While the need for, and interest in, retirement plans cuts across all types of business, experience shows that financial professionals who specialize in certain market segments generally realize the greatest personal success. Specializing lets the financial professional more completely learn the unique objectives and concerns that excite businessowners when discussing retirement plans.
One of the exercises in the Action Assignment asks you to develop a list of possible specialty market segments — for example, Owner-Only 401(k). Be prepared to work with your general agent or trainer to refine the list and add actual names of businesses that fall into those segments. As you continue through this section, begin thinking of businessowners you know and can approach, and then analyze the markets they represent. Are there common themes linking them in a way that can help you define a preferred market?
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