Maselligroup.com LIFEGUARD LIFEGUARD A New WHY for a New World A New WHY for a New World THE THE By Frank Maselli By Frank Maselli in the in the STORM STORM
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Maselligroup.com
LIFEGUARDLIFEGUARD
A New WHY for a New WorldA New WHY for a New World
THETHE
By Frank MaselliBy Frank Maselli
in thein the
STORMSTORM
maselligroup.com
Who is this Maselli guy and why is he talking to me?
• 35 years in the business
• Advisor and senior manager
• Top speaker, coach, trainer
• Best-selling author
• NSM of Natixis Global
• Member of IMCA, FPA, NSA,
Mensa
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Great
New
article
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First…
the
BIG Picture
First…
the
BIG Picture
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The Financial
Services Industry
is
changing!
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IN FACT…You can call it a
REVOLUTION!
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But this is nothing new
Every industry goes
through this
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Every Industry Changes
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Every Industry Changes
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Every Industry Changes
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• Demographic shifts
• Technology
• Client demands
• Changes in tastes
• Legislation
• Societal pressure
• Internal crisis
Revolutions are driven by
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• Demographic shifts
• Technology
• Client demands
• Changes in tastes
• Legislation
• Societal pressure
• Internal crisis
Revolutions are driven by
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DOL
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An evolutionary moment…
Some will
disappear
Some will
disappear
But others
will thrive
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We are evolving…
• Sales• Sales • Service• Service• Complex products• Complex products • Simple solutions• Simple solutions• Individuals• Individuals • Teams• Teams• Secret fees• Secret fees • Transparency• Transparency• Face-to-face• Face-to-face • Robo Plus• Robo Plus• Retirees• Retirees • Post & Next Gen• Post & Next Gen
FROM TO
• Men• Men • Women• Women
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And we need new ways of thinking about everything
…
especially ourselves!
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We are much more valuable than we think...
Or than we allow ourselves to be portrayed!
PERCEPTION
REALITY
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FINANCIAL
LIFEGUARD
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A
NEW
WHY=
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Simon Sinek
START
WITH
WHY
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• Protecting people
• Watching over them
• Caring for them
• Guiding them
• Keeping them safe
• Honestly helping them
It’s about
When they are most vulnerable
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This is what the best advisors have always done!
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Steps to Becominga LIFEGUARD
1. Start with Conviction
2. Work with Passion
3. Invest in yourself
4. Be Disciplined
5. Thrive on Chaos
6. Communicate
7. Target market
8. Master Referrals
9. Build your Team
10.Build your Brand
10
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The Advisor
Toolbox
Get this today!
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The Lifeguard Model
• Differentiate yourself
• Be assertive & confident
• Take control and act boldly
• Reduce wasted time
• Work with PASSION
• Inspire others
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Hesitation and objections fade away
When I truly believe you’re saving my life!
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Take control
and act boldly!
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The Financial Lifeguard Challenge
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135 – 150 Really?
120 – 135 Very good
100 – 120 OK
80 – 100 Not so good
30 – 50 Resume.com
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Steps to Becominga LIFEGUARD
1. Start with Conviction
2. Work with Passion
3. Invest in yourself
4. Be Disciplined
5. Thrive on Chaos
6. Communicate
7. Target market
8. Master Referrals
9. Build your Team
10.Build your Brand
10
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The “rudder” of your ship!
CONVICTION
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The “engine” of your ship!
PASSION
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•Which activities turn you on?
•What turns you off?
•How can you balance for better
results, less stress, more fun?
What are you DOING?PASSION
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Passion Workbook
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Passion
Workbook I LOVE doing this: I HATE doing this:
I’m GREAT at this: I SUCK at this:
This MAKES me $ This COSTS me $
Do MORE of this Do LESS of this
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Step 3: INVEST in yourself
•Marketing / Prospecting
•Training
•Support people & systems
•Client appreciation
Money – Time – Energy
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Step 4: Work with DISCIPLINE
•Goal setting & achieving
•Activity-based rewards
•Time blocking
•Campaigns
•Eliminate “Black Holes”
How can you focus your energy?
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Goal SettingA Better Way
Frank @
maselligroup.com
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In all the universe…there are only three things you can control
ACTIVITYATTITUDE
ABILITY
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ATTITUDEABILITY
And the main driver is…
ACTIVITY
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• 2 appointments per day
• 2 work nights per week
• 2 Saturdays per month
• 2 referrals per key client
• 2 teleconferences per month
• 2 seminars per quarter
• 2 mailings per quarter
• 2 campaigns per year
The Rule of 2
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The Rule of 2
Frank @
maselligroup.com
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Step 5: THRIVE ON CHAOS
•Get personally comfortable
•Prepare your clients
•Hyper-communicate
•Use “Lifeboat Drill”
Confusion is your ally
CHAOS is a permanent condition!
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Lifeboat Drill
Frank @
maselligroup.com
Maselligroup.com
Lifeboat Drill Messages
•The seas may have calmed
•But the storm is NOT over
•Our plan is solid, but…
•I have created a Plan B for you
•We won’t need it
•But if we do I want to be ready
•AND…
“I want to get all the children into the lifeboats!”
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Step 6: COMMUNICATE
• Talking•One-on-one
•Group presentations
•Listening
•Passive vs. Active
•Interviewing
Natural skill to professional level
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Step 7: TARGET MARKET
An untapped goldmine!
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Step 8: MASTER REFERRALS
A new way of thinking
•Not about you growing
•About you saving lives
•Top clients and COIs
•No more begging for
namesFREE
Maselligroup.com
The 10 Referral Strategies
1. Develop a referral plan
2. Provide excellent service
3. Position referrals from strength
4. Stay top-of-mind
5. Show that you understand the risks and emotions
6. Develop a business or client specialty
7. Build your brand identity
8. Use the New Specialty Referral
9. Use the Event Referral
10. Use a Referral Guide
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Step 9: BUILD YOUR TEAM
•How well do you work together?
•Are you maximizing strengths or
facilitating weaknesses?
•Do you understand & trust each
other?
•How can we get even better?
Teams are the future
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Step 10: BUILD YOUR BRAND
•How does a brand help you?
•Is it just the company or you too?
•What do you want to be known for?
•What is your branding plan?
Just who are you?
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OK…let’s get tactical
To be a Lifeguard
You have to get wet!
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“Prospecting”
How do you feel when you hear
that word?
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We take people who are:
• Intelligent
• Creative
• Bold
• Dynamic
• Courageous
• Motivated
• Talented
• Entrepreneurial
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The old ways…
“No pain…no gain”
“It’s a numbers game”
“Gotta get a lot of NO’s to get one YES”
“Get comfortable with massive rejection!”
“If you are willing to live…”
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The question is…
Can growing be
fun?
YES!
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The Joy Equation
S =PxFxTSuccess equals
Passion Freedom Time
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A direct correlation…
FUN
SUCCESS
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Many paths to success
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Many strategies…
• Calling
• Direct mail
• Seminars & events
• Trade shows
• Social networking
• E-marketing
• Cold walking
• Target Marketing
• Referrals
• Advertising
• Affinity marketing
• “Consolidation”
STOP
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I love
doing
this!
Super successful people don’t do all things. They focus!
I'm very
good
at this!
This reaches
the clients
I want
ALL ACTIVITIESM.M.M
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Super successful people don’t do all things. They focus!
TOOLS
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ProspectingAssessment
maselligroup.com
The most powerful
success tool
I’ve ever seen!
The Human Mind
COGNITIVE AFFECTIVE
CONATIVE
LearningIntellectIntelligence
“What do you know?”
DesiresEmotionsPersonality
“What do you want?”
ActionsBehaviorsInstincts
“What do you do?”
IQ test
SATs
Wonderlich
Myers Briggs
DISC
200 others
Kolbe A Index
FactFinderFact
Finder
1
2
3
4
5
6
7
8
9
10
AnalysisData processing
DetailsPrecision
HUGE
amount
of data
What’s the
bottom
line?
Will be
accurate
& precise
FollowThroughFollow
Through
1
2
3
4
5
6
7
8
9
10
HYPER-
organized
&
structured
Reports?
What
reports?
Organized
&
disciplined
ArrangingOrganizingDiscipline
Procedures
QuickStartQuickStart
1
2
3
4
5
6
7
8
9
10
“Oooh
shiny
object!”
I like the
old ways
That
sounds
good!
New ideasInnovation
Change
ImplementorImplementor
1
2
3
4
5
6
7
8
9
10
Don’t
change
lightbulbs
Can un-jam
the copier
Getting physicalWorking with tools
Building things
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Prospecting
Strategies
Specifically what are you
going to do?
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Calling
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Calling
• Not dead, but different
• Still low cost
• Efficient
• A very psychological game– You have baggage
– Toxic messages
– The “tele-marketer” image
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Direct Mail / Print
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Direct Mail / Print
• Resurging popularity
• An automate-able element
• Building brand awareness
• Repeat…don’t re-invent
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Multiple levels
• Large scale (1,000+)– Seminar invitations
– Postcards
• Medium scale (100-200)– White papers, research reports
• Small Scale (10-20)
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The Power of the Box!
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“Can you squeeze me in for an
appointment?”
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A binder!
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Dear Bob,
We are unique…
We’ve identified you…
Next 12 months…
Keep it all in this binder!
The
MASELLI
Group
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SocialProspectingScript
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• I never talk to my friends about money
• But I’m very concerned
– The Iceberg no one sees
• I’d never forgive myself
• Information & help
– “I’m here for you.”
– “You have a friend in the business.”
Social Prospecting
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Seminars & Events
Breaking bread
together is an ancient
human ritual.
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Seminars & Events
Audio MP3 Download
Getting Started
with Seminars
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Trade Shows
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REFERRALS
This is a BIG one!
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“GENIUS…Maselli’s book has
re-written the referral rules
forever!”Financial Advisor Mag.
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Why do you want
referrals?
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Referrals work best for HNW clients & Centers
of Influence
Of all your marketing options…
• Cold calling
• Direct mail
• Seminars
•Referrals
• Event marketing
• Niche marketing
• Social prospecting
• Cold walking
• Industry marketing
• Word of mouth
maselligroup.com
So how do you
get them?
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Only 2 ways…
Clients offerYou ask
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75% of Financial Professional are
not proactively asking for referrals.Dalbar study
83% say the #1 gap in their business
is their inability to ask for referralsHorsesmouth.com
So what’s wrong?
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Bottom line: We fear…
•Acting pushy, slick or unprofessional
•Getting too personal too soon
• Rejection from a client
• Risking the relationship
• Looking weak and needy
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We’re not confident in the tools we’ve been
given.
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You say They think•I need your help to grow
my business.
•I get paid two ways.
•Who else do you know that might be interested in my services?
•How would you penetrate the physician market?
•When can we brainstorm?
•You’re weak
•I don’t care
•Nobody
•Go to medical school
•See me in 2025
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How can you ask for referrals in a way that…
•Makes the client feel safe?
•Feels comfortable and fits
your stature as a valued
professional?
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10 STRATEGIES
For Networking with
Top Clients & Centers of Influence
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Based on…
Real-world client attributes
maselligroup.com
Know people with money and have influence Are hard to reach Want to feel special Like working with winners and respect success Are very busy Fear referrals and have a lot to lose Are ferocious about privacy Admire professional expertise Don’t know your story or how to tell it to others Like a professional approach
What do we know about top clients?
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1. Develop a written referral plan
2. Provide excellent service
3. Position referrals from strength
4. Stay top-of-mind
5. Address the risks and emotions
of referring
6. Develop a business or client
specialty
7. Build your brand identity
8. Use the New Specialty Referral
(LTC, Ins.)
9. Use the Event Referral
10. Use a Referral Guide
The 10 Strategies
maselligroup.com
Develop a written referral
plan
FACT: Top clients are hard to reach.
Strategy #1
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Referral
Intelligence
File
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Provide excellent service
FACT: Top clients want to feel special.
Strategy #2
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Position referrals from
strength
FACT: Top clients like working with winners.
Strategy #3
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Think like a Lifeguard!
FINANCIAL
LIFEGUARD
ON DUTY
$$
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1. Our team is very successful and busy.
2. But we’re concerned that many investors today are getting very bad advice and service.
3. Give them an example.
4. We’ve decided to open up our practice to a small group of selected friends, relatives or colleagues of our top clients.
5. You are one of them…here’s why.
6. We have limited capacity and want controlled growth.
7. Anyone you care deeply about can access us now.
8. It’s not about us…it’s about you and them!
9. Referring them is very easy and safe to do…here’s how.
10. Here are some folks we’ve identified in your world you might want to think about.
1. Our team is very successful and busy.
2. But we’re concerned that many investors today are getting very bad advice and service.
3. Give them an example.
4. We’ve decided to open up our practice to a small group of selected friends, relatives or colleagues of our top clients.
5. You are one of them…here’s why.
6. We have limited capacity and want controlled growth.
7. Anyone you care deeply about can access us now.
8. It’s not about us…it’s about you and them!
9. Referring them is very easy and safe to do…here’s how.
10. Here are some folks we’ve identified in your world you might want to think about.
The StrengthReferralMessage
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Stay top-of-mind
FACT: Top clients are very busy
Strategy #4
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• Phone calls
• Newsletters
• E-mails
• Seminars & events
• Research reports
• Books & articles
• Magazine subscription
• Cards
• ?
• Phone calls
• Newsletters
• E-mails
• Seminars & events
• Research reports
• Books & articles
• Magazine subscription
• Cards
• ?
How can you stay on your client’s mind?
A little creativity goes
a long way!
“The 44 Touch System”
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The 44
Touch
System
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Show that you understand
the risks and emotions
FACT: Top clients fear referrals
Strategy #5
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I’m scared!
I don’t trust you!
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HNW clients are afraid of…HNW clients are afraid of…
• Being embarrassed
• Getting too personal
• Violating a friend’s privacy
• Losing a friend or colleague
• Losing client revenue (CPAs)
• Being sued if something fails
• Being embarrassed
• Getting too personal
• Violating a friend’s privacy
• Losing a friend or colleague
• Losing client revenue (CPAs)
• Being sued if something fails
FEARFEAR
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Unique to HNW clients
Referral Zone
New client
relationship
Level 1:
“I trust you with some of my money.”
Level 2:
“I trust you with my wealth.”
Mature client
relationship
Level 3: “I trust you with my friends, colleagues
and critical relationships.”
3 Levels of Trust
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Develop a niche practice or
business specialty
FACT: Top clients admire expertise
Strategy #6
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Build your brand identity
FACT: Clients can’t tell us apart
Strategy #7
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Use the “New Specialty
Referral”
FACT: Clients don’t want you to look weak or needy
Strategy #8
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The New Specialty ReferralThe New Specialty Referral
• We’ve added a special new service to our practice
• It has nothing to do with what you and I have been doing
together for the past 5 years
• We are very excited about this new ability to help
• I want to talk to you about it
• I’d also really like to talk to __________ .
• When can we set that up?
• We’ve added a special new service to our practice
• It has nothing to do with what you and I have been doing
together for the past 5 years
• We are very excited about this new ability to help
• I want to talk to you about it
• I’d also really like to talk to __________ .
• When can we set that up?
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Use the Event Referral
FACT: Clients like to feel special
Strategy #9
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New 4th Edition
is out now!
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Use a Referral Guide
FACT: Top clients like a professional approach
Strategy #10
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Referral
Guide
Checklist
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Steps to Becominga LIFEGUARD
1. Start with Conviction
2. Work with Passion
3. Invest in yourself
4. Be Disciplined
5. Thrive on Chaos
6. Communicate
7. Target market
8. Master Referrals
9. Build your Team
10.Build your Brand
10
maselligroup.com
Next steps…
• Get the Advisor Toolbox
• Commit to doing one thing
frank@
maselligroup.com
Maselligroup.com
We have an epic
opportunity to help
people!
Our clients need
us more than ever!
Maselligroup.com
But for the future we need a…
BOLDER
NEW
WHY
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LET’S
SAVE
SOME
LIVES!
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