This document is a presentation by Jerry Goldberg for the STAR Study Group at the Ritz Carlton Hotel in Naples, Florida in February 2014. The presentation discusses building an advisory firm brand through team approach, networking, marketing, and consistent branding methodology. It highlights challenges of managing teams and maintaining personal production. The goal is to build a team of advisors who share the same beliefs and commitment as Goldberg rather than just having a career in financial advising.

1. A Presentation By:
Jerry Goldberg
For the benefit of:
STAR Study Group
Ritz Carlton Hotel
Naples, Florida - February 2014

4. beard

6. What I am doing
and
Why I am doing it

9. "The man on the top of the
mountain didn't fall there"

10. Entitlement Vs. Reality

12. • Average age of advisors is 50.9 years old
• 43% are age 55 and older
• Approximately 22% of advisors are 40
years old or younger

14. Glen Garry Glen Ross

15. BACK TO BASICS

16. People don’t buy into
what you do…
People buy into
why you do it.

18. “Our Brand”




Objective
Markets
Branding Methodology
Branded Presentation

19. Objective
 Team Approach
 Team Input
 Multiple Levels of Talent/Resources
 Succession Opportunity

20. Marketing
 Networking Events
 Seminars
 PAA (CPAs, Attorneys, P&C)
 Orphan/Dormant/B,C Clients
 Referral Harvesting
 Business Listings

21. Branding Methodology
 Branded Identifiers
 Defined Content and Delivery Style
 “Who We are and Why”
 Define Our Difference
 Manage Expectations
 Follow Process

22. Branding Presentation
 Consistent Introductory Content
 Introduction to GFA Process (Video)
 LEAP/Wealth and Wisdom/Advocacy
 Conversational Discovery
 Data Gathering
 Expectations/Next Steps

24. GFA Introduction Video

27. Looks great on paper...

28. Challenges:
 Managing the Managers
 Time Management
 Maintaining Personal Production
 Staying Committed

29. My goal is not to build a team
with those who want a career
doing what I do.
My goal is to build a team with
those who believe in
what I believe.

30. Questions?
Jerry Goldberg
jgoldberg@htk.com
www.GoldbergOnline.com
Ph. 732-578-9870
Edison, NJ