Asset Accumulation Series Webinar 7 of 7: Analyze Your Client Base September 24, 2014

Agenda Overview of ActiFi and the 2014 Redtail Webinar Series Recap of Previous Session Business Development Process: Analyze Your Client Base ActiFi Why it is important How to define requirements for Redtail on paper Redtail Translating requirements from paper to technology How to make it work on Redtail Q&A Preview the next Webinar in the Series All Rights Reserved to ActiFi2

Getting the Most Out of Technology

What Percentage of Technology ROI is tied to Advisor Utilization? Answer: 100%

How much benefit does an advisor/planner get if they use their old processes on the new technology? Answer: NONE

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Keys to Success

Keys to Success – ALWAYS REMEMBER

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Overview/Defin e Your Process Define Classifications and Sources Define Stages Identify Default Next Steps Create Pipeline Report Segment Your Client Base Analyze Your Client Base/Identify Ideal Opportunities Define Your Business Development Process

Define Your Classifications Classifications are the kinds of relationships you have with people from the time you first hear about them until they become a client. Examples include: Lead: Not acquainted, acquired contact info by referral or some other method Qualified Lead: Determined to be a good “fit” Prospect: Not yet a client, building a relationship Client: With an opportunity or life event on the horizon Center of Influence: Not necessarily a client, but a potential or existing referral source Affiliated Professional: Tax attorney, divorce attorney, insurance agent, etc. Write down your exact words and how you define them All Rights Reserved to ActiFi11

Define Your Source Types and Names Source Types and Names help you identify where a prospect came from. Source Types are broader categories, while Source Names indicate which specific Source Type generated the prospect. Write down your exact words and how you define them for your Source Types. All Rights Reserved to ActiFi12 Examples of Source TypesExamples of Source Names Marketing CampaignDirect Mail, Newsletter Center of InfluenceCOI Name Affiliated ProfessionalAttorney name, CPA name Personal NetworkingRotary, Kids’ soccer EventSocial Security Education seminar

Define the Stages in Your Pipeline All Rights Reserved to ActiFi13 Get contact info Introduction Discovery Proposal Commitment Onboard Stages define where you are in the sales process with each prospect Write down your exact words and how you define them

Define the Processes for the Stages in Your Pipeline All Rights Reserved to ActiFi14 Get contact info Introduction Discovery Proposal Commitment Onboard Each Stage has a process outlining the steps involved, what materials are used or introduced, what role is responsible, and the due date. Depending on the advisor and the prospect, the time and number of steps involved to move to the next Stage may vary.

Business Development – The Golden Rule Always, ALWAYS, ALWAYS, ALWAYS have a time specific NEXT STEP attached to every opportunity! All Rights Reserved to ActiFi15

Determine Your Pipeline Report Format You need a tool that you can review regularly, that shows the next steps due in the next two weeks for each name in your pipeline. All Rights Reserved to ActiFi16 For illustrative purposes only

Determine Your Pipeline Report Format All Rights Reserved to ActiFi17 For illustrative purposes only

Segmenting Your Clients – Qualitative Criteria In no particular order: How big (AUM, Revenue, etc) is the client? What AUM/Revenue/Referral/COI potential does the client have? How profitable is the client? Has the client referred business? Is the client willing to refer business? Is the client a center of influence (COI)? Is the client a business owner? Is the client part of my ideal target market? Is the client reasonable? Do I like working with the client? On a scale of 1-10, how close is the client to my picture of a "perfect" client? Of course, the above criteria can be individual weighted for the purpose of formulating a scoring system. All Rights Reserved to ActiFi18

Segmenting Your Clients All Rights Reserved to ActiFi19 For illustrative purposes only

Rate Your Clients on an A-D Scale All Rights Reserved to ActiFi20 For illustrative purposes only

The Power of Defining Your Ideal Client All Rights Reserved to ActiFi21

The Power of Defining Your Ideal Client All Rights Reserved to ActiFi22

The Power of Defining Your Ideal Client What type of client do you most like to do business with? What characteristics do your most profitable clients have in common? Create a top ten list of characteristics of your ideal client Focus your efforts on strategies and tactics designed to reach your ideal A-level prospective clients All Rights Reserved to ActiFi23

Typical Items in an Ideal Client Profile Description Age range Specific occupation/industry/company Retirement status Upcoming milestone events (selling a business, etc.) Minimum portfolio size and/or future financial status Trusts you and acts on your advice Reasonable expectations All Rights Reserved to ActiFi24

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Identify Your Ideal Prospects Align your ideal client profile against your current list of prospects, and make a list of 10 top prospects to pursue in the next 12 months. All Rights Reserved to ActiFi27 For illustrative purposes only

Managing Your Database Lists All Rights Reserved to ActiFi28

Managing Your Sales Process on Redtail  Terminology and language really matter. Identify and define your terms and make sure everyone is in agreement.  Balance optimism and realism in your opportunity forecasting.  You can’t monitor what you don’t measure. Accurate data is important, but only to the extent that it serves management review and decision-making. All Rights Reserved to ActiFi29

Managing Data on Redtail -- Tips  Redtail is your data source. Excel is a tool used to manipulate the data, not to store it.  Talk to Redtail about tips and tricks they have to manage your client data.  This is not a one-time project. Things are always changing with your clients. You should review your data regularly to make sure your data remains accurate. All Rights Reserved to ActiFi30

Overview/Defin e Your Process Define Classifications and Sources Define Stages Identify Default Next Steps Create Pipeline Report Segment Your Client Base Analyze Your Client Base/Identify Ideal Opportunities Recap

Today’s presentation and slides (along with all webinars in the Series) will be made available by Redtail via to the link below: All Rights Reserved to ActiFi32

Thank You! Brian Kostick Jessica Weisner x1066