This post is updated. The original post was published in 2017.

Personas represent the needs and behaviors of your ideal clients and are helpful in shaping your positioning and messaging.

We recently published the 2020 Edition of the Financial Advisor SMART BOOK™.  This resource is a comprehensive guide to help independent financial advisors build an ‘independent difference,’ that is, a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:

  • Increase Volume: Generate More Visits & Inquiries
  • Increase Client Value: Get Better Qualified Inquiries
  • Increase Velocity: Increase Conversion Rates
  • Increase AUM and Revenue: Optimize Engagement for AUM growth and Revenue Impact.

[Strategy 2 of 9] Valued Offering ~ Craft Market-Ready Service Offerings and Segment Messaging

You will be surprised how effective it is when you communicate offerings based on specific personas that represent the needs (or pain points) and behaviors of your best clients.

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Chief Revenue Officer

The CRO is Responsible for Predictable and Sustainable Revenue Growth

This post is updated. It was originally published in July 2016

Today, companies recognize the need for a company-wide revenue focus and a more integrated approach across marketing and sales. The CRO oversees the traditional responsibilities of the VP of Sales and the Chief Marketing Officer and is a member of the senior team overseeing go-to-market strategy and execution. The CRO is  responsible for aligning company resources, defining differentiated go-to-market strategies and delivering on the company’s revenue performance goals.

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Professional Selling

Professional selling is senior selling. It may be a seller-doer model, as in consulting, or an expert-driven sales model for high value products and services. Professional selling is not about directing a junior team of salespeople, it is about senior people doing the selling – establishing their personal brand, actively building a network and engaging both existing relationships and new prospects with thought leadership and insights.

Clearly, LinkedIn is an established resource for professional sales. It helps senior professionals find and engage with specific prospective clients or buyers with personal 1:1 interaction, establish professional credibility and share content and resources to nurture and develop prospects. It also offers paid options to build awareness and encourage lead conversions.

So how can senior professionals take advantage of LinkedIn? You can simplify it with three steps (and a few sub-steps). 1. Develop a strategy, 2. Establish the systems you need, 3. Execute your program(s).

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Marketing Plan

Marketing Plan

 

Accelerated, predictable, and sustainable revenue growth requires a company-wide commitment. When developing a marketing plan, consider these questions. These can help you develop your Revenue Architecture and expand your revenue performance potential.

The 9 dimensions take a broad view of revenue growth dimensions and help you focus your sales and marketing planning.

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