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How to Build a Business from Scratch Without Cold Calling

How to Build a Business from Scratch Without Cold Calling

Cold calling may still work for many advisors but for most female advisors it is often the path to failure. While this activity has served a valuable purpose in the financial services industry, perhaps it’s time to move on.  Cold calling is such a linear activity; with no room to truly multi-task, such a repetitive act often drives women to suicidal boredom and does little to leverage their natural strengths as communicators and relationship builders.

So if not cold calling how do you build new leads and a successful business? You must get social and creative.

Beth moved across the country to start a new life and career as a financial advisor.  Leaving Boston behind for a fresh start in Los Angeles was essential to her peace of mind, but she also left behind all her contacts and lifelong networks, leaving her with an empty database. She literally was starting from scratch. Determined to succeed she reached out for some serious coaching which helped to launch her path to success.

  1. Her Message: We first developed her focus and compelling message that became the foundation to all of her conversations and marketing efforts.  The response she received calling centers of influence simply reinforced she was on the right path.
  2. Her Strategy: With a focus on women we developed a two-tiered seminar strategy. One event (my Savvy Women Invest on Purpose) would be her “branding” event one that every woman should attend once.  While her second event would be more of a workshop and a bit more technical.  These two events both geared towards women would be her primary marketing tool.
  3. Her “Calling Card”:  Next with event dates scheduled for the next 6 months she created a marketing post card, on the front, beautifully designed to appeal to women she shared her event title, tag line plus contact info, a sort of professional “calling card”. On the backside she listed the dates of all her events along with location and RSVP process.  This one card would become her most valuable marketing tool.The plan was to start walking into businesses preferably ones owned by women; small boutiques, salons, bakeries, law and CPA firms as well as women owned businesses found on Google. While this is not exactly a new and novel idea we wanted to do something that would make the process unique and more noticeable especially with the gatekeeper, which leads us to our next steps.
  4. Her Cookies: She found a local bakery where she could order some cookies made into women’s shoes, decorated in the same colors as her new “calling card”.  Each week she would pick up her order of “Calling Cookies” and make it a point to distribute to women owned businesses in the area. She knew if she didn’t get out there and deliver these she may end up eating them, not only was that a waste of money, but would not be good for her “bottom line”.
  5. Her Process:  When she walked into the businesses, if she felt the opportunity was there she would leave the nicely wrapped cookie with a few of the “Calling Cards” for the owner, the uniqueness of the cookies would trigger warm conversation with the receptionist or manager and the advisor would leave with the contact information so she could follow up the next day calling as the lady with the cookies.

Most women love to keep moving, enjoy being creative and would prefer to speak to people face to face rather than being a blank face over the phone.  By posting a standard order each week at the bakery it provides consistent motivation to make sure she meets enough new women to share her cookies but more importantly to build new relationships, add new contacts while marketing her events and branding herself as the women’s advisor in her community. Making it fun, creative and social makes all the difference for women.

Do you wish your day-to-day were more fun, creative and social? If so, let me help you through my Coaching Program. Together we will unveil why you do what you do, refocus your brand message, and ultimately design a marketing platform that both empowers and drives women to your practice.  

Are you doing enough to keep your female clients happy? Lets find out.

After completing this 10-question survey, we will review your answers and provide you with recommended tools and strategies to meet your needs.

Do you have a story that tells women why you care about them?

Does your message about what you do appeal to women?

Is your message compelling enough to inspire further interest from both genders?

Have you carved out a place for women on your website?

Do you send regular emails that are of interest to women?

Do you post women friendly content on social media?

Do you host events and seminars for women only?

Is your office decorated in a way that women love?

Do you communicate in a way that women understand?

Are you getting enough referrals from women in your database?

Please provide us with your contact info, so we can send you your results!

First Name *

Last Name *

Company *

Email*

Phone Number *

Are you Male or Female?

Would you like to join Adri’s email database: Including marketing advice from Adri, updates on her latest coaching programs and direct access to her blog?

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Tell us a little about your business, and we’ll let you know what strategies will best help your business grow.

I want to strengthen my relationship with my female clients in order to prevent future attrition.

I want to actively attract more women in a way that inspires more referrals to my practice.

I currently focus on women and want a source of ideas, strategies and a supportive network to enhance my efforts.

I want a seminar process that both engages women more effectively and helps brand me in my community as the advisor that cares about women.

I want to make women a primary focus to my future marketing, but want a proven plan and process that is easy and effective.

Please provide us with your contact info, so we can send you your results!

First Name *

Last Name *

Company *

Email*

Phone Number *

Are you Male or Female?

Would you like to join Adri’s email database: Including marketing advice from Adri, updates on her latest coaching programs and direct access to her blog?

×
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