Is your data one of the reasons you’ve never hired someone to help fill your calendar? There’s nothing more daunting than at staring at a database of 2,500 names (or more!) and wondering how you’re going to impart each one’s individual importance to the person making calls for you. In fact, it may be easier to just not do it at all. Who wants to sift through that mess?
Nothing could be more important, though, than dividing your clients and prospects into specific, defined rankings and creating lists of who should be contacted when. Spinning your wheels on advisors who never return phone calls or who are not likely to drop a ticket on your product category can send your calendar into no man’s land in a hurry.
But sorting and ranking is easier than you think and probably right at your fingertips.
First, start with the obvious. Run a report of all of your clients who have done business with you in the last 12 months and then sort them from smallest producer to the largest. Decide how you’d like to rank them – it will depend on how much your territory produces, but it may look something like this:
A producers - $500k +
B producers - $251k - $499k
C producers - < $250k
Second, run some market research and determine who of your prospects buys in your product category, but who hasn’t bought any from you. Again, sort them from smallest producer to largest and rank them as A, B and C prospects.
Finally, look at your target firms and consider any special relationships you may have. Often, distribution companies sometimes offer special product features to only certain broker-dealers. Do you have clients and prospects who could benefit from features they may not find anywhere else? If so, note them as “Product Feature X.”
In a very short period of time, you will have a simple list of your biggest producers, your hottest prospects and entire companies who might be interested in your product.
Is time an issue? Let Executive Scheduling Associates rank, sort, and call your clients for you using your custom-built database. Send us your groups of A, B and C producers* and we will note each to create easily accessible calling lists. The same goes your prospect groups – send them to us and we will mark them all so that your scheduler can search for them with only a few keystrokes. We will also denote each ranking with the month and year to make sure we know that we are working with the most updated information. For example, “Jim Smith, A Prospect (8-2018).”
Our schedulers are trained to call your top-ranked contacts and stay on top of the latest trends in your territory. Just say who and when and we’ll take care of the rest.
Have any great tips for ranking clients? Share them in the comments section below.