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High Impact Marketing for Investment Professionals How to achieve powerful results by getting focused and leveraging your most valuable assets Top 100.

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Presentation on theme: "High Impact Marketing for Investment Professionals How to achieve powerful results by getting focused and leveraging your most valuable assets Top 100."— Presentation transcript:

1 High Impact Marketing for Investment Professionals How to achieve powerful results by getting focused and leveraging your most valuable assets Top 100

2 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 2/18 HOME About Steve Saenz… Steve is the founder and president of Paragon Resources, Inc., a coaching and consulting firm based in Atlanta. Steve and his colleagues work exclusively within the financial services industry. Their clients include most of the major brokerage firms such as Morgan Stanley, Salomon Smith Barney, UBS|PaineWebber and dozens of independent financial planners throughout North America. Paragon specializes in helping investment professionals build and manage their businesses. His work is highly focused on helping his clients achieve 3 main goals: Develop new business Enhance client loyalty Build high-performance teams Steve’s career in the financial services industry began in 1984, when he joined Merrill Lynch as a stockbroker in Atlanta. After five years of helping individual investors achieve their financial goals, Steve became a regional manager for Merrill Lynch Corporate Services. In that position, he trained financial consultants in the areas of pension plans and professional money management. In 1991, Steve left Merrill Lynch and became a regional director for Harris Bretall Sullivan & Smith, an institutional money manager based in San Francisco. There, he established himself as one of the industry’s top marketing reps, raising over $300 million in just 18 months. In 1994, Steve left Harris Bretall to start Paragon. Today, he lives in Seacrest Beach, Florida, where he spends most of his time coaching investment advisors and consulting to his corporate clients. Steve is also a captivating speaker and has recently completed his first book, Building A World-Class Business: How to Work Less and Make More Money. In this presentation, he explains a 3-step process he uses to help investment advisors turn their clients into raving fans. I also reveal the “4 Secrets of Getting Referrals.” The system described in this presentation has been six years in the making. It has been used by hundreds of investment professionals to bring in hundreds of millions in new assets. If you apply the concepts outlined in this presentation, you will see a significant increase in the number and quality of referrals you get within 3 – 6 months. You will enjoy stronger relationships and greater loyalty from your clients. Most importantly, you will add tremendous VALUE as a trusted advisor and have FUN in the process. Enjoy! Steve Saenz, Paragon Resources | ssaenz@ParagonResources.comssaenz@ParagonResources.com

3 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 3/18 HOME Contents 1. Optimize your business! Optimize your business! 2. Focus on Client Loyalty Focus on Client Loyalty 3. Leverage Your Income Leverage Your Income 4. Understand the secret to getting more referrals Understand the secret to getting more referrals 5. Employ a SYSTEM that gets results Employ a SYSTEM that gets results 6. Develop a clear & compelling story Develop a clear & compelling story 7. Create high impact awareness Create high impact awareness 8. Turn your clients into raving fans Turn your clients into raving fans 9. The Top 100 Marketing System The Top 100 Marketing System 10. What kind of results can I expect? What kind of results can I expect? 11. How much does it cost? How much does it cost? 12. Information Information Click on any topic to jump to that page or use down arrow to advance one slide at a time. Use HOME button (upper- left) to return to this slide.

4 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 4/18 HOME Focus On Client Loyalty Loyalty Tower* Prospects Shoppers Customers Clients Advocates Raving Fans Sales Process Loyalty Process *Adapted from Up the Loyalty Ladder, By Murray & Neil Raphel

5 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 5/18 HOME Leverage Your Income Client Lifetime Annual Fee Paid by Client Revenue A Time Revenue B What happens to your PROFITABILITY over time? $289,731 $144,866 The REAL upside comes in the later years…

6 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 6/18 HOME Leverage Your Key Relationships

7 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 7/18 HOME Understand the secret to getting referrals… In general, clients will only give you referrals on a regular basis if four things are true… They are highly satisfied with your advice They are highly satisfied with your service They know that you need and want more referrals They know what to say when the right opportunity presents itself This one is the KEY… How many of your best clients could explain to someone what you do, how you do it and how you differ from other investment advisors?

8 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 8/18 HOME Step 3: Turn Your Clients Into Raving Fans Employ a SYSTEM that gets results! The SYSTEM is the SOLUTION… Step 2: Create High Impact Awareness Step 1: Develop A Clear & Compelling Story

9 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 9/18 HOME Develop a clear and compelling story Story Elements* Mission Statement Core Values Investment Philosophy Investment Process People Points of Distinction Tells clients/prospects… What you do for them What you stand for What you believe How you do what you do Who you are What makes you different Your Story communicates your “message” to clients/prospects… At the end of the day, marketing is about telling a story. If you want to be effective in today’s information overloaded society, your story better be CLEAR and it better be COMPELLING. Most importantly, it better DIFFERENTIATE you from everyone else!

10 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 10/18 HOME High Impact Low Impact High EffortLow Effort Create high impact awareness Writing Articles Writing Books TV & Radio Networking Activities Client Referrals Electronic Mail Cold Calling Direct Mail Seminars Advertising Event Marketing Teaching Classes Volunteer Work Advisor Referrals Drip Marketing Web Site Fax Broadcast Work HARD, Get Lousy Results! Work HARD, Get Lousy Results! Why do traditional marketing strategies have such low impact (and ROI)? ? What’s going on here?

11 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 11/18 HOME Create high impact awareness Because most are examples of “inside- out” marketing… (one-to-many) YOU “Outside – In” (One-to-Many) “Inside – Out” (One-to-One)

12 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 12/18 HOME You turn clients into raving fans by anticipating their needs, showing them you care and exceeding their expectations. The Top 100 Marketing System enables you to accomplish all 3 objectives in a consistent and deliberate way. Value-Added Referral Network is a network of advisors and service providers in your community who will help your clients solve problems in a variety of areas. Think of this as your personal stable of the “Best Minds In Town.” When you uncover Breakthrough Insights, you will make Value- Added Referrals to people in your VAR Network. When you do this, you are viewed as an expert problem solver by your clients. Your goal is to become their “Go-To-Guru.” Breakthrough Insights are things you will find out about your clients that will put you in a position to add significant value. Typically, these are specific problems or challenges they (or their families) face today or in the future. -4- Turn Your Clients Into Raving Fans -1- Develop A Strong VAR Network -3- Make Value-Added Referrals -2- Identify Breakthrough Insights Turn your clients into raving fans Raving fans don’t just walk in off the street, you have to create them… This is a 4-step process we developed to help you create more Raving Fans in your business. This is the heart and soul of the Top 100 Marketing System.

13 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 13/18 HOME The Top 100 Marketing System The Top 100 Marketing System is a powerful business development program that will help you get more referrals and build stronger client relationships It was designed for advisors who are committed to using a fee-based consulting or planning approach to working with clients. The Top 100 Marketing System TM is a complete referral and loyalty program. The entire program is 155 pages in length and comes in a custom 3-ring binder.

14 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 14/18 HOME What kind of results can I expect? Significant increase in the quantity and quality of Referrals within 3 – 6 months Significant increase in the quality of Relationships you have with your Key Clients (more Raving Fans) The Focus, Leverage and Structure you need to take your business to the next level

15 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 15/18 HOME How much does it cost? Option A Do-It-Yourself Plan $495 Purchase the Top 100 Marketing System as a stand-alone marketing tool Work at your own pace Works best for highly disciplined individuals Option B Group Coaching $1,495 Purchase the Top 100 Marketing System as part of a group-coaching program Work in a structured environment with 11 other advisors Includes the System + 14 weekly one-hour coaching calls which are led by certified coaches Option C Individual Coaching $2,995 Purchase the Top 100 Marketing System as part of an individual coaching program Work in a semi- structured environment, 1-on-1 with your coach Includes the System + 8 weekly one-hour coaching calls led by a certified coach Highly personalized attention You have three purchasing options… GUARANTEE: If you are not completely satisfied with the results you get from the Top 100 Marketing System or either of our coaching programs, we will give you a full refund. Please call for details.

16 © 2001. Paragon Resources, Inc. | www.ParagonResources.com SLIDE 16/18 HOME For more information… Maximum Impact Marketing Workshop – Nov. 30 – Dec. 1, 2001 in Atlanta, GA. Call 404.873.0099 (Krista) If you have any questions or comments, please feel free to contact me at: ssaenz@ParagonResources.comssaenz@ParagonResources.com For general information, please visit our web site at: www.ParagonResources.com www.ParagonResources.com You can sign up for my free e-newsletter at: www.ParagonResources.com/newsletter/1intro.htm www.ParagonResources.com/newsletter/1intro.htm Be sure to check out our new Digital Business Card TM at: www.ParagonResources.com/digitalbizcard/1intro.htm www.ParagonResources.com/digitalbizcard/1intro.htm and our group coaching program (Top 100 Challenge) at: http://www.paragonresources.com/top100/4top100challenge.htm http://www.paragonresources.com/top100/4top100challenge.htm


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