How to Land a Whale for 50 cents

New studies have shown that in our business, relationships really matter… especially to the affluent.

While everyone in our business is trying to build relationships through social media like Facebook and LinkedIn, I decided to try some old-fashioned relationship building.

So a while ago, I began to start my day with an old and forgotten relationship-building exercise.  As I looked through the local newspapers, I note who’s in the news.  Who started a new business… who got promoted… or who had a noteworthy experience or idea?

Curiosity Creates an Itch They Need to Scratch

Then, I handwrite a very short note sending my congratulations on their achievement.  It only has my basic contact information on it and it doesn’t include my title.  Name and phone number.

There’s no sales pitch or other clues to tell them who I am.

What would you do if you got a card like this?

Well, around 50% of these people call me.

Often, they just want to thank me. 

I don’t push our products at all during this chat.  I just use it as a time to share industry news, etc. 

These are people that are the movers and shakers of the community—and they would NEVER have responded to any of my other marketing. That’s been the start of some very profitable relationships… and it cost me a stamp.

About Mike Kaselnak

Michael Kaselnak is considered one of the top marketing and sales experts in the financial services industry. He has personally mentored over 300 financial advisors in the past 10 years. These financial advisors saw their average production increase by 62%. Many saw increases of over 300 percent. He writes articles that have appeared in many mainstream magazines and has written the popular report 300 Financial Headlines that sell.
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