1. Run Your Meeting Like a Pro
Rick Katz
Director, Business Markets Development
AIG Advanced Markets
AIG
Welcome to module Part 2, module 1 of the AIG Business Development Institute, Run your meeting like a pro. I’m Rick Katz and we will continue our discussion about helping business owners plan ahead for better results. Overwhelmingly, most business owners have not experienced going through a formal financial planning process with a financial professional. For that matter, most of you advisers have never had the experience either. In the absence of knowing what to expect, many clients, for a number of reasons, dominate and seek control of the meeting with the financial professional. If you present yourself as a true professional and demonstrate your competence and trust, the client will allow themselves to be directed through a process. You will be able to eliminate client declarations like, “I’ve got 20 minutes; show me what you’ve got.” Or, “I need this much and this kind of insurance, how much does yours cost?” They sound just like that too, right? I’m sure many of you have heard similar comments from your prospects. In this module, you will learn how to run your meeting like a pro and create intentional success.
Module 2.1
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2. Disclosure
Advanced Markets is a marketing unit of American General Life Insurance Company (AGL), a member of American International Group, Inc. (AIG). No representation or warranty, express or implied, is made by AGL or its affiliates as to the completeness of the information provided. All companies mentioned, their employees, financial professionals and other representatives are not authorized to give legal, tax or accounting advice. Applicable laws and regulations are subject to change and individuals should consult an attorney, tax advisor or accountant. Any tax statements in this material are not intended to suggest the avoidance of U.S. federal, state or local tax penalties. Policies issued by American General Life Insurance Company (AGL) except in New York, where issued by The United States Life Insurance Company un the City of New York (US Life). Issuing companies AGL and US Life are responsible for financial obligations of insurance products and are a member of American International Group, Inc. (AIG). Guarantees are backed by the claims-paying ability of the issuing insurance company. Products may not be available in all states and product features may vary by state.
AGLC © AIG All rights reserved.
As a reminder, AIG does not provide any legal or tax advice. A client should seek their own advice from a tax and/or legal professional.
FOR FINANCIAL PROFESSIONAL USE ONLY. NOT FOR PUBLIC DISTRIBUTION.

3. Opening
Mr. Business Owner, I have no idea if or how I can help you, because:
I don’t know you; I don’t know what you care about, and
I don’t know what you have done about it
But, I do know that people who plan ahead typically have better results than those who wing it. Don’t you agree?
I am a professional who helps business owners plan ahead financially so your business and your life will unfold as you picture it.
This is how the process works…
Imagine saying these statements to a new business owner prospect. “Mr. Business Owner, I have no idea if or how I can help you, because I don’t know you; I don’t know what you care about, and I don’t know what you have done about it. But, I do know that business owners who plan ahead typically have better results than those who wing it. Wouldn’t you agree? Now, I am a professional who helps business owners plan ahead financially so your business and your life will unfold as you picture it. This is how the process works…” As you can see, this is non threatening, not intimidating and non sales oriented approach. In fact, it’s all about them. They dictate their needs and you help them craft a program that will allow their life to unfold as they picture it. There are three elements to a successful planning meeting.
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4. A Financial Professional’s Planning Meeting
3 Essentials to a Professionally Run Meeting
Purpose
Establish short and long term goals
Expectations
Manage what is expected from you and your client
Agenda
Add structure to the process
Here are the 3 essentials to a professionally run meeting. First is Purpose. You have to establish short and long term goals for the meeting and the planning. When this is clear to the client, they will be left wanting more rather than resisting. The second essential is Expectations. You must manage what is expected from you and your client. Finally, an Agenda. This adds structure to the process. Let’s explore each one in a bit more detail.
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5. Purpose - Expectations - Agenda
Meeting 1
Determine what the client cares about & what are their priorities
Nothing will be voted on or decided other than engagement
Meeting 2
Planning Process - Discover what the client has done to achieve goals
Will current behaviors achieve the goals & aspirations or is change needed
Meeting 3
What actions need to be taken to have the business and life unfold as pictured (Planning Process – Reveal & React)
Let’s begin with Purpose, which is always a good idea. In Meeting 1, Determine what the client cares about & what are their priorities. Mrs. Client, nothing will be voted on or decided other than engagement in the process. You will simply discuss what the client wants to happen, regarding their priority issues – determined from the 7 topics discussion in module 7.
Meeting 2, the Planning Process - Discover what the client has done to achieve their goals. Will current behaviors, actions and commitments achieve their goals & aspirations – or, is change needed?
Meeting 3, What actions need to be actually taken to have their business, and life, unfold as pictured? This includes the final two steps of the planning process – Reveal & React. Discuss, Discover, Reveal & React.
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6. Purpose - Expectations - Agenda
What needs to be communicated prior to the meeting
Date and time in advance
Further in advance / more often kept
How long the meeting will last
What will be accomplished at the meeting
Advise if (buying) decisions will/not have to be made
Goal(s) of meeting in context to planning ahead
It’s all good and positive and “It is never too late to become what you might have been” (Georg Eliot)
That was how you establish the purpose. Now, let’s look at Expectations. Managing expectations begins prior to the meeting itself. Set the date and time in advance. The further in advance, the better likelihood that everyone will show up. Also, here is a special technique. When you set the time of the appointment on the quarter hour, the punctuality improves. Really.
Let them know How long the meeting will last. What will be accomplished at the meeting? Advise if buying decisions will or will not have to be made. What are the goals of the meeting and how do they relate to the big planning picture? As Georg Eliot said, “It is never too late to become what you might have been” No matter where they are, you can most likely improve their situation. This planning can change their future for the better.
FOR FINANCIAL PROFESSIONAL USE ONLY. NOT FOR PUBLIC DISTRIBUTION.

7. Purpose - Expectations - Agenda
Expectations - How long will the meeting last? Voting?
Red Flags - What do you want to be sure we discuss?
Planning [Discuss, Discover, Reveal, React] – What is important? What has been done about it? What still needs to be done?
Action Steps - Nothing changes until you do something different
Next Meeting – Planning is an ongoing lifetime process that requires scheduled maintenance. Never leave without scheduling next meeting
Expectations
Red Flags
Planning
Action Steps
Next Meeting
We’ve discussed Purpose, and then Expectations and now let’s look at the Agenda. The meeting agenda has 5 elements and the same agenda can be used for every meeting. The first meeting, the 4th meeting and even policy delivery or policy review. Here are the 5 elements:
First, Expectations - How long will the meeting last? Will there be Voting or decisions to be made?
Next, Red Flags - What do you want to be sure we discuss? Mr. Client, while I have my agenda and a variety of questions to ask you, I also want to be sure we discuss the important issues on your mind I might not know about. What is it that keeps you awake at night? What topics or topic do you want to be sure are considered when we go through this planning process together? Then, the Planning Process - Discuss, Discover, Reveal, React – What is important? What has been done about it? What still needs to be done? Discuss what they want to happen, Discover what they have done about it. Do some analysis and that will reveal what they still need to do and then they have to react. Action Steps - Nothing changes until you do something different. What new actions or behaviors are necessary to put you in the best position to be successful? Next Meeting – Planning is an ongoing lifetime process that requires scheduled maintenance. Never, never, never leave without scheduling the next meeting. The planning process is an ongoing process with the world and the client changing over time. There is always a reason to get back together with your client. Again, we call this scheduled maintenance. You may have heard of that before.
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8. A Financial Professional’s Planning Meeting
3 Essentials to a Professionally Run Meeting
Purpose
Establish goals to understand why you are doing this
Expectations
No surprises or fear of being sold something
Agenda
The client is comforted by you knowing how to do it
Client
Engagement
The 3 essentials to a professional meeting are for one purpose… Client Engagement. You see, the better the client is engaged, the better chance you will have of creating and executing an effective plan for the client. Your opportunities will multiply and the client’s opportunity for success is improved greatly. Again, much of your client’s success – and in turn, your success – is dependent upon the client becoming engaged in the planning ahead process.
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9. Planning Meeting – Summary of experience
Meeting 1: People who plan ahead typically have better results than those who wing it. We Discussed what you care about:
Exiting your Business in 10 years
Getting money out the best way – considering taxes and valuation
Meeting 2: We Discovered what you have done about it:
Bought some insurance – ownership, amount and beneficiary issues
Meeting 3: Reveal & React
You are under-insured based on goal & value
You need a document from your attorney
Let’s take a look at the meetings again and how the planning process of Discuss, Discover, Reveal and React contribute to this positive experience for everyone.
Meeting 1: People who plan ahead typically have better results than those who wing it. We Discussed what you care about: Exiting your Business in 10 years, Getting money out the best way – considering taxes and valuation.
Meeting 2: We Discovered what you have already done about it: You bought some insurance – you may have ownership, amount and beneficiary issues.
Meeting 3: Reveal & React. - You are under-insured based on your goals & value of your business. You also need a document from your attorney to make this all happen. Let’s contact your attorney so I can share some of my resources, which may simplify the process for everyone. Also, let’s get our next meeting date on the calendar to keep the ball rolling.
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10. Next Steps Select your next 3 appointments scheduled with clients
PURPOSE: Call your clients and let each know what you intend to accomplishing at this upcoming meeting
EXPECTATIONS: Be sure they know how long the meeting will last and ask if they have anything they want to add to the agenda
AGENDA: Introduce the agenda at the beginning of the meeting and explain each of the elements
Next module: Documenting the Data for Analysis
Once again, it is time for action. Select your next 3 appointments scheduled with clients . Call your clients and let each know what you intend to accomplishing at this upcoming meeting. Be sure they know how long the meeting will last and ask if they have anything they want to add to your agenda. Upon arrival, introduce the agenda at the beginning of the meeting and explain each of the elements. Then, Repeat!
In the next module, Documenting the Data, we will explore what the client wants to happen as we unfold the Discuss and Discover stage of the planning process.
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11. Questions or Comments? AIG Advanced Markets Business Development Institute BDI@aig.com 855-323-6923
If you have any comments, questions or feedback about this module or anything else regarding the AIG Business Development Institute, please contact us by at Or, you can call our AIG Advanced Markets team at This is Rick Katz for AIG’s Business Development Institute. Remember, the more small business owners you help, the more successful you will be.
FOR FINANCIAL PROFESSIONAL USE ONLY. NOT FOR PUBLIC DISTRIBUTION.