A marketing strategy is a
formal plan for contacting enough of the right on-profile people, at the right times, for the right reasons. In developing this plan, you will:
- Identify the markets you will be targeting — by cultural, language or ethnic group; social group; special needs group; or occupational group.
- Try this! Create a preliminary list of five or six "suspect" market groups in your area, and describe why you'd like doing business with them. Use your imagination. Don't worry about whether these groups are big enough to support your sales efforts, or even if you think you could approach them. You can always explore those issues when you review the list with your general agent or trainer.
- Understand your market — by talking to members of the group to discover their common needs and wants, concerns and objectives, what they look for in a financial services professional, and how they prefer to be approached.
- Create a profile of your "ideal" prospect — which will help you and others know who you are looking for.
- Determine how many on-profile prospects you need — to meet your production and income goals.
- Select the prospecting sources and methods that work best for you — based on your experience or discussions with your general agent or trainer.
- Develop a detailed plan for each prospect source — that is, decide how, why and when you will contact on-profile people in your markets.
- Establish a system for keeping in contact and building relationships with qualified, on-profile prospects — so that you're there to sell when your prospects are ready to buy.
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