By John Capuano, Co-Founder of Simplicity Lone Beacon
This year alone, we’ll have collected thousands of leads that represent billions of dollars in assets for financial firms… but a lot of them will be squandered. We’re a sales and marketing company, but what separates us from all others is that we know how to decipher and act on data. Data is a resource that is at our fingertips, and the way data is accessed today is a lot different than in the past.
Most financial firms, big and small, are riveted solely on “the number of NEW prospects that are entering into a system”, and not nearly enough attention is given to the first-party data that is right in front of them.
Our average firm doubles the amount of annual assets raised within three years, not necessarily because of new leads…but because they become more introspective on consumer behavior, and execute sales and marketing plans based on that behavior.
If you can identify these four items you will be on the right track to become more successful:
- What’s the amount of time it takes your average prospect to become a client?
- At what point do you lose people in the sales process? And why?
- Do you really know what your top clients have in common (ex: geography, occupation, social nuances, etc.)? And are you using that info deliberately to grow your business?
- What type of information do your clients consume? And how do they consume it?
All of this information is extremely accessible. And if you have the discipline to create a plan to improve and monitor these four elements you can become elite. So before you spend any money or time on new ways to get leads…consider the “four questions”.
About the Author: John grew up in Schenectady, NY & received a scholarship to Norwich Academy. He began his broadcast management career at WOR, learning spoken word marketing from the best in the business with a specialty in financial and long form. John managed broadcast sales for some of the best known sports teams in the world, at the most legendary stations. However his true passion is in the world of direct response advertising to baby boomers and their parents. In this space he has worked with some of the best brands in America. John lives in Boston with his wife, Melissa who is also a broadcast executive, and French Bulldogs Lou and Sal.
