Presentation from webinar conducted on January 18, 2011 by The Covenant Group & WVH Inc. to Marketing Organizations across USA on how to recruit & retain advisors and help them build their business.

1. Redefining Performance

2. Advisor Issues
I have spent the past (fill in your own number) years building what I thought
was a successful practice. Now my client base is:
Not valuing my advice
Aging
Converting assets into retirement income
Transferring their money to children with whom I have no relationship
Dying
Refusing to come back into the market / Looking for lower risk
investments
Leaving me for another advisor
I spend more time on administration and client service than giving advice and
developing business
I feel like the business is running me – rather than the other way around
My work/life balance is way out of whack – it isn’t much fun anymore
I have no idea how I will realize the value of this business that I have spent
years building

3. 10 Truths About Building
a Powerful Practice
1. Advisors build a powerful practice by working ON as well as IN their business
2. Advisors work on their business by developing a strategy to take their practice from
where it is today to where they would like it to be in the future
3. They develop a strategy to advance their business by having a clear vision of what
they want the practice to look like when it is as successful as they want it to be
4. They develop a clear vision for your practice by declaring their value proposition
5. Advisors declare their value proposition by defining their services, products and
processes
6. They define their offer by understanding what their target market wants
7. They understand what their target market wants by employing a disciplined
methodology for identifying client values and making appropriate recommendations
8. They employ a disciplined methodology for identifying values and making
recommendations by consistently following a Disciplined Process
9. They consistently Create Client Capital to realize clients’ lifetime value
10. They realize lifetime value by creating clients for life

4. Practice Development:
The Business Builder Model
Mindset Target Engage Commit Expand
Mindset Adopt an entrepreneurial approach to business building. This entrepreneurial
mindset unlocks economic potential within your business.
Target Develop and implement a marketing system that builds your brand in your
network and chosen markets.
Engage Prepare a simple client attraction conversation that creates meaningful
dialogue and interest. If you know how to open, you don’t have to close.
Commit Focus on creating Client Capital and maximize the value of your client
relationships.
Expand Create a client experience that expands your “relationship equity.” Grow your
business based upon a reputation of service excellence and value-added
relationships. You earn the right to obtain introductions, recommendations and
referrals from the people you know.

5. Case Study
1. Marketing Organization
2. Comprehensive offering
3. Added value at multiple levels
4. Integrated marketing
5. Coordinated communications

6. Independent Advisor Programs
Web-based Advanced Practice
Business Builder
Business Builder Development
• Online Webinars • Benchmarking • Benchmarking
• Group coaching interview Interview
• Six months • One-day workshop • Individual one-day
with peers strategy session
• Individual coaching • Individual coaching
• Group coaching • Group coaching
• One year • One year

7. Outcomes
Marketing Organization Agents / Advisors
1. Attract/Retain right 1. Increased revenue
advisors 2. Build sustainable
2. Profitable advisor business
relationships 3. Right Client/Value
3. Persistent advisor Proposition/Price
production 4. Maximize client
4. Increased revenue profitability
5. Scalable Business 5. Succession Plan

8. How Can We Help Your
Organization?
Please contact
shauna@covenantgroup.com
to learn more