1. Copyright © 2015 Akina “Mercury Financial Group Way” Business Development Workshop June 9, 2015

2. Copyright © 2015 Akina Page 2 Confidential Session Objectives -Target Market & Profile – Ideal client and A-Level advisors -Discovery, Conditioning & Coaching Questions – process and standard questions for disciplined qualification -Messaging – a clear and memorable value proposition through Story Telling -Relationship Mapping – a system to measure, monitor and invest in building Relationship Value Capital building with A- Level contacts -Sales Planning – territory and time management best practices to get organized -Sales Roadmap & Scorecard – business development action planning and accountability metrics

3. Copyright © 2015 Akina Page 3 Confidential DNA of Business Development Target Relationship Building Transition Sales Execution Closing the Deal Identify contact within your target market and find the “in” that establishes affinity or interest in having a relationship Build and nurture the relationship with authenticity and provide solutions to problems that should be solved Be aware of any triggering event that happens that aids in identifying a legitimate need, problem, opportunity, etc. Execute a sales process that may include introductions, content, pitches, solution planning and proposals Close business when you satisfy the 6 Qualifiers: - Problem - Solution - Urgency - Access - Expectations - Budget Time Stage

4. Copyright © 2015 Akina Page 4 Confidential Principles of Effective Business Development -Authentic Relationships -The Platinum Rule and Use of Effective Questions -Finding the Authentic Reason and the 3 INs -Providing Other-Centered Solutions -Securing the Definitive Next Step

5. Copyright © 2015 Akina Page 5 Confidential Four Sales Objectives -Profile a book of business -Get an introduction to a qualified client -Get in front of a qualified client to present a wealth advisory idea -Meet to close the business

6. Copyright © 2015 Akina Page 6 Confidential Buying Triggers -Concern or unmet desire with current state -Known risk -Lack of confidence in current service provider -Interest in maximizing income -Curiosity -New approach -Innovation -Creative options -Assurance -Second set of eyes -Audit -Nibble/Bite -Attraction -Recommendation from a trusted resource -Observation of recent success -Others?

7. Copyright © 2015 Akina Page 7 Confidential “Must Haves” to Close -6 Qualifiers -Problem -Solution -Urgency -Access -Expectations -Budget -Decision Maker Map -Emotional/Political landscape -Influencers/Gatekeepers -Decision making criteria -Buyer Readiness -Urgent problem -Believe in your solution -Rate = Value -Credibility -Due diligence

8. Copyright © 2015 Akina Target Market & Profiling

9. Copyright © 2015 Akina Page 9 Confidential Your Ideal Financial Advisor -What is the ideal client profile for your best fit Financial Advisors: -Net worth -Demographics -Situation/life stage -Other -Which of your Financial Advisors have several clients that match this profile? -Which of your Financial Advisors have made qualified client introductions in the past? -Which of your Financial Advisors are prone to “be their word”? -With which Financial Advisors do you most enjoy working? -Which of your Financial Advisors share the same values as Mercury Financial Group? -Which of your Financial Advisors would be a strategic good fit long term for you to develop?

10. Copyright © 2015 Akina Page 10 Confidential Top 20 Financial Advisor Contact List Name Company/ Firm ABCNotes

11. Copyright © 2015 Akina Discovery, Conditioning and Coaching Questions

12. Copyright © 2015 Akina Page 12 Confidential Asking Effective Questions -Platinum Rule -Engaging Emotions -Credibility – Character and Competence -Non-Verbal Communication -Active Listening -Ears and Mouth Proportionately -Discovery Questions -Learn/Uncover -Find an “IN” -Conditioning Questions -Set the stage for your unique value proposition -Condition a bias to listen/choose you -Coaching Questions -Capture momentum to get the introduction scheduled -Help the advisor anticipate and prepare for how to overcome objections

13. Copyright © 2015 Akina Page 13 Confidential Sample – Discovery Questions -Tell me your back story. How did you get to your current position? -What do you like best about your company? -What do you like best about your role? -Where do you hope to be in the next 5 – 10 years? -How is the year going so far? -What are your top priorities balance of year? -What do you like to do when you aren’t working? -What is your ideal client profile? -How many clients do you have that match your ideal client profile? -What are some of the most pressing issues facing your ideal clients? -What is your best experience working with outside Wealth Advisors? -How do you choose when to introduce your clients to new Wealth Advisory services? -If you were going to consider a new outside Wealth Advisory firm, what would the firm need to bring that is new or different than your current relationships? -What would WOW or delight you from a Wealth Advisory firm?

14. Copyright © 2015 Akina Page 14 Confidential Additional Discovery Questions - - - - - - - - - - - - - - - -

15. Copyright © 2015 Akina Page 15 Confidential Sample – Conditioning Questions -On a scale from 1 – 10 how important is: -Having a comprehensive wealth management plan for your ideal clients -Minimizing risk/taxes for your ideal clients -Increasing your personal compensation -How confident are you that your ideal clients’ current financial plans are on track to match your priorities? -How many ideal clients have a share of wallet opportunity that you aren’t yet capturing? -What ideal clients are your competitors actively targeting? How do you keep apprised of what your competitors are doing? -How often do your ideal clients seek your counsel beyond their financial plan? -When was recent time when an ideal client acted upon your advice? What happened? -How many ideal clients would be willing to expand their wealth advisory services based solely on your advice? -What are you currently doing to treat your ideal clients’ insurance plan as an asset class in their financial plan? -When is the last time you reviewed the performance of your ideal clients’ life insurance?

16. Copyright © 2015 Akina Page 16 Confidential Additional Conditioning Questions - - - - - - - - - - - - - - - -

17. Copyright © 2015 Akina Page 17 Confidential Sample – Coaching Questions -What will you say when you reach out to an ideal client to set up a time for us to meet? -What push back might you encounter when you invite the ideal client to a meeting with us? -How would you respond to the push back? -What should our follow-up communication plan be to keep the process moving forward? -

18. Copyright © 2015 Akina Messaging & Conversation Tools

19. Copyright © 2015 Akina Page 19 Confidential Your Background -Be ready to tell your story and journey to Mercury Financial Group. -Why you are interested in your work -What you enjoy most about Mercury Financial Group -What strengths/talents/traits you have been historically known for at work, working with others -What are your core values and philosophies to doing business -What creative ideas do you have that you are interested in sharing and exploring with the right Financial Advisors -Where you see yourself in the next 5 – 10 years -What you enjoy doing when you aren’t at work

20. Copyright © 2015 Akina Page 20 Confidential Creating Conversations -Accelerating Introductions -I don’t think I’m adding enough value to your business, and I want that to be different. -What ideal clients haven’t I met yet that we could work on together to bring a more comprehensive wealth advisory approach? -What ideal client situations should we be revisiting? -Investigative Reporter -Seek opinion/advice -Ask a provocative conditioning question -Be message ready with a best practice, insight or wisdom -Dream Out Loud -Authentic acknowledgment -Communicate goal/vision -Ask for opinion/advice -If you were me…

21. Copyright © 2015 Akina Page 21 Confidential Story Telling -3 – 5 Stories ready to tell -Key Financial Advisor success -Key Financial Advisor’s client success -Responsiveness/proactive communication -Total value/client care -Recent Financial Advisor feedback/accolade -Using the SAI Model for Story Telling Situation Action Impact

22. Copyright © 2015 Akina Page 22 Confidential Quick Pitch & What’s New Quick Pitch -15 – 30 second message -Answers the “What do you do?” question with a response to the “What problem do you solve for whom?” question -I (verb) (target ideal clients) (problems solved) -Why you? What’s New Message -15 – 30 second message -Answers the “How are you?” or “What’s new?” question with a punchy, pithy, positive headline -Professional News -Personal News

23. Copyright © 2015 Akina Page 23 Confidential Quick Pitch (What Do You Do?) PersonalTechnicalFirm What Problem Is Solved For Whom How It’s Done Why It’s Compelling Feedback Received How It’s Done Why It’s Compelling Feedback Received How It’s Done Why It’s Compelling Feedback Received

24. Copyright © 2015 Akina Page 24 Confidential “What’s New?™ Messaging” “What’s New?” News-Firm Updates -Innovations -Personal News Recent Wins-Client Wins -Project Wins Current Work Projects -Interesting projects -How you are spending your time What’s Best about the Firm -Culture -How this Firm differs from others Looking Forward -What’s on the horizon -What excites you about the future

25. Copyright © 2015 Akina Relationship Mapping

26. Copyright © 2015 Akina Page 26 Confidential Relationship Value Capital -3 Currencies -Revenue -Relationship -Reputation -3 Relationship Measures -Intimacy -Influence -Invested In Working With You -5 Levels of Relationship Value Capital -Level 5 – SuperFan/Champion -Level 4 – SuperFan/Ally -Level 3 – Fan -Level 2 – Friend -Level 1 – Acquaintance

27. Copyright © 2015 Akina Page 27 Confidential Relationship Value Capital LevelIntimacyInfluence Invested in Working With You 5 Connected to spouse, children, extended family Close enough to travel together Trusted Advisor Clients routinely call for life advice Exceptionally organized/ disciplined in client service Regularly introduces new advisors to clients Proactively shares client information for joint selling Routinely promotes you to clients and other advisors 4 Connected to spouse Dinner, weekend, evenings, social activities Trusted Advisor Clients will call for life advice Highly organized/disciplined in client service Often introduces new advisors to clients Will share client information when prompted for joint selling Promotes you to clients and other advisors 3 Social 1:1 relationship Dinner, weekday, evenings, social activities Preferred Financial Advisor Clients call for financial advice Organized/disciplined in client service Has introduced new advisors to clients Selective client information sharing Will communicate positively if asked by others 2 1:1 relationship Lunch/Coffee Competent Financial Advisor Advisor initiates calls to clients Fairly organized Expresses interest in making introductions Limited client information sharing Is neutral to positive in communication if asked by others 1 Limited 1:1 relationship Site meeting, phone calls Average Financial Advisor Infrequent calls with clients Disorganized No visible interest in introducing Little to no client information sharing Is neutral to non- communicative if asked by others

28. Copyright © 2015 Akina Page 28 Confidential Relationship Value Capital Rating Name & Company IntimacyInfluence Invested in Working with You

29. Copyright © 2015 Akina Page 29 Confidential Relationship Value Capital Elevation Status Elevating the Relationship Level 5 SuperFan/ Champion Inquire, invest, include Innovate and invent Co-create networks Proactive research and collaboration Level 4 SuperFan/ Ally Create, communicate Engage with networks Investment in professional advancement Scenario planning, issue spotting Level 3 Fan Scheduled touches Introduce to networks Standing offers to engage Ideas to advance professionally Level 2 Friend Access and visibility to your availability Integrate as you are going with networks Ideas to advance professionally Level 1 Acquaintance Give away something to gain more access Create visibility to networks Ideas to advance professionally

30. Copyright © 2015 Akina Page 30 Confidential Navigating RVC Challenges -The “do nothing” phenomenon that “green arrows” (healthy market) do to FAs -Lame/lazy FA tendencies to not genuinely care about the total well-being of their clients -How do you know when you have a WOT (waste of time) FA on your hands -Advisors who may not consider the value of insurance beyond GUL products -Non-responsiveness to email/phone calls after a verbal commitment has been given to make an introduction -Others?

31. Copyright © 2015 Akina Sales Planning & Territory Mapping

32. Copyright © 2015 Akina Page 32 Confidential Organizing Your Time -The “Milk Run” -The “Signature Events” -Personal accountability for a definitive next step -Shorter time boxing for definitive next steps -Default communication and action to cover slippage -Pre-work/prep work to advisors in advance of visit -Standing communication/huddles with key advisors and the Mercury Financial Group internal team -Three Gives and a Get

33. Copyright © 2015 Akina Page 33 Confidential Preparation Best Practices -Why are you going to see the FA? -Who do you ideally want to meet or see? -What do you want to be better/different in the relationship? -The CORE 4 for Prep: -What is your objective and how will you know your time spent was worthwhile? -What are your key messages? -What discovery, conditioning or coaching questions will you ask? -What are your potential definitive next steps? -Introductions -Information -Invitations -Other?

34. Copyright © 2015 Akina Sales Roadmap & Scorecard

35. Copyright © 2015 Akina Page 35 Confidential Sales Roadmap & Scorecard StartStopContinue Success Metric ResultTiming

36. Copyright © 2015 Akina Page 36 Confidential Creating Personal Accountability & Sustainability -Choose a partner/small group -Schedule regular checkpoints -Ask for help -Leverage support teams -Share your stories, learnings, best practices -Measure & celebrate successes

37. Copyright © 2015 Akina Deborah Knupp, Managing Director 312-560-5940 dknupp@akina.biz dknupp@akina.biz