Good Morning and Thank you for the opportunity to present to your this morning. It is an honor and a thrill to introduce you to Ultimate Financial Advisor, Inc. and to be considered as both a resource and a joint venture partner.

As Joe mentioned I am a somewhat grizzled veteran of the Financial Services World. In fact, 20 years ago this October I was locked in a boardroom launching a career with Shearson Lehman Brother--about 5 blocks from here. You guys remember your training on a small salary with a per diem (translation Beer allowance) Days spend getting swooned by every product expert--nights on Rush and Division--weekends watching Jim McMahon, Walter Payton and William the Refrigerator Perry shuffle the way to the super bowl.

My career has been a journey that I suspect has given me some tools you might find useful. I was a front line producer for nine years--Presidents and Chairman Council the last 4. Spent two years on the road as a wholesaler, and 8 years in Branch and Regional Leadership Positions.

A little over a year ago I formed Ultimate Financial Advisor, Inc. which is a company that has 4 missions. We speak, train and coach and we are one of the few companies that offers a comprehensive year long coaching program as a follow up to its training program

And we create products. I released my first book last August Building the Ultimate Bank Advisor. Targeted to one of my niche markets. Later this spring we are bringing out 2 In the Mind of the Client and the Ultimate Financial Advisors Marketing Bible. I have a few handouts that I will leave you with that will make you more familiar with some of what we do.

I want to approach this in 2 parts.

First-- a brief overview of some of the reasons that I think that we are a good fit.

Second-- some ideas that I think you can use to take your existing campaign and put in on steroids

Are you Referable?

I am sure that you guys already know and you don't need me to blow sunshine up your skirt this is a campaign that has a lot of traction. And traction is in my mind one of two ingredients that a campaign must have in be able to deliver to get a green light for development.

Traction is a term that we use to refer to a products ability to get mind share. For you traction would mean that when you call a regional director or complex manager and tell him/her about this offering--the door is opened. Traction means that if you are putting together a cluster meeting about this subject the calls are easy and the meeting is full. Traction means that if a top producer that has never given you the light of day sees this presentation in a group meeting and you call him with a follow-up to take the material more in depth--suddenly he takes your call. The first 2 are easy--in fact I suspect that you are well on your way to that already--The third is a little bit more complicated--to get the third you need scalability.

Scalability in my mind is the most important ingredient. It is the wholesaling pot of gold at the end of the rainbow. Scalability is what keeps people from saying great idea now if you excuse me--I need to go sell some American Funds. If your wholesaler doesn't have scalability the follow-up conversation might go something like hey I wanted to follow-up on the Referability campaign what did you think? That was great one of the best most one target presentations that I have seen. Just what I have been looking for. Do you have anything else to go which that? Nope just the kit that we gave you at the meeting--Hmm okay. Hey I am going to be in your office next week and would love to spend you time with you I was wondering if Tuesday was good--or would Thursday be better? I am really kind of busy--oh ok well let me know if I can help.

Scalability comes from having some thing after the event. If you're the presentation works--and you capture and lead the imagination you've got mindshare what is next?

• How about a robust set of exercises they can complete

• How about an audio postcard to follow up with them running them through the presentation?

• How about a series of conference calls where they can explore the material in more depth

• How about if your regionals are steeped in this methodology and at the event I am selling a follow up meeting with them

• About an audio as a way of saying thanks for the first ticket they drop in the FT Family.

• How about a more in depth audio series when the become regular producers

• How about a series of interviews "On the Shoulders of Giants" interviews with top producers that are using a lot of your funds and having success with this campaign that will both highlight various strategies and subtly continue to position your product set

• How about an awards program built around selling additional products

• How about a day long workshop to build a complete Referability Campaign for the advisors.

• How about access to a members only website that has case studies and Forums and special events

• How about access to the Referability Coaching Gym and special access to me and other coaches that are

How you set it up and what is the ticket to enter is up to you and the attorneys but the point is if you have additional carrots to dangle--and my advice is to have lots of them. You can truly position yourselves as strategic business partners.

If we do decide to pursue the ideas of working together--all of the above are projects that have completed already, I have the infrastructure in place to do it surrounding this offering.

I have the ability and expertise to design a coach the coach type program and will be willing to work with your marketing team to develop Franklin Specific Collateral Material

And I am here to offer up my services as a keynote speaker to deliver this material at National conferences--break out meetings--regional events and to train your Regional Team to deliver the material with excellence and follow-up in a way that will put revenue on the table. I feel like I can say that with confidence because this is exactly that way that I have built my business.

Part 2 Program Overview for Advisors.

Building the an Effortless Marketing Machine

Two days in the last decade have had a dramatic impact on the way that financial advisors conduct business and will conduct business forever. One passed by virtually unnoticed--the other through one of the biggest wrenches into the business since commisiions were deregulated.

The Dates were October 13th 1994

And June 4th 2003

Who knows the significance of those particular dates?

October was the introduction of NetScape navigator 1.0 that brought a new word into our vernacular "search Engine"

The other date si the date the Do not call legislation went into effect and if you think about it those two dates have had a significant impact on the way that we dealt with clients. Prior to that they needed us for information and we had access to an easy, low cost marketing system the telephone. Since then our clients now often have as much information as we do (sometimes more depending on how are firm limits access to the internet) and today nearly 80% of households are listed on the registery.

How has that affected the industry? Here was the reaction of one consultant. I don't know about you but that kind of sounds like a virtual surrender flag. The last article that he wrote was a recycled version of articles that he was running in the early nineties.

My practice is built on the premise that you most advisors should spend more time working on their practice than in there practice. I still believe that this is one of the few business that you can literally write down on a piece of paper how much you would like to make and how much you would like to work and design and implement a strategy that will get you there. I spend a good deal of my day saying to advisors you need to for yourself what you do for your clients. Set a goal, map out a strategy, implement, monitor and live your dream.

But to do that you have some hurdles that you must overcome--

• People are reluctant and some would even say suspicious of sales people

• Competition is stiffer and more abundant and growing every day than that it has ever been

• Margins on products are getting squeezed

• Marketing is becoming more expensive and less effective

• Recent surveys indicate that affluent and ultra-affluent investor by an overwhelming margin want to meet their most trusted advisors through an introduction of someone that they already know and trust

If you want to build the practice of your dreams in fact, maybe even if you want to continue working in your chosen profession--one of the most important questions that you can ask yourself is

Are you Referable?

Do you receive enough referrals today to

Consider the following

• Most advisors list their top clients has those that were referred by existing--happy clients

• Closing ratio on Referrals is often 3-400% better than "average prospects"

• Recent studies have indicated as many as 50% of your "clients" will give you a referral

• Unsolicited referrals generally only come from the top 7% of your book

• Good clients generally "refer-up"

Why don't we get more referrals?

• Don't ask

• Don't have a system

• Use client centered strategies

• Clients don't know how to position us

• Pursuing outside centers of influence is a waste on time

Now I am not going to suggest that everyone needs more referrals--in fact, many advisors today are building a referrals only practice and have literally all the referrals that they can handle, any more would be too many and they are delivered and you are introduced to those people so powerfully that it is a though you are a really good gift--and you have been wrapped in a Tiffany Box?

Let me just stop and ask--does that describe any one in this room? Don't let me leave here with out your business card I have a very special offer for you--everyone else my advice is don't leave this event without spending some time with that person buy them a drink I will bet it will be the best investment

My dream is that if I where to be invited back here next year--I would have to talk about something--because if I was to ask that question every hand in the room would go up. And my belief is and experience has been that if you will follow a set of strategies that we have outline the material that you will redc3eive at the end of the day today and work with your Franklin Templeton wholesaler who is steeped in the knowledge necessary to make that happen--my dream can easily be a reality.

Who would like to take a few steps on that path today?

If your hand is not up I noticed a Star Bucks down the hall--I make you a deal I'll buy if you'll bring me back a cup

So back to our really big question Are you Referable?

Here is the really big test--Have you ever received a referral?

If you hand went up for that question then the answer is yes

If it stayed my guess is at the very worst not yet.

But it really isn't a yes or no question is it--a better question to ask is to what degree you are referable and for that we have a measure

Referability Quotient or RQ™

We have a complete exercise that you can complete that will not only tell you your Referability Quotient but identify some areas that you can work on to prove it but we can take a quick test know that will give you a pretty good idea.

1. How many referral do you receive in an average month from clients

2. From outside COI

3. How many times do you contact your best clients per year?

4. How many times do you contact your average clients per year?

5. How many times do you contact your worst clients per year?

6. How many systematic referrals strategies do you have in place?

7. How many client appreciation events to you hold on an annual basis

8. How many times do you and your team contact your new clients in the first 30 days

9. How many channels of communication do you use to communicate with your book?

10. How many planned opportunities do you make available to your clients that offer the opportunity for a referral in the average year?

What is your referral opportunity?

If you have 200 clients and you had a RQ of 100 you could expect a .5 return on your referral strategy

If you have a finely honed UVP that your clients could reliable replicate--you could expect a 2/3 closing ration. Since clients refer up your can apply a multiplier of 1.1-1.2 to your average annual revenue.

For most people if you do the algebra that equals 50-60% of your trailing 12. That's enough to get a lot of people to jump ship and you don't even have to put your book in play.

To fine tune this there are 2 numbers that we have to consider.

1 How many clients do we have? An to get to that answer we must first agree on a common vocabulary--My experience has been that is a term that we throw around very easily today. So first what is a client?

Account

Customer

Client

Disciple

Apostle--Apostles are the people that are delivering unsolicited referrals on a daily basis

So how do you get Apostles Two ways

Accidentally and On Purpose

What is your strategy to take someone to beyond client to Apostle?

Rule 1 Apostles must be wildly happy with the service you Provide

Remember the Golden Rule of Happiness

H= R-E

Maximum the 3 Mental Flash Points

When the account is open

The 30 day dazzle

When the first problem occurs

Jules: I don't wanna hear about no motherfuckin' ifs. All I wanna hear from your ass is, "You ain't got no problem, Jules. I'm on the motherfucker. Go back in there, chill them niggers out and wait for the calvary which should be coming directly."

Marsellus: You ain't got no problem, Jules. I'm on the motherfucker. Go back in there, chill them niggers out and wait for the Wolf who should be coming directly.

When the market takes a dive--the story of the brick

How do you explain what you do? Many of us are simply not telling a very compelling story

EP vs. UVP

Hardy and the Niche

CPA and the Widow

So here's a question? What's your strategy to take someone beyond the point where there a clients and move them to the point where there apostle?

Do you have a strategy?

As we said earlier people get to the apostles either accidentally or on purpose don't have a strategy, I guess were leaving it up to chance.

It's look at a strategy shall we?

Rule number one-apostles must be wildly happy with the service you provide. To provide excellent service remember the Golden rule of happiness each equals all are minus he. That is happiness equals reality minus expectations you most important to manage expectations. I'm sure you've been to a movie that has been sold the top that there's virtually no way that they could live up to the picture that you have in your mind. But you can't just really set low expectations. Hang your head like Eeyore and say something to the effect of if well you can open an account with me but I don't know if your enemy really happy you're not and then hope that even mediocre service will be perceived as exceeding those expectations.

I believe that we need to set high expectations, but not hire them we can achieve and I believe we can use certain mental flash points the people have already been conditioned to expect certain behaviors to work in our favor.

Let's look at three mental flash points.

Number one in the accounts opened. Yes it is what you do today one in accounts opened from the time that you open an account to the first 30 days how many times to you or member of your team contact that client in the first 30 days? Chill of hands how many people is at three or more guaranteed built into the system where can be in contact with those people the prospectus doesn't count. Company people are over five? How many people are over 10? Let me introduce you to the 30-day dazzle. The 30 day dazzle is a systematic approach to making sure that we are contacting our clients and other members of our team are contacting clients specifically with three outcomes and mind. Number one exceed their expectations number two make sure that they understand the roles and goals of each of the contact so if we have a sales assistant is working for us full-time we wanted to frame that client from day one that they have an operational problem that talk to sue sees the person that they need to be speaking with. Number three create an opportunity for them to give us a referral. If you think about the transaction from the point of view of the client that you that day open the account is that they the spectrum of possible outcomes is the whitest conveyor mind that it will ever be. If you've really impress them their hopes and dreams is the bottom all are in that you're the one that is could deliver them to the financial promised land but sometimes there's a little voice snagging voice inside their head that causes them a couple days later to call back and cancel the transaction and we have a renege pretty wide spectrum wouldn't agree? What they expect from you in this transaction is that had been influenced in large part by their experience with every other financial advisor that they'll in odds are good that probably been trained to accept something along the lines of mediocrity. Make sense doesn't a minute they were receiving absolutely all outstanding customer service where they were doing business currently with the open up an account with you? So here's the 30 day dazzle a systematic approach is designed to really while the client in its first 30 it's in his well it's like

approximately day three they get a handwritten thank you note from you day for Reagan introductory call from your sales assistant

page five other call from your sales assistant letting them know that the trade to been settled in the money and transfer

they tend in notebook arrives for them to keep all of their statements financial plans your in tax receipts statements from other broker-dealers etc.

Day 15 small gift--preferably some personalized based on the information we uncovered during interview otherwise maybe a book like arched it poured and or the wealthiest men purchaser in Babylon.

Statement Day-courtesy call from your sales assistant specifically designed to sniff out any issues that may be rearing their ugly head

call from you as a follow-up to make sure things going well wanted to check their temperature

Day 45 the ultimate financial advisor referral letter.

Ask the incident for advisors were following this program one in three will deliver at least one referral and over half of those will deliver two so that average works out to very nearly one in two delivering a referral within the first 60 days of a very Open. How's that compared to the results you're getting now?

You first problem occurs

You occurs in the class accounts brokers are walking around again like Eeyore saying low is me. You suggest from the state for word you look at it as an incredible opportunity. Think about it little experience what here from your clients? Oftentimes a problem brokers to take that ostrich strategy, running on or head that in this end. Clients know this is a moment of truth and I suggest that you to open the cattle with maybe have experienced less than stellar service from the folks that used to be dealing with. This is an opportunity for you to be the mouse the polls the or out of the Lions Paul.

You think of problems from you that seen in the pulp fiction for Jules and Vincent are driving a car and accidentally issued off the guys head. Jules calls the crime boss Marsalis Wallace starts to have a conversation and Marsalis makes the mistake of saying in the conversation in. Jules flies off the handle, and this is you hear about know and then some all morning here from your blood is you and that the problem to a I'm on the problem pullback in their chill them brothers out and wait for that the rate which should become an directly.

Marsalis replies you and got no problem Jules on all over the class to go back and then chill them a those out and wait for the Wolf who should become directly. It's negated VG version

Clients know problems or to happen inside their account what they don't know is how people react to those problems if you don't all over it if you send in the Wolf to be an opportunity to significantly outperform their expectations consequently you have happy client in fact he could actually turn it around and say know what I'm actually glad this happen the Day oftentimes with new accounts in two years before problem ever occur sometimes they never happen in the people don't get to see how me and my team are spawned one destination the account and have a specific strategies all that account to make sure they're getting the type of service that they expect.

The market takes a dove

This is another time when brokers typically take that ostrich strategy never has worked not in a never well and just another example that commonsense is not necessarily come practice. You sold to mind Inc. in the my practice was in his office one-day practice in practice in East Tennessee said and his office Tennessee at a redbrick cycle one middle the houses out of sitting on his desk. Instead of wrapping up his business for the Day yesterday was the brick and system almost the beer and to the story by brick.

As I was in of my clients to market would good and the regardless of how good I had manage their expectations went down they stood up his office still blanking. So I decided to be a little bit proactive to Saul that problem and that you brick estate the breast brick of you might ask the pretty much everybody who walking their ask what the deal is just like you did. You decide open up an account to the story that brick so most valuable financial planning tools of ever run across. The main you story until they open the account. And I don't know the exact numbers, I believe their fair number of people who with ultimate account with me just so they could hear the story that brick. You can say okay before you go to the bricks story. We talked earlier of you to the my experience is that we do business long enough to be a day that one in the investments in your portfolios to be so down you be upset. Any may even get to the point that you want or for my window. And I want to know if you ever reach that moment, it's OK with me in fact, only known by brick.

But here's the deal. Before you wind up in he you, you to get your checkbook and write a check and needs to be a big check, in fact the biggest one that you can afford and watch the take that check and tie it to the brick and then letting because my experience is the Day in your so angry at me that you blame me he for the market performance is probably one of the very best buying opportunities that will adversely and I'll make sure that we take advantage of it.

You ask you question, in the mind if your clients what have we just done, in their perception of market volatility? I'm asking? You think a lot of people's minds that's in a set the a difference stage when it comes to thinking about volatile markets?

What worked for everybody? No it's not in worked for everybody but here's the thing when people call up a year or two years later in really start to unleash on you about the performance of one of their accounts in the markets not got to tax that you can take one is if the investment is just not performing well and got the opportunity to say know what I'm disappointed performances well let's get rid of it. But naïve also got second option, you can also ask them is it time for you to come down here bring your checkbook and bar why brick and when you asked that question to see that you planted 18 or 24 months earlier will suddenly blossom the happen instant change in state and you get an opportunity to assume write back in their again.

So there's three strategies to work toward an apostle, is that enough? Probably not, but it's a pretty good start in.

Next that this with you help him to tell our story an apostle is after all somebody goes out and spreads the word for us. Let me ask you this question, if you were to ask your average clients what it is that you do how would they describe you? Would you be their broker their money I a broker with Merrill Lynch? And if that is the way that they would describe you you think compelling enough to serve as a good introduction to potential for all?

How do you describe what you do? You switch are using today as a description of your business separating yourselves from the crowd or lumping in the middle of it?

Here's a test the to you and universe this this description easy use of what it is that you do, cause people to engage? Just a little story and you sale it was a crystal starting Mrs. Weiss Christmas party so used in the gravitating other toward the games that wrong to be the sports Jones and sitting in the near the it to the comes walking up to own and introduces himself as high I'm Bill, in his new fences you know what you? Bill says a wholesale or for Franklin Templeton, yes this this great could you pass the crab cakes. And

You size that you asked him your ultimate value proposition, the before we do that you example of what I think one that could look like. The to you Hardy Holland is a broker with Solomon Smith Barney in Atlanta parties and experience advisor, who works a referral only business, in a selective about in the ads to his practice. His ideal client profile is someone with a lot of money, who's looking for advice, who is coachable in really somebody beyond coachable somebody who's willing to just kind of turnover the management of their finances and understands that you can only do that for a fee.

If you want to the Hardy today and asked to what he did for letting you would say, I untie financial knots. You happens to be saying that to a member of his ideal client profile, and more often than not, the response is one of two things--the client will usually say boy one to talk to you or what's a financial knot and ultimate value proposition has five parts the first is the audio logo that's the part that we discussed earlier next four are the outcomes and obstacles

the agitation the solution the benefit

parties go something like this

Yes sometimes it seems to more money you make and say the more problems that sometimes along with that a talked a lot of folks in my practice its only problems that they long for the days when they were just starting out no moaning and no problems in fact some of them I think would willingly give their money up the day that them that could adjust to the problems portion of the way that works get rid of the near the money which take it rid of us what I do is work with attainment professionals to the conference a financial planning that looks at every area of your financial life was strategically untie all of your financial knots to the benefit is global Bob Leblanc to make sense for you today.