When Larry Biederman joined Merrill Lynch in the 1960s he tried the standard sales tactics - and, like half of all financial advisors, was in danger of failing and quitting. But when he tweaked his process he ended up in the top 5% of brokers in his firm and went on to fifty years of a successful and fun career. In this book, Biederman explains his five marketing steps to enjoyably build and expand your financial advisory practice. From identifying prospects, developing a relationship, providing superior service, and more, each step comes with a clear explanation, scripts, case studies, and closing action steps for you to implement in your own business. Highlighting independent research and his personal experiences, Biederman shares proven advice for every financial advisor, no matter your experience level.
You can earn your dream client's investment business and build a career that provides success and fulfillment. Tired and boring sales tactics will get you tired and boring results - if you get any results at all. By using your own creativity and passion, you'll not only have success, you'll have fun. A brisk guide to working smarter, not harder, this book is key to your success.
About the Author
A graduate of Ohio State University, Larry Biederman joined Merrill Lynch as a financial advisor in Columbus, Ohio. Entering management in 1970, Larry led offices in Chicago, New York City, and Indianapolis. He also served as Director of Sales and Management Development and was a Director of the Mid-Atlantic and New York Metropolitan Regions and the southern California district. He was also Chairman and CEO of Merrill Lynch Fine Homes, a publicly held subsidiary of the firm.
In 1998, after thirty years, Biederman retired from Merrill Lynch and co-founded PSBtraining.com, a sales and management consulting firm whose clients consisted of virtually every prominent national and regional firm in the financial services industry. He lives with his wife Lois in Windermere, Florida, where they play as much golf as possible as members of the Bay Hill and Orange Tree country clubs.