It’s no secret that private sector jobs are the primary driver of new job creation despite the stall-out on the government side. Private sector jobs come from small businesses. And a study in 2011 showed that only around half of all small business owners work with a financial advisor. Now, the same firm who did the study has created a tool you can use to find small business owners who may need your help. New job growth coming out of a recession spells OPPORTUNITY.
This Website Is For Financial Professionals Only
launched by Securian Financial Group focuses on the particular concerns small business owners may have and if they have interest in working with an advisor. Just because they aren’t currently working with one doesn’t mean they aren’t interested or don’t need advice. The site also notes at what times and for what reasons a small business owner might be more inclined to use a financial advisor.
When prospecting for new business, the best approach is to find out what the prospective client needs and then satisfy that need. This opens the client up to other services you may have to offer. But if you try to offer something else or give too broad an overview of what you can do for them right off the bat, the best you can hope for is that they’ll give you a listen before telling you they’re not interested.
For example, older, more established business owners are probably looking for advice on transition issues such as selling the business or succession planning. One of the greatest aspects of the Securian site is that it brings attention to the different views of various generations of business owners. For example, it offers demographics
about Boomers, Gen-Xers, and women business owners’ advisory needs regarding 401(k) and other retirement plans.
If nothing else, this generational and gender information holds the key to differentiating you among your peers as you seek to make these entrepreneurs your clients. All you have to do is look at your current book to see how important these generational and gender views of the world are to the growth of your business. What does your ratio of clients from different generations and genders look like?