Out of Sight is Out of Mind!

Believe it! If you don’t have deliberate (and creative) ways of staying in touch and reminding prospects and clients that you’re a valued resource, they won’t call you. Well, they may not call you. Odds are they won’t call you. Everybody is busy and rarely does it occur to your prospects that they should be getting in touch with you. It’s a case of staying top of mind!

In the spirit of OOSIOOM (see the catchy title), here are some approaches you can put into practice to jump start your OOSIOOM strategy.

Make your calls.

Way back when, I worked on Wall Street as a broker which is to say I was a cold caller. This is before the Federal Trade Commission and Do Not Call list made things interesting. I was lucky enough (or unlucky enough) to work directly for the CEO and make all of his calls which amounted to 250 calls a day. Think Glengarry Glen Ross leads, The Boiler Room, and a Rolodex. I got pretty good at making calls but was ready to snap after 6 months. I don’t want to see this happen to you as an advisor. Make the same amount of calls every day but keep the amount of dials modest. The idea is to gain momentum and get good. Make 20 calls, 30 calls, or whatever the number is at the same time of the day, every day. Preferably the morning, say between 9-10:30AM. Get it over with and go into the rest of your day with momentum. Remember, there are different types of calls. You may be looking to set appointments, follow up, return calls, or create alliances. Whatever your purpose, make a specific amount of revenue producing (RP) calls every work day. Learn from the best phone person in your office or look up Gail Goodman and learn from the best phone skills trainer in the industry.

Send a card.

Hand written cards that is. When was the last time you received a handwritten card in the mail? Exactly! Think of the reaction from prospects, clients, and networking connections when they receive a handwritten card from you? Nothing salesy or pushy, just warm and engaging. You’re just looking to touch base in a warm and personal way in an effort to compare notes and catch up. Start your day off putting anywhere from one to five in the mail every day. One a day is five a week, 20 a month, and 240 a year. That’s a lot of touch points! Keep it simple. Purchase blank cards in bulk. This shouldn’t be time consuming or a lot of work otherwise you won’t do it. Make it fun!

Mail an article.

If you stumble upon an article in a business magazine, newspaper, newsletter, or blog, why not forward it to those you think will appreciate it? Best if you can snail mail it with a personal note on a post it.

Hey Barney! I hope all is well! Read this and thought of you! Let’s catch up soon.

Develop a blog.

Why not develop a blog (like this one!) targeting an industry where you do your most and hopefully best work? Blogs are fun to write and usually contain quick and timely information. If you provided one that discussed different types of insurance or financial planning approaches, you could position yourself as a resource and “go to” person within a specific niche. You would be viewed as an expert and ultimately position yourself to do more work within that niche. Blogs can go out every couple of days, every week, or every other week depending on your purpose. Naturally, you’ll want to coordinate with your operations or compliance department before sending anything out.

Write an article.

Come up with the top 10 or so biggest issues that your clients ask you about. Now you have the topics for 10 articles that you could write quarterly. Again, get whatever you write approved by your firm. Articles don’t have to be lengthy but they should be packed with great information. Magazines and business journals are always looking for great content to publish. Simply contact the managing editor and see if and how you can be a resource. Imagine if you were able to develop a column on Long Term Care insurance or Financial Planning for the Medical Professional? How credible would you look to prospects and clients if they received your articles?

Break some bread.

One of my favorite OOSIOOM strategies for both social and business reasons is to have lunch or dinner with at least one client (or prospect) a month. It’s a great way to get to know one another, have some laughs, learn, and create alliances. Just don’t use this as an opportunity to sell your stuff. This is not a scheduled sales appointment. But this is an opportunity to learn more about each other’s business (or in some cases personal) objectives and see how you can be of service to one another. The more specific you are about what you’re after the more successful you will be! (Important note: Same approach on the golf course.)

Social Media

Linked In, Facebook, and Twitter are dicey areas to discuss because firms have so many different guidelines. Some firms won’t allow advisors to use social media at all. Others are starting to come around. Wherever you’re at with social media, stick with the concept of being a resource, adding value, and contributing something that’s good enough for others to become curious about you.

Some or maybe all of these approaches may not be new to you but the real question is how good is your OOSIOOM strategy?

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