For most practices the
single best source of new assets and revenue is the Acres of Diamonds
that is located in your book! Most advisors don't have a clue
about how to tap into it
Here's a question...if I
was visiting your town and asked you about he best pizza joint and sub
shop where would you direct me? In live events
when I ask that question the answer is never Dominos or Subway.
It is never Papa John's or Quinzos.
In every town their is an artist who creates masterpieces--epicurian
tapdances that people marvel about for miles around. Yet
these masters struggle in anonimity often on the verge of poverty.
While the owner's of Subway and Dominoes appear on the Forbes
400 list, live in the lap of luxury, and purchase sports franchises as
an interesting "little side business". For advisors too,
marketing is the essential key that unlocks riches they have only
previously dreamed of. This is not to say that expertise in
investments is not critical--it is. It is however, only an
invitation to the dance. Marketing is the skill that will
separate you from the masses
Catalyst Video Series part 2|
In this second video Bob focuses on mindset mastery. We focus on both your mindset as a financial advisor, and the mindset of your clients, prospects and investors. You clients' have a "deer in the headlight mentality which is often just an extension of the fact that many advisors are suggesting that investors "hold tight and keep a long-term prospective. These current mindsets serve neither the broker nor the investor. This video discussed how and why to adopt a completely different mindset. . . . keep reading
Catalyst Video Series Part 3|
This focuses on Differentiation strategies to have your clients, prospects and investors concluding your are different and better than any one else in the Financial Services industry. You must differentiate yourself in such a way that your clients come to the conclusion you are different and better than everyone else out there doing everything that you do. . . . keep reading
Catalyst Video Series Part 4|
In this fourth video Bob teaches you how to introduce the power of marketing leverage into your practice. Marketing one to many not only saves time, it allows you to meet only with people (one to one) that are predisposed to doing business with you. Finally, and particularly valuable during this market cycle, these leveraged events serve as a value referral catalyst event for your clients to introduce you to friends, family, and associates that can benefit from your products, services and expertise. . . . keep reading
Catalyst Video Series Part 5|
In this fifth video Bob covers your Ultimate Value Proposition. How do you quickly and conversationally capture and lead your client's imagination, separate yourself from the competition, join the conversation that is going on in the head of your client, by focusing on their problems not your solution, how to make it repeatable and finally how to get the client to engage . . . keep reading
Catalyst Video Series Part 6|
In this final video Bob talks about moving your clients into action and moving your business forward. How to make the most of every meeting. Outcomes to make each meeting successful and how to create an irresistible presentation. . . . keep reading
Catalyst Video Series Part 1|
Screen Cast by Bank investment Professionals Association's Executive Director Bob Cobb highlighting specific strategies to use the current market meltdown and Investor's mindset as the launching pad for your next quantum leap in your Advisory Business. In this first video Bob gives you an overview of the Catalyst program and of the key strategies covered in this video series. . . . keep reading
The Ultimate Seminar Conversion Process|
Getting people to your seminar is only part of the battle. Next, you must deliver a compelling message, finally get them to raise their hand and continue to engage. A room full of people that think you "gave a great speech" and not going to put any revenue on the books. This process is a fun engaging game that uses some subtle persuasion techniques to get the engaged and moving forward. This simple tool that takes just a extra minute at the end of your seminar can significantly increase you conversation. . . . keep reading
The Endorsed Mailing|
Although FINRA regulations against using testimonials in your marketing material are stiff many advisors have gotten around these rules with an Endorsed Mailing. Many will recognize this as being "thin ice" from a compliance point of view and my advice in that situation has always been "when in doubt--check it out". If your compliance is comfortable with this strategy it is a powerful tool to us with many professionals in your network. . . . keep reading
The Stamp Letter|
The post office is doing it to use again. Yet their annoying habit of raising the postage (seemingly every few months) provides an amazing opportunity to make a inexpensive, high quality client touch. Few things deliver the whopping impact of this little letter for such a small investment of time and resources. Don't miss the gift the government is giving you. . . . keep reading
Sample Marketing Calendar|
Laying your Marketing Calendar out a year in advance not only puts your marketing on autopilot it also allows you to get pre-approved marketing pieces locked and loaded into the system so that they are ready to go at the beginning of the month. . . . keep reading
180 Degrees of Separation|
The typical prospect will form their first judgment of you in just 7 seconds. Perhaps the most important question that you can ask yourself is, "Will I be positioned as a Indispensable Resource or as one more advisor in the only place that it really matters...the mind of your client . . . keep reading
The Seven Step Guerrilla Marketing Plan|
The first insight of Guerrilla Advisors is that they plan backwards, beginning with the attainment of their loftiest goals in the future, and then working back to the present. If you allow yourself to visualize your Ultimate Advisory practice, the path to it will be easier to find! . . . keep reading
Opening the Door to the Client's Mind|
It wasn't that long ago that all you had to do was tell someone that you were an Investment Advisor and that hearty conversation was sure to follow. Everyone wanted to brag about his or her latest winner and they were thirsty for the next hot tip . . . keep reading
"I decided to practice your Outcome Centered Selling techniques
(Capture and Lead the Imagination) on some of my "dead leads," within
the first week I had resurrected a lead that led to a $1,000,000
sale. This stuff is
"Unbelievably Invaluable tool", "Pays for itself", "You need to buy
Incredible information. I'm overwhelmed with the positive
response that my bankers have shown with your information. I
feel as if my relationship with my bankers have gone to the next level
and they find me to be a much more valuable resource.
"Bob Cobb is an extraordinary coach. I have benefitted greatly from his
dead on advice. His breadth of knowledge of sales and marketing amazes
me. Everything that I have ever done with him has given me atleast a 10
to 1 return on my investment.
I've worked with Bob Cobb for five years. I have never met anyone with
a more positive approach to business or life. Bob has never had a bad
day in either. He has an infectious positive energy that has to be
experienced to be believed. It is motivational just standing next to
"We have had six coaches and consultants speak to us this year (2004)
your presentation is by far the most on the mark--with actionable
that we have seen."
"I love Bob's coaching and teaching style, it's all about implementing
ideas and putting pen to paper instead of the typical coaching
experience of just talking about great ideas! Working with
him has given me a powerful way to position myself with my centers of
influence and partners...the impact has been HUGE!"
"On the shelves of my office, gathering dust, there are various marketing materials that have cost me a small fortune. Over the years I have “invested” a lot of money for programs that were nothing but empty promises. Some of these marketing programs and materials cost me thousands of dollars. Always looking for the key, and not finding it, after all these years, my persistence has finally been rewarded.
Your material just arrived this morning and I have just listened to the first CD. This is without a doubt some of the most powerful material I have ever seen or heard in my 25 years in this business. Knowing how it will improve my results, I can’t wait to get started with it. I only wish I would have had this material 25 years ago, when I started in the business. I can only imagine how much more successful I would have been. As I begin to use it and naturally achieve the marvelous results I expect, I will keep you updated.
Every business needs leaders who innovate and create exciting results for others. This is how I see you. Keep up the good work!"
Craig Peck -
Peck and Associates, Kansas City KS
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