The document provides information on prospecting and developing a target market for a business. It discusses identifying prospects from a natural market of friends and contacts, using friendship farming to meet new people, employing a friendship borrowing system to get referrals, and utilizing professional prospecting tools from the company. Specific techniques are outlined, including developing a list of 100+ names, qualifying the top 25 prospects, using the FORM method to connect with strangers, and applying the STEAM questions to generate referrals. The importance of ongoing prospecting to sustain business growth is also emphasized.

1. Business Format
System
Overview
New Associate Training Series

2. 22
Sales vs. Marketing
Whereas the Sales Process is everything
you do with a potential client to help
them come to a purchase decision and
get a signed contract or paperwork,
Marketing is everything you do to ensure
a continual flow of new prospects, or
potential clients and prepare them for
the sales process.

3. 33
Four Keys to Building a Successful
Business
1. Find a plan that works
 Find examples of success and study what they
have done to succeed.
 Imitate successful strategies.
2. Do it over and over again
 Develop a written game plan.
 Write and read an affirmation statement twice daily.
3. Lead by example
 A united strategy builds momentum.
 Develop a team identity and tradition.
4. Think big
 Be a visionary.
 Build a big team to build a big client base.

4. 44
WFG: A Powerful Business Model
By employing a combination of three successful
marketing strategies, WFG has created a highly
innovative business hybrid.
1. Retail marketing – Clients go to a specific
location to do business.
2. Direct Marketing – Business people contact
prospective clients they don’t know via email,
phone, mail, etc.
3. Relationship Marketing – Relies primarily on
the warm market approach and word of mouth.

5. 55
The WFG Business Format System
The WFG Business Format System (BFS)
is our proven step-by-step marketing,
recruiting, and business building blueprint
to help grow your business. It consists of
6 Steps and 8 Filters.
The rapid relentless repetition of these six
simple recruiting steps can lead to the
building of a big business with many
distribution outlets.

6. 66
BFS Six Steps
1. Prospecting
2. The Approach / Contact
3. The Presentation
4. The Follow-Up
5. The Start-Up
6. Duplication

7. 77
WFG Business System
The WFG business system
looks something like this:
New Associate Personal Financial Review
Presentation
Contact
Prospect
Top 25 List
YOU

8. 88
The WFG Challenge
 Increase Your Will to Win
 Develop a Passion for our Mission
 Understand and Execute Your Commitments

9. Business Format
System
Prospecting
New Associate Training Series

10. 1010
Prospecting
Prospecting is the process of identifying
qualified people to call on who may
potentially become Associates or Clients.
Just as a retail store must have tangible
inventory, in your WFG business, you must
always have a solid inventory of
prospects.

11. 1111
Developing a Target Market
In WFG, successful Prospecting can be divided up into Four areas:
1. Natural Market
This market includes friends, neighbors, relatives, co-workers,
social contacts and business contacts.
2. Friendship Farming
Transforming strangers into friends to create a new natural market.
3. Friendship Borrowing System
Relationship marketing through the third-party referral system.
4. Professional Prospecting
Using WFG-approved tools such as videos, ads, letters and
the WFG websites to expand your prospecting pool.
1111

12. 1212
Natural Market
Creating a target list should be a top priority for any new associate,
and the easiest, most natural place to begin is in your Natural Market.
Important keys in developing your prospect list:
 Add names, don’t eliminate them.
Think of the names of people with whom you would like to do business or
who could benefit from the services World Financial Group associates
provide. Resist the tendency to eliminate people from your list. Remember
it’s not just about who you know but also who they know.
 Complete your top prospect List with your leader
Most people know hundreds of other people. If you were going to make a
wedding invitation list, you would probably have more names than you
could invite. Look at your mobile phone contact list. You know lots of
people.
 Use the “Executive Memory Jogger”
to add as many names as you possibly can. 1212

13. 1313
Natural Market
 Qualify and Identify the Top 25 on your list
Your list should have a minimum of 100 names to start.
Once you develop your list, you will need to identify the
top 25 and begin contacting them immediately with
your leader.*
There are 8 Qualifiers to help identify top prospects.
1) 25+ years old 5) Income
2) Married 6) Ambitious
3) Children 7) Dissatisfied
4) Home Owner 8) Entrepreneurial-minded
* Contacting will be covered in Step 2.

14. 1414
Friendship Farming
The System to Turn Strangers into Friends
As you go about your normal daily activities, be on the lookout for people with whom
you can strike up a conversation. It is important that you be genuinely interested in the
person to whom you are speaking. Make a connection and build rapport with them
before you go to message.
There are four conversation points to keep in mind when casually visiting with a
stranger. This is called the FORM System.
F Stands for Family. You might ask about his children,
did they grow up here, etc.
O Stands for Occupation. What does she do for a living?
How Long? Does she like her job?
R Stands for Recreation. Perhaps you have a common
recreational interest.
M Stands for Message. Tell the prospect what you do to
pique his interest. Get his name to call or visit in the
future and share the rest of the story.

15. 1515
Friendship Borrowing System
The ability to obtain referrals is one of the keys to your long term success.
Referrals will provide you with an endless supply of prospects for recruiting new
associates and product sales. The STEAM System can be used to generate
referrals, by asking people the following questions.
S Sales. Who do you know who is a great salesperson? What did you
buy lately? Who sells himself/herself well?
T Teacher. Who comes to mind when I say teacher—school teachers
or anyone who teaches well?
E Enthusiastic. Who is the most enthusiastic person you know, someone
who is always positive and always has a great attitude about life?
A Ambitious. Who do you know who really wants to be a success, or is a
success, the person who goes to bed the latest and gets up the earliest?
M Money motivated or needs more money. Has one of your friends been
talking about needing extra money? Who just sent kids to college?
1515

16. 1616
Professional Prospecting
Using the many powerful WFG Communication tools can greatly assist you in
building your World Financial Group Business.
 WFG contact videos / DVDs
 Internet marketing through WFG-online.com
 Approved prospecting letters
 Approved advertisements
 Company approved marketing materials
 Company approved magazines and articles
related to WFG
 Company approved sponsorship tie-ins

17. 1717
Professional Prospecting
Many WFG associates have previously worked in the financial services
industry. As a WFG associate, you, too, may find success in recruiting from
these industries, but it’s important that you understand each of these markets
and how to approach them before you do so.
 Life Insurance Professionals
 Securities and Investment Professionals
 Accounting, legal, and other high-quality
Professionals
 Mortgage Specialists
 Financial Planners
 Property & Casualty Agents
 Estate Planning Specialists
 Qualified Plan Specialists

18. 1818
Effective Ways to Handle
Objections
 You must be completely scripted.
 You must be familiar with the common objections people
will give you.
 Never answer a question with a statement; answer it
with another question.
 Listen twice as much as you talk.
 You must be more certain about your proposal than the
other person is about objecting.
 If you don’t know the answer, write down the question
and follow up later with an answer.

19. 1919
PROSPECTING NEVER ENDS
 If you don’t have any names to call on, you
are out of business.
 Use these techniques daily to develop a
never-ending supply of prospects.
 You’ll always have someone to call or
somewhere to go.