Variables include:
Here, too, demographic, psychographic, and behavioristic variables come into play. On-profile clients' financial security needs and wants determine — and are determined by — their ages, sexes, personal choices they've made, and where they are in their lives. Client needs, wants, and desires keep changing as people pass from one financial milestone to the next, and psychographic information about your market segments and an understanding of generational marketing help you plan for those changes.
Similarly, variables such as buying behavior, usage, and the expectations people have of financial services and providers, affect how people fit into your marketing scheme. For example, engineers are famous for wanting highly detailed proposals with lots of back-up data — a need-to-know characteristic for producers developing that group.
Needs and wants are also affected, for better or worse, by peculiarities of State law, and financial services providers must take them into account, especially when operating in more than one state.
Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.