appreciation dinner JACK Keeters results Made the attny look good—generated business for him Got 48 appoiiuntments—made $120,000 from that dinner and I’m not fdone meeting with everyoine yet 2. I suggest you’ve been thinking too narrowly. Hosts are people who have the clients you want Hosts are people that you can do somehting of value for In return for threm sendin you their businbess 2. Business brokers—cant you help them add value to their pitch to get a clkient by shwoing them how to get cash out of a corporation on a tax advantaged basis—section 83 or use qualified money to purchase life inusrancxe that can later be distributed on a tax advantaged basis
1. Attorneys and CPA—drill further with client appreciation dinner 2. I suggest you’ve been thinking too narrowly. Hosts are people who have the clients you want Hosts are people that you can do somehting of value for In return for threm sendin you their businbess 2. Business brokers—cant you help them add value to their pitch to get a clkient by shwoing them how to get cash out of a corporation on a tax advantaged basis—section 83 or use qualified money to purchase life inusrancxe that can later be distributed on a tax advantaged basis
1.My buddy with CFSB 2.2000 broker dealers in the US—be their insurance guru 3. Fee only planners—find the napfa guy ion your communicty 4. You need to make sure you know form each client—who is your stockbroker, your investment banker, your hedge fund manmager
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Source: PGA Tour 2003
1 Vijay Singh $7,573,907 69.11
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254 Dan Halldorson $5,640 74.36