What is “The Wiz?” A “Wiz” is a Wealth Investigation Specialist, someone who can locate and get in front of prospects comparable to the top 25 clients in an FA’s book.

“The Wiz” is a two-day workshop developed and presented by Bill Good, Chairman of Bill Good Marketing®.

Very broadly, we employ two types of marketing to locate, contact and get in front of these desirable prospects.

1. Relationship Marketing. This is the set of skills one uses with people with whom one has a relationship to be referred or introduced to desirable prospects.
   
2. Mass Marketing. Quite obviously, this is a set of marketing skills to contact and get in front of people the FA wants to meet but has not or cannot be referred or introduced.

The end result of “The Wiz” is a “Wiz”—an FA or team member who understands how to find and get in front of higher-net-worth prospects.

Schedule Day 1 8:30      Infrastructure

There are several reasons prospecting campaigns fail. One of them is:

No infrastructure.

Infrastructure—the roads and sewers of a business organization—makes possible the classification and processing of leads. In this section we will:

• Establish an agreed-upon terminology.
• Reveal six fundamental best practices.
• Present a lead classification system.

9:15     The Recovery Plan -1

Ready, Fire, Aim (i.e., no plan) is the second major reason prospecting campaigns fail. (There are two more, but we will deal with them at the end of Day 2.) So we better have a strategy and a plan that’s exactly what you will have.

Let’s start with a strategy. We will take a 25,000 foot look at a four-pronged relationship marketing strategy and a three-part mass marketing strategy.

Then we will hammer the strategy into a plan.

This plan starts with a question: Is it possible to double in two years? If not, how long will it take?

Using a proprietary spreadsheet, which each participant will receive, you will first calculate three numbers:

1. Years to double. It’s 2, 3, or however many years works for you.
2. Offensive goal: To double, you need new assets every month. Your offensive goal is how much you need every month to double, given the spreadsheet factors in your decision on how many years and your market forecast. It’s just a number, such as $792,459 per month. That number is your offensive goal.
3. Defensive goal: In the event investment performance is sour, your defensive goal is the average monthly AUM you need NOT to experience a drop in income. It’s something like $392,110. This number keeps you out of the wood shed with your spouse.

10:00     Break

10:15     The Recovery Plan -2

But goals are not plans. Without a plan, goals are just wishes. To have a plan you need to know where these assets are going to come from and how you are going to get them.

Once again, our proprietary spreadsheet comes through. You will make forecasts, based on a wealth of our experience in coaching 5,000 advisors, on what you think you can do.

At the end of this process, the idea of a double is not just a pipe dream it’s road map, a plan that answers the question: how you get there from here?

11:00     Relationship Marketing Strategy #1: Generate more “Real Referrals.”

With infrastructure in place; with a strategy in mind and a plan mapped out, we now take each of the strategies and show you how to implement them.

We start with referrals, real referrals.

Gorilla CRM System® users have heard this sermon many times (but you may not have): A “real referral” is a name volunteered by a client to the FA of someone needing the FA’s advice or help. Every FA who has been in business more than a year knows what these are. “Real Referrals” are the referrals that become clients. Names solicited by the FA (mistakenly called referrals) are just names. They rarely become clients.

If your client base is renewing itself at 10% per year—that’s right 10% of your clients give you referrals that become clients—you can snooze through this session. But if you are not generating 10% you are either:

1. Doing nothing.
2. Not doing it all.
3. Using false methods, which manifestly don’t work and soon lead to doing nothing.

You Will Also Learn:

• How to make certain your clients can give you a referral.
• How to achieve and maintain “top of the mind awareness” so the client will think of you when referral to a friend or associate is appropriate.
• Twelve referral conversations to promote referrals.
• What role Google plays in referrals calling you.

12:00    Lunch
1:00      Relationship Marketing Strategy #2: Relationship Mapping (Part 1)

This is a picture of the “Six Degrees of Separation” which claims that if a person is one step away from each person they know and two steps away from each person known by one of the people they know, then everyone is at most six steps away from any other person on earth.

We are only interested in those that are two steps away.

1st Degree Contacts: Who you know.
2nd Degree Contacts: Who they know.

There are four reasons we want these names:

1. The size of the social network each client lives in is far, far larger than you thought. Theoretically, you should only need one high net worth family. Properly mapped and developed, that one could lead to entire book of business.
2. Properly asked, people will introduce you to someone you know they know. You will learn how to do this by someone who built his business on introductions. Me.
3. Just talking about people your clients know creates countless referral and introduction opportunities.
4. The best list is a list on which word-of-mouth can occur. This is that list.

Relationship Mapping is the process that discovers who your clients know who you want to know.

In Part 1 of Relationship Mapping, you will learn:

• The Key Concepts.
• Why Relationship Mapping is the key to being introduced to the higher-net-worth people your clients know.
• What is a Relationship Map, and what does one look like?
• Two critical software tools to build your relationship map.

2:45      Break

3:00      Relationship Marketing Strategy #2: Relationship Mapping (Part 3)

In this section, we will practice building a relationship map. You will learn:

• What information can be found on the Internet and how to find it.
• How to use the 17 “Client Connection Profiles” (hint: these documents help you explore every aspect of a client’s life to further map their network.)
• You will learn how to take the information discovered and, using one of your software tools, create a “map” that enables you to see at a glance how your clients are connected.

4:00      Relationship Marketing Strategy #3: Clone your best clients by getting them to introduce you to people you know they know.

Payday: This is where all the work you do on relationship mapping pays off.

VITAL CONCEPT: Introductions and Referrals are NOT the same thing. You MUST NOT ask for referrals. You can and should ask for introductions.

“Cloning” means: create an identical copy of. It is based on the profound marketing principle, “Birds of a feather flock together.” And in case you have not figured it out yet, relationship mapping is all about finding those birds flocking with your clients.

With “Cloning” we go the next step and meet them.

You Will Learn:

• How to get client permission to add a “connection” to your mailing list.
• How to ask a client to bring someone to a sporting event.
• How to set up non-business events that clients want to attend and ask if they can bring a guest.
• How to ask a client to invite you to an event they will be attending.
• The one thing you can do to clone each of your top 25 well-connected clients.
• How to set up client/guest seminars where clients will invite guests.
• A “Wiz Magic Trick” to use with your business owner clients.

Schedule Day 2 8:30      Relationship Marketing Strategy #3: Develop Strategic Partnerships

A strategic partner is a non-competitive financial professional who has teamed up with the FA to mutually assist the client and mutually benefit each other.

You Will Learn:

• How to avoid “strategic one-way streets” and how to set up strategic partnerships.
• Why estate planning attorneys rarely become strategic partners (but how to find one who will).
• How to identify seven potential strategic partners who will welcome your introductory phone call.
• How to track referrals to and from your strategic partners so they can be re-evaluated and possibly changed.

9:15       Mass Marketing Strategy #1: Build an identity of “expert financial advisor” with your list of second-degree contacts.

By completing the Client Connection Profiles on your top 25 clients, you will discover an astounding number of “second-degree contacts.” This is the ultimate list on which word-of-mouth can occur.

But what if, when making an introduction, the second level contact says, “Oh, I know you!” That’s even better, right?

Focus: Build an identity as an expert financial advisor among second-degree contacts so that when an introduction is made, the second-degree contact is already familiar with you. It doesn’t get much better.

You Will Learn:

• How to create a personal introduction letter.
• How to gently accustom your second-degree contacts to hearing from you monthly.

9:45       Break

10:00      Mass Marketing Strategy #2: Develop a source of Money in Motion names and a method of contact.

In my first book, Prospecting Your Way to Sales Success, I wrote, “Other things being equal, a person or company in process of change finds additional change easier to make.”

I also wrote, “If you were to develop an entire list using these principles, you would be a formidable competitor.

I had it right then, but it was much more time consuming to develop such a list. You had to go make frequent trips to the public library, pour over trade publications, and carefully read several newspapers and magazines.

Not any more. The web is loaded with money in motion. If you know how to find it, and if you move quickly, you can be first to contact people in process of change.

You Will Learn:

• How to set Google Alerts.
• A magic formula, known only by a Wiz, is how to use Google to burrow into the nooks and crannies of your community to discover opportunities.

In addition you will learn:

• What to do NOW when a retirement is announced.
• How to send a “Congratulations” to someone with a new job at a new company. (Hint: a big 401(k) could be in play.)
• How to send a “Congratulations” when a significant internal promotion is announced.
• What to do NOW when you read about a layoff.

11:00      Internet Research Skills Lab

To walk away from this seminar with real skills in finding money and connections, you need some practice. For an hour, you will put into practice what we’ve been preaching, find people your clients know, and add these to your relationship map.

Then you will set several Google Alerts to identify money in motion.

12:00      Lunch

1:00      Mass Marketing Strategy #3: Launch “Transferring Wealth” campaign to HNW small businesses that will face a change of ownership.

As the baby boomer generation lumbers toward retirement, many business owners—also boomers—will naturally retire. It’s not an option. Since business owners account for a substantial percentage of the country’s wealth, this creates one of the great opportunities to capture money in motion. It will go in motion. Will you participate?

You Will Learn:

• How to start with only five business-owner prospects.
• How to use online databases to identify just the right business owners.
• Two ways to contact them.

In addition you will receive the best document possible to offer business owners contemplating a change of ownership. Since this document was discovered on a government website, it is extremely compliance friendly. It has already been approved by two major compliance departments. And since its author has granted me her copyright permission to “use it to your heart’s content,” you have something no one else has in approaching this vital market.

2:15      Infrastructure 102: Managing the Sales Pipeline

If you begin prospecting and keep at it, you will build a pipeline. Sooner or later, your pipeline may have dozens or even hundreds of names in the process of becoming clients. Without a complete pipeline management system, you will collapse from your own success.

You Will Learn:

• How to “develop” a lead from a faint breath of interest to sufficient interest to set an appointment.
• How to keep your name in front of your prospects until the interest is hot enough.

Compliments of “The Wiz,” you will learn his personal tricks to generate personalized letters using only Microsoft® Word, and do it from a set of lead processing letters you receive on the CD that comes with the course.

3:15      The Model Week

I told you right at the beginning of this document that there are four fundamental reasons prospecting campaigns fail.

I gave you two—no infrastructure and no plan.

The third one is: Does not have workable prospecting campaigns. We have now handled that. You have seven.

The fourth reason prospecting campaigns fail is: no time is allocated for prospecting.

With no time allocated, guess what? Prospecting does not get done.

As some sage said, “Keep doing what you’re doing and you’ll get what you got.” The engine of change, which we’ve left until last, is “The Model Week.” This is where you shift from a day and week that are reactive to one pro-active day after another. It’s where you create time. It’s the final piece of your
Recovery Plan.

You Will Learn:

• How to effectively create time blocks.
• How to plan your day so that prospecting is part of the plan.

3:30      Thankyouverymuch

After “The Wiz” What happens after “The Wiz” is at least as important as the seminar itself. If there is no follow-up, the excitement will fade. Within a few weeks, nothing permanent will have happened.

That’s why we will schedule three follow-up conference calls:

1. Relationship Mapping: We will review the process of identifying the higher net worth people your well-connected clients know that you would like to know.
2. Business Owner Introduction Call. Here we go through the procedure of identifying who your business owner and professional clients know and how to get an introduction with them.
3. Transferring Wealth Campaign. By now, you should have sent out 100 letters to hand-selected business owners and followed up with a phone call.