2013 Last2013 Last--Chance Financial Planning ChecklistChance Financial Planning Checklist

49 questions to ask clients & prospects that reveal new opportunities and

deliver your best service

Wendi WebbDirector, Advisor/Client Solutions

September 2013

Advisor/Client Solutions: Tactical MarketingAdvisor/Client Solutions: Tactical Marketing

• Tactical Ideas• Tactical Ideas• Marketing Campaigns• Action Plans• Strategy Boot Camps

25+ Campaignsp g

A/C Solutions: Client TouchesA/C Solutions: Client Touches

• Client Reprints• Client Reprints• Expert-written• Finra reviewed• Free PDFs

60+ Client Reprintsp

A/C Solutions: Marketing 'HowA/C Solutions: Marketing 'How--To'To'

• Monthly webinarsA/C M k ti N l tt• A/C Marketing Newsletter

• Email Coaching• Coaching CallsCoaching Calls• Marketing Calendars• A/C Website• Horsesmouth Article

Database

Additional Resources

A/C Marketing CalendarA/C Marketing Calendar

Special ObservancesCause ObservancesCommonly Observed Holidays( )

September ObservancesCommunication theme: Investment Planning

College Savings MonthHappy Cat MonthSelf Improvement Month

Sep 1‐7. Waffle Week

Baby Safety MonthChildhood Obesity Awareness MonthProstrate Cancer Awareness Month

Sep 8‐16. Assisted Living Week

Sep 2. Labor Day (markets closed)Sep 2. Labour Day (CA)Sep 5. Rosh Hashanah Sep 14. Yom Kippur

Sep 8. Grandparents DaySep 12. Video Games DaySep 15‐Oct 15. Hispanic Heritage Month Sep 16. Stepfamily DaySep 19. Talk Like A Pirate Day

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Sep 11. Patriot DaySep 15. Greenpeace DaySep 17. Constitution/Citizenship Day Sep 18. ADD Awareness DaySep 21. POW/MIA Recognition Day

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Financial Dates & DeadlinesSep 16. 3Q 2013 estimated taxes dueSep 17. Last day for corporations, 

S‐corp & partnerships to file 2012 Q1 extended returns

Business & IndustrySep 2-6. National Payroll WeekSep 15-21. Farm & Ranch Safety and

Health Week

Sep 22‐28. Dog WeekSep 28. Hunting & Fishing DaySep 28. Museum DaySep 29. Coffee Day

Sep 28. Family Health & Fitness DayQ1 extended returns

Sep 18. Air Force BirthdaySep 22. Business Women‘s DaySep 29. VFW Day

Special ObservancesCause ObservancesCommonly Observed Holidays

October ObservancesCommunication theme: Financial Planning

Financial Planning MonthLong‐term Care Planning MonthPizza MonthWomen’s Small Business Month

AIDS Awareness MonthAnimal Safety & Protection MonthBreast Cancer Awareness MonthHealth Literacy MonthOrganize Your Medical Information Month

Oct 14. Columbus Day (markets open)Oct 14. Thanksgiving (CA)Oct 31. Halloween

Financial Dates & DeadlinesOct 6. German‐American DayOct 6‐12. Great Books WeekOct  7‐12. Financial Planning WeekOct 14. Native American DayOct 15‐21. National Estate Planning Awareness 

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Work and Family Month

Oct 7. Child Health DayOct 6‐12. Fire Prevention WeekOct 13. Clergy Appreciation Day

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Oct 1. Federal fiscal year beginsOct 1. Mutual fund distributions beginOct 15. Extended individual tax returns 

dueOct 15. Medicare open enrollment begins

WeekOct 16. Support Your Local of Chamber ofCommerce Day

Oct 16. Boss‘s  DayOct 17‐23. CA Financial Planning WeekO t 17 G t S t Ab t C dit D

Oct 24. United Nations DayOct 15. Last day to re‐characterize 2012                Roth IRA conversion

Business & IndustryChiropractic Month

Oct 17. Get Smart About Credit DayOct 19. World Series starts (baseball)Oct 20‐26. Save for Retirement WeekOct 27. Mother‐in‐Law Day

Oct 7‐11. Customer Service WeekOct 6‐12. Physicians Assistant WeekOct 6‐12. Emergency Nurses WeekOct 13. Navy’s BirthdayOct 20‐26 Medical Assistants WeekOct 20 26. Medical Assistants Week

Client IntelligenceClient Intelligence

Advisors vs. Clients TalkingAdvisors vs. Clients Talking

Source: Russell Financial Professional Outlook , June 2013

Client TalkClient Talk

Source: WSJ, June 2013

Boomer Pain PointsBoomer Pain Points

"60% of clients say their advisor talks with them primarily about one aspect of wealth such as taxes or investment performance but not all of theirperformance, but not all of their wealth needs."

-- 2013 Insights on Wealth and Worth, U.S. Trust

Source: Merrill Lynch 2013

Client & Prospect CampaignClient & Prospect Campaign

Canadian version available

Campaign MissionCampaign Mission

“My biggest challenge is...

…having a reason to talk with clients and prospects repeatedly that has meaning for them and is notrepeatedly that has meaning for them and is not perceived as just another sales call.”

Mark S.

Last Chance Checklist (Front)Last Chance Checklist (Front)

Triggers

Finra Review LetterFinra Review Letter Available on

Download

Last Chance Checklist (Back)Last Chance Checklist (Back)

Finra Review LetterFinra Review Letter Available on

Download

Campaign ObjectivesCampaign Objectives Increase service awareness with clients, prospects & COIs Bring in business at year end Smooth out revenues Set new business appointments Show clients you offer holistic advice Show clients you offer holistic advice Touch clients & prospects with a non sales message

Time frame: October thru early December

Campaign Action PlanCampaign Action Plan

• Choose dates• Pull A & B clients totaling about 100& g• Collect email addresses. • Send Introductory Email• Mail LC Checklist & cover letter• Email PDF version of LC Checklist• Send Follow-up Email• Follow-up phone campaign• Set appointments Available in LC

C i C i• Set appointments Checklist Campaign Toolkit

Marketing ChannelsMarketing Channels

1. Email series: Send e-mails & PDF checklist

2 M il S d i t d h kli t( ) d l tt2. Mail: Send printed checklist(s) and cover letter

3. Phone: Confirm receipt of checklist, ask questions, set appointmentsappointments

4. Face-to-face: Ask for referrals, talk it up!

5. Online: Promote on website

6. Social media: 49 potential tweets/posts6. Social media: 49 potential tweets/posts

Introductory EmailIntroductory EmailGreat clients & prospects (BCC)Great clients & prospects (BCC)

Dear Joan:

Get Your 2013 Last-Chance Financial Checklist

Next week I am sending out to all friends, family, and clients the 2013 Last-Chance Financial Planning Checklist. It's a quick way to determine if you need to take any actions before the end of the year.

It's a simple checklist that covers only those areas that need attention at year end – taxes, retirement savings, investments, insurance, and medical. It might take you five minutes, tops.

Once you see the checklist, if you have any questions, please feel free to contact me. I'm clearing my schedule next week to answer any questions that may arise.

If you know someone who could use this checklist, let me know. I will make it available to anyone who could use the help. Just reply to this message with their name and contact information, and I'll see they get the checklist. Look for yours soon. If you don't see it, let me know. I'll be sure you get it.

Thanks! Available in LCThanks! Available in LC Checklist Campaign

Toolkit

Cover Letter Cover Letter –– Mail Mail

Teresa Sampleton Wealth Management Group9 Liberty Rock Rd Suite 199 Liberty Rock Rd., Suite 19Peoria, IL 61601

Joan Client1123 Independence St.Peoria, IL 61801

Available in LC C i C iChecklist Campaign

Toolkit

Emailed Cover Letter Emailed Cover Letter

Dear Joan:

Here is your 2013 year-end checklist. As you'll see, it's quick and should take about 5minutes to complete.

This checklist covers events, milestones, taxes, investments, medical accounts, insurance, and retirement plans – areas that often need attention at the end of everyinsurance, and retirement plans areas that often need attention at the end of every year.

I strongly encourage you to complete this checklist as soon as possible. If you see areas that need attention, we should address them right away.

If h f i d f il b h ld b fit f thi d h kli tIf you have a friend or family member who could benefit from this year-end checklist, please let me know and I'll be happy to send them one as well with no obligation.

I have cleared my schedule, so if you have any questions, feel free to drop me a note or call.

Available in LC C i C iBest wishes, Checklist Campaign

Toolkit

FollowFollow--Up EmailUp EmailGreat clients & prospects (BCC)Great clients & prospects (BCC)

Completing your 2013 Last-Chance Financial Checklist

Dear [Name]:

I just wanted to follow up with you and make sure 1) you received your 2013year-end checklist and 2) to see if you had any questions or concerns. If so, I'd be happy to give you a call to go over the checklist with you if you haven't completed it yet.p y

Let me know how you're doing!

Best wishes,

TeresaTeresa

Available in LC C i C iChecklist Campaign

Toolkit

Phone ScriptsPhone Scripts

• Pre-campaign call Hi…we’re coming out with

our 2013 Last Chance Financial Planning• Pre-campaign voicemails

• Post campaign call (client only)• Post-campaign calls (called previously)

Financial Planning Checklist. I’d like to tell you

a bit about the checklist. And then see if you’d like us to mail or email one toPost campaign calls (called previously)

• Post-campaign calls (first call)• Post-campaign voicemails

us to mail or email one to you. Do you have a

minute?

Available in LC C i C iChecklist Campaign

Toolkit

Promotion ChannelsPromotion ChannelsWebsite

• Promote checklist on the front page & linkC t b it f th h kli t d l t d t t• Create a sub-site for the checklist and related content

LinkedIn• Mention different aspects of checklist with links in weekly updatesp y p

Twitter• Create hashtag, tweet periodically during the promotion period with links

F b kFacebook• Mention in your news feed with links

BlogBlog• Write several posts on preparing for year end

Referral TipsReferral Tips

• COIs. Visit COIs and offer them your checklist

• Client meetings Ask if you could send friends and• Client meetings. Ask if you could send friends and family the checklist

• Exes. Call ex-clients, referrals who never signed, and , g ,prospects who have fallen off the radar

• Word-of-mouth. Talk it up every day

• Pass-along. Offer clients 2 checklists; 1 to pass along

• Walking billboard. Wear a button. Start conversations

SuccessesSuccesses

• "During client conversations the following was discussed: beneficiary designations, managed account re-balancing, updating financial plans, re-

l ti lif i d l f l t CPA " Aevaluating life insurance coverage, and several referrals to a CPA." – Anon

• "Clients emailed or phoned me saying what a great idea it was that I sent thi t I h d li t ll di t t h h ld l hi t billthis out. I had one client call me direct to see how he could lower his tax bill as he had an unusually large income this year due to a high commission sale of a business." – M.M.

• "1) It demonstrated that I care about my clients. 2) It generated client response. 3) New business was written." – D.C.

SuccessesSuccesses"It d ti ith 2 t O ll d d id 'I' b• "It revamped conversations with 2 prospects. One called and said 'I've been meaning to do something & this reminded me to call you.'" – Anon

• "A few clients called right away and asked if we needed to do anything It• A few clients called right away and asked if we needed to do anything. It was great to get a call from our clients rather than us always calling them." – T.B.

• "Got me to schedule several yearend meetings that I could have easily put off until next year." – Anon

• "I had at least a 30% response rate." – D.C.

• "Another good conversation starter. Good for showing prospects that there are many aspects to the services I provide " G Ware many aspects to the services I provide. – G.W.

SuccessesSuccessesS k d b f ti lif i l t d• Sparked a number of conversations on life insurance, long-term care, and disability. We started 3 life insurance applications, one disability, as well as a number of conversations on LTC which we believe will lead to applications down the roaddown the road.

• We estimate those conversations translated into about $15,000 to $20,000 in additional revenue for us in the first and second quarter of 2013 … great ki k t t t thkick-start to the year.

• The most important thing the checklist did is it allowed us to refocus on the big picture and take a step back from our normal routine to include some broader planning items, which is really where our firm is able to add value and prove our worth to our client base.

Debra Taylor CFP® JD CPA-- Debra Taylor, CFP®, JD, CPA

FailsFailsFail Advice

"While we followed one of the tactics and mailed it out to all of our clients, not

Do not expect clients to fill it out and return it. Follow all the steps, particularly the follow-up phone calls.

one client returned it. But it did prompt several phone calls." – K.S.

"I got a late start and did not get to call everyone " – W O

Get it out as early in the fall as you can.everyone. – W.O.

"Did not mail due to compliance concerns." – C.D.

If you can't mail or email, use it in meetings and as a checklist and/or take the "last-chance" idea & fashion your own campaign

"Please, please allow more visible opportunity for the advisor to brand the advisor's business i.e. logo, photo, etc." – M M

Brand your checklist by addingyour picture and logo to both theprinted and PDF versions.

M.M.

Campaign ToolkitCampaign Toolkit

Marketing Materials:• Strategy Briefgy• Campaign Checklist & Schedule• 2013 Last-Chance Financial

Pl i Ch kli tPlanning Checklist• 3 emails including cover letter• 6 phone scripts6 phone scripts• Phone tips• FINRA review letters

Advisor Client ScheduleAdvisor Client Schedule

PricingPricingJust the 2013 Last-Chance

Planning ChecklistJoin us for the complete Advisor/Client Program

$397• 20+ campaigns including

LC Ch kli t

$797

• 100 branded Checklists • PDF Checklist

LC Checklist• 60+ Client Reprints• Monthly webinars

• Campaign Toolkit with email series, phone scripts

• FINRA review letters

• Bi-monthly newsletters• Coaching & guidance• Horsesmouth subscriptionFINRA review letters

• Canadian version available • Horsesmouth subscription

included

Have a Question?Have a Question?

E-mail: checklist@horsesmouth.com