As the leader in the industry providing marketing to financial professionals, we sometimes hear from advisors that they plan to cut back their prospecting efforts during the summer months. Under the false impression that people won’t show up to their summer seminars as much and that the general level of activity will go down during the hot months, we can assure you—nothing could be further from the truth.
Because many advisors tend to “take the summer off”, you will find less competition in your marketing efforts. Very successful advisors often share the fact that because of the falloff in marketing efforts by others in their areas over the summer months, they are able to successfully monopolize their local territory as they market to qualified prospects.
More Time on Their Hands
Because individuals are more likely to schedule time off during the summer months, prospects you are looking to attract will often have more time on their hands. For this reason, they will be more likely to attend your summer seminar event or accept an invitation to a meeting at your office.
Also, if these prospective new clients are taking time off work during summer, they are likely less preoccupied with their regular jobs or routine chores. This advantage provides a better chance of attracting their attention in your marketing efforts.
More Demand For Financial Analysis
Summer means that half the year is behind these individuals, signaling to them that now is a good time to sit down and review the risk/reward balance of their investment portfolio. If these potential new clients have questions or simply just realize they are not happy with how their investments are currently performing, they are more likely to seek additional information and advice this time of the year.
Timing Can Be Everything
Yes, timing can be everything! Have you ever wondered why you can send invitations to individuals over and over and suddenly they respond? The reason is that when it comes to marketing, timing can be everything. All your previous marketing attempts were received at a time when the prospect did not currently need your services. Perhaps there has been a death where an inheritance has come their way, a bank CD has come due offering a very low rate of return or they have decided that now the time for them to step back from the working world and retire. Whatever the reason, these events would all trigger the need for services you are able to provide. If you are not marketing during these months, these and other situations that would lead to potential new business would be lost opportunities.
At Resource Solutions we have just the right product to help your business grow during slower times. Call and ask about our Platinum Appointment Setting Program today – Our Marketing Consultants will be happy to assist you in your summer marketing effort: 866-855-3710