ON-Trac II Table of Contents INTRODUCTION & NAVIGATION INSTRUCTIONS Click to download a PDF of this unit. UNIT II — MARKETING & PROSPECTING (Start Here) Page 2 — About This Unit Page 3 — Learning Objectives Page 4 — Getting into Markets Page 5 — The Narrower the Focus, the Better the Results Page 6 — To Market, To Market Page 7 — Market Surveys Page 8 — Personal Market Survey Lead Talk Page 9 — Business Market Survey Lead Talk Page 10 — Developing Your Marketing Strategy Page 11 — Monitor Your Plan. Is It Working? Page 12 — Managing the Marketing & Prospecting Process Page 15 — Connecting to Generational Marketing Page 15 — Lifetime Personal Financial Security — The "Good Life" Page 16 — "Generational Cohort?" Page 17 — Four Generational Cohorts — The More You Know, the More You Can Do Page 18 — The Matures Page 19 — Baby Boomers Page 20 — Generation X Page 21 — Generation Y Page 22 — Generations — The Things They Share Page 23 — So Many Prospects — So Little Time Page 23 — Prospecting — Problem & Opportunity Page 24 — Prospecting Begins with a Profile Page 25 — Prospects — Where to Look First Page 25 — Source: Your "Natural" Market Page 25 — Source: Current Policyholders & Clients Page 26 — Source: Referrals & Introductions Page 26 — Source: Centers of Influence Page 27 — Source: Networking Page 28 — Looking for Center of Influence & Networking Opportunities? Page 29 — Source: Orphan Policyholders Page 29 — Source: "Checkbook" Prospecting Page 29 — Source: Professional advisers Page 30 — Prospects — Where to Look Next Page 31 — Source: Prospect Nests Page 32 — Source: Personal Observation Page 34 — Referral Letter, with Brochure or Article Page 35 — Source: City Directories Page 35 — Source: E-Mail and/or Direct Mail Page 37 — Source: Advertising Page 37 — Source: Seminars & Workshops Page 38 — Source: Public Speaking Page 38 — Thundering Heard Page 39 — Getting On-Profile Referrals & Introductions Page 40 — "One in Five" Referred Lead Talk Example Page 47 — Getting On-Profile Referrals in the Business & Professional Markets Page 48 — Defusing Objections to Referrals Page 49 — Helping People Make Informed Choices — "Proactive Ethics" Page 50 — Making It Simple & Satisfying Page 51 — Relationship-Based Selling, Now More Than Ever Page 52 — Generational Flashpoints — Potential Conflicts of Interest Page 54 — Where to from Here? Quiz: Unit II Answer Key for Unit II Quiz Page 55 — Action Assignment: Unit II Back to Top | Next Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.

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