Client Experience Workbook, Sample for Rus Miller

Client Experience Workbook Sample Prepared for Ernest 'Rus' MillerSenior Vice President / Family Office Executive Bright Equities, LLCCompiled and Created by Eileen J Kennedy, CEO Irish American The Kennedy Factor 2009 Best Business Leader Selected by Irish Voice newspaper [email protected] Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Before you delve into this workbook*, please organize a team meeting to address the 3 questions below. For this activity you will need a flipchart, markers and pen and paper per person. The meeting should last no longer than 30 minutes. For the first 2 questions, brainstorm with each other on a flipchart. EVERYTHING goes on the flipchart. No judgment! Capture all comments. Brainstorm: (1) What organizational or efficiency issues do you currently have? (2) What prevents you from delivering a consistent, exceptional, customized, and memorable client experience? Please answer this question individually: (3) Financial Advisors** : What are the top 5 things your Client Associate** can do to help the practice? Client Associates**: What are the top 5 things you would like to do to help your Advisor’s practice? * Please consider this workbook as a conversation. You are welcome to email me at [email protected]. ** Since different firms use different titles, this workbook will use the titles Financial Advisor/FA and Client Associate/CA.For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

By any chance was Time on your list of efficiency issues or your prevention list?Please show your Top 5 to the other team members.I have been asking audience members these same questions. How does your Top 5 listcompare to previous workshop attendees? Did you identify these areas:Survey results 2008 – 2013 Survey results 2014• Grow Business • Be Efficient. Be Organized. Be Consistent• Get Organized, Be Efficient • Grow Business, Market FA, Referrals• Client Service – create WOW • Wow the client, be proactive• Book Management • Master of my craft• Improved Client Meetings • Participate in client meetings • Book Management *The goals of this Client Experience Workbook areto assist you in seeing your work in a new way andto provide ideas, best practices and processesdesigned to assist you with the Top 5 areas that willhelp your practice thrive and prosper. * Book Management will be covered with Grow the BusinessFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

What is the definition of insanity?For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

What is the definition of insanity? Insanity: “Doing the same thing over and over again and expecting different results.” - Albert Einstein Source: Google imagesFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

What is the definition of a Paradigm Shift?For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

What is the definition of a Paradigm Shift? Paradigm Shift “When one era shifts into another, the old habits are disrupted by new ones which eventually settle into a familiar routine. The phrase is used to describe any sort of major shift of mind-set or world-view.” - www.dictionary.comFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

What is the definition of a Paradigm Shift? Paradigm Shift “When one era shifts into another, the old habits are disrupted by new ones which eventually settle into a familiar routine. The phrase is used to describe any sort of major shift of mind-set or world-view.” - www.dictionary.com Paradigm Shift “The real voyage of discovery consists NOT in seeking new landscapes, but in having new eyes.” - Marcel Proust Source: Google images, Sunrise, Chesapeake Bay Bridge TunnelFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Paradigm Shift What do you see? Who do you see? Source: Google imagesFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Paradigm Shift There are two women in this picture. An older woman and a younger woman. The entire picture is the older woman’s face, her chin is resting in her chest, left eye most visible. The younger woman’s face is in the center of the picture, strong left profile. She has a choker on her neck (this was the mouth of the older woman). Once you have seen both women, once you have had a paradigm shift, you will never not be able to see them again. It may take you a few moments. You will always be able to see both women. Source: Google imagesFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Table of ContentsForeword Don DruryIntroductionA Foundation What is customer service? And why is it so important?Chapter 1 The Kennedy Factor Paradigm ShiftChapter 2 • The Kennedy Factor Calendar • Depth and Breadth of Products and ServicesChapter 3 • Family Tree • Vacation ChecklistChapter 4 • Mother Nature Readiness • Awareness PyramidChapter 5Appendix #1 Be Efficient. Be Organized. Be ConsistentFinal Activity #2 Grow the Business (includes Book Management) • Analyze Current State of the Business • Annual Business Plan #3 WOW the Client • Who is your service competition? • Who is your client? • What does your client experience? #4 Master of my Craft • The 21st Century Client Associate • Competencies #5 Participate in Client Meetings Gift of Time to Think and PlanFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Foreword This document is created as a result of the need to establish a best practice for the Client Experience when engaging with Bright Equities customers. The many years of combined experience that are represented here via Don Drury and Eileen Kennedy represent a tremendous wealth of practical knowledge and proven practices which are a result of thousands of Financial Advisors* and Client Associates* that when applied properly will generate many happy returns and a growing enterprise. The critical steps that are clearly outlined in this Client Experience document are meant to drive a successful and rewarding practice that is mutually appreciated by all involved. This type of tool is generally reserved for greater established practices, the fact that you are having this now is a testament to the commitment of Bright in your success and preparing you with the necessary tools to thrive. We hope that you will find this to be a valuable resource and will utilize it regularly. * Since different firms use different titles, this workbook will use the titles Financial Advisor/FA and Client Associate/CA.For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Introduction What is customer service? And why is it so important?For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Introduction What is Customer Service? Customer service is a universal necessity. Regardless of the industry, we are all in the customer service business. There will always be employees and there will always be clients, customers and guests. If an employee does not take care of the customer, there will be a different employee to take care of the client. If the client does not feel cared for, or perceives she is not getting value for money spent, she will find another company that offers the same, or similar product, and you will need to find another client. What is customer service? And why is it so important? Businessdictionary.com defines customer service as: “All interactions between a customer and a product provider at the time of sale, and thereafter. Customer service adds value to a product and builds enduring relationships.” This definition is especially true in the Financial Services industry. We strive to have our clients for life. We strive to build enduring relationships with our clients. We strive to create client loyalty. We strive to add value, not only to the products and services, but to the client’s life, goals and dreams. “Financial advising is a business… it is a highly skilled profession that bears the burden of responsibility for the financial welfare of clients and their families.” - Alan Parisse and David RichmanFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Introduction What is Customer Service? What is the economic impact when creating a consistent, exceptional, customized and memorable client experience? Source: The 2010 Customer Experience Impact Report, commissioned by RightNow and conducted by Harris Interactive®,For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Introduction What is Customer Service? It is worth repeating - Customer service is a universal necessity. Regardless of the industry, we are all in the customer service business. There will always be employees and there will always be clients/customers/guests. Many years ago an audience member cut to the chase. He said, “Eileen, seriously, what’s in it for me?” I responded with questions from one of my favorite books: “Why bother? Why make any kind of special effort with customers if (and that’s a BIG ‘if’) mediocre service is enough to protect your job and paycheck?” * These questions resulted in a very animated conversation. The word “mediocre” did not sit well with anyone. When was the last time you received mediocre service? Please write down your thoughts. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Sadly, you may have answered “today” or “this morning” or “last night’s dinner at XYZ restaurant.” How do you feel when you receive mediocre service? What is the service provider saying about YOU when they provide mediocre service? What actions did you take, or will you take? * Eric Harvey and The Walk The Talk Team asks “Why Bother?” in their book 180 Ways to Walk the Customer Service Talk.For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Introduction What is Customer Service? What is the economic impact for FAILING to create a consistent, exceptional, customized and memorable client experience? Source: 2010 Customer Experience Impact ReportFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

Introduction What is Customer Service? Eric Harvey and The Walk The Talk Team offer a 3-part answer to Why Bother? *: 1) You owe it to the customer. The one who has chosen to give their hard earned money to your business. They deserve the best you have to offer. 2) You owe it to your organization. The one that not only gives you money, but also entrusts you with its livelihood and future. It deserves the best you have to offer. 3) You owe it to yourself. The one who enjoys the pride, satisfaction, and reputation that comes from giving your all. YOU deserve the best you have to offer. How do we create a “customer service mindset” so that your clients, your organization and you reap the many rewards for creating a consistent, exceptional, customized and memorable client experience? * Eric Harvey and The Walk The Talk Team asks “Why Bother?” in their book 180 Ways to Walk the Customer Service Talk.For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift • The Kennedy Factor Calendar • Depth and Breadth of Products and Services • Family Tree • Vacation Checklist • Mother Nature Readiness • Awareness PyramidFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

The Kennedy Factor Paradigm Shift is the foundation of The Kennedy Factor methodology: • The Kennedy Factor Calendar • Depth and Breadth of Products and Services • Family Tree • Vacation Checklist • Mother Nature Readiness • Awareness Pyramid You will see these themes used as Best Practices throughout the workbook.For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Calendar Viewing the year from a lifestyle point of view rather than the normal monthly calendar gives us the opportunity to layer in seasonal activities, seminars, and meetings based on the way we live our lives. Most of us do not realize that it is March 31.January 1 – April 15 April 16 – Memorial DayHolidays/ Events: Holidays/ Events:New Years Day, Martin Luther King Palm Sunday, Passover, Good Friday,Day, Valentine’s Day, President’s Day, Easter, Administrative ProfessionalsAsh Wednesday, St Patrick’s Day, Tax Day, Mother’s Day, Memorial Day,Day Graduations Memorial Day – Labor Day Labor Day – December 31Holidays/ Events: Holidays/ Events:Father’s Day, 4th of July Labor Day, Rosh Hashanah, Yom Kippur, Columbus Day, National Boss’s Day, Halloween, All Saints Day, Election Day, Veterans Day, Thanksgiving, Hanukkah, Christmas, New Years Eve1st Q In the first quarter of a new year we are focused on tax season, more specifically April 15.2nd Q Once tax season is behind us, we tend to think about Spring: Spring breaks for school children, graduations, upcoming Mother’s Day, Memorial Day and Summer vacations.3rd Q Memorial Day thru Labor Day is the unofficial Summer Season. There will be 4th of July BBQs and family get-togethers to celebrate Dad.4th Q Labor Day thru year end we turn back to business and children go back to school.For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift Depth and Breadth of Products and Services Trying to remember all of the products and services offered by your firm and trying to remember the needs and goals of your clients can be overwhelming. Our memory works best when items are chunked into smaller, more manageable groupings. Think about our social security number or phone number. A string of 9 or 10 consecutive numbers is tricky to memorize. It is easier when the numbers are chunked: 123-45-6789 and 123-456-7890. Try grouping the products and services offered by your firm into these eight broad categories. Hopefully this will make it easier for you to analyze your book of business and identify opportunities to present additional products and services to your client. 1. All people with investable assets have the following three broad buckets of money: • Investments • Banking • Retirement Investments Banking RetirementFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift Depth and Breadth of Products and Services, cont. Trying to remember all of the products and services offered by your firm and trying to remember the needs and goals of your clients can be overwhelming. Our memory works best when items are chunked into smaller, more manageable groupings. Think about our social security number or phone number. A string of 9 or 10 consecutive numbers is tricky to memorize. It is easier when the numbers are chunked: 123-45-6789 and 123-456-7890. Try grouping the products and services offered by your firm into these eight broad categories. Hopefully this will make it easier for you to analyze your book of business and identify opportunities to present additional products and services to your client. 1. All people with investable assets have the following three broad buckets of money: • Investments • Banking • Retirement Investments Banking Retirement2. Once the client and Advisor have discussed the client’s life, goals, needs and dreams, the Advisor develops a strategy, a plan for the future, a plan for their life. Once the plan is created, it is implemented, discussed during review meetings, and tweaked as necessary. These two categories are: • Advice/Plan Creation (aka Life Planning) • Track/Measure the PlanInvestments Advice/ Banking Plan CreationRetirement Track/ Measure the PlanFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm ShiftDepth and Breadth of Products and Services, cont. 3. There are two areas that I recommend you create the awareness that you can assist the client in the future, if and when the need arises: • Credit / Loans • Estate Planning The client may not need assistance with these two areas today, but they may need to address them during their lifetime. Please create the awareness so that your client will turn to you in their time of need and not their local banker or attorney.Investments Advice/ Credit / Loans Banking Plan Creation Estate PlanningRetirement Track/ Measure the PlanFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm ShiftDepth and Breadth of Products and Services, cont. 3. There are two areas that I recommend you create the awareness that you can assist the client in the future, if and when the need arises: • Credit / Loans • Estate Planning The client may not need assistance with these two areas today, but they may need to address them during their lifetime. Please create the awareness so that your client will turn to you in their time of need and not their local banker or attorney.Investments Advice/ Credit / Loans Banking Plan Creation Estate PlanningRetirement Track/ Measure the Plan4. Finally, some Advisors target business owners as clients. This is the 8th broad category: • Business OwnersInvestments Advice/ Credit, Loans Business Banking Plan Creation Estate Planning OwnersRetirement Track/ Measure the PlanFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Family Tree Sometimes in life, one conversation can forever change the way we look at something. That was the case for me when I was speaking at a seminar over 10 years ago. An audience member asked for my help with a problem. He told me: • he was 60 years old • had been an Advisor for 30 years • did not want to retire for another 10-15 years His problem was that he did not plan on his clients to die on him. It took a few seconds for the enormity of what he was telling me to sink in. I was speaking with a very successful Financial Advisor who should be enjoying time with his family and his clients. He should be scheduling golf outings with clients and prospects on Fridays. He should not be cold calling for the first time in 25 years. When he was a new Advisor at the age of 30, how old were his clients? As a new Financial Advisor, his clients were 40, 50 and 60 years old. Now that the Advisor is 60, how old are his clients? As he said, “they are 80, 90 and dead.” What impact does this have on your production? Your revenue? Your life? Source: Google images,For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Family Tree, cont. When your clients pass away, where do the assets go? They go to the heirs and beneficiaries of your clients. Next question. Are the heirs and beneficiaries currently clients of yours? If you answered “I hope so” you are not alone. Many audience members have said the same thing. Isn’t there a famous quote about hope not being a strategy? These are your clients. And they are with their children, their sons/daughters-in-law and their grandchildren. How do you become the trusted Advisor for the family? Source: Google imagesFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Family Tree, cont. Scenario 1: Mr. and Mrs. Public are clients of yours. • They have been with you and your team for over 25 years. • They have $8 million in assets with you. • They have been married for over 50 years. • They have four daughters and eight granddaughters. • The wife is 76 years old and the husband just turned 80. Who is the executor of their estate? Who are the beneficiaries? Do you know them? Do you have them as clients? Of course you know all about their family tree. Your clients have talked about their four daughters for over 25 years. Years ago your team set up the UGMA and college savings accounts for the four daughters, who are now college graduates, working, and three of them are married. Of course you know about the weddings. You and your team were invited to all three weddings. You and your team set up the savings accounts for future weddings shortly after they were born. You issued checks to the various vendors to pay for the weddings. And of course you know all about the 8 grandchildren! You have set up eight more college savings accounts and eight more UGMA accounts and eight more wedding savings accounts. Source: Google imagesFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Family Tree, cont. Scenario 1: TRAGEDY STRIKES Mr. and Mrs. Public were in a horrific car accident and they died at the scene. You receive a call from the oldest daughter. She tells you about the family tragedy. She thanks you for being so good to Mom and Dad over the years. And then she asks those dreaded questions: “How do we close Mom and Dad’s accounts? How do we divide and transfer the assets to me and my sisters?” Source: Google imagesFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Family Tree, cont. By not securing the four adult children as clients, you not only lose the $8 million in assets, the future production and the future revenue, you lost out on the business the four children could have provided. Remember the eight buckets of the Depth and Breadth of Products and Services? Each of the adult children have their own assets. Each daughter and her family has their own investment accounts, banking accounts, retirement accounts, mortgages, etc. Who is the trusted Financial Advisor for each of the four adult children?For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Family Tree, cont. Scenario 2: Mr. Public and the Financial Advisor (male) have been conducting business for the accounts for over 25 years. Mrs. Public rarely attends the annual review since Mr. Public is in charge of the family finances. As the Advisor, you believe you have a relationship with Mrs. Public because once a year you all have dinner together, and she occasionally attends the educational seminars with her husband. When Mrs. Public does call the office, her relationship is with the Client Associate. TRAGEDY STRIKES While playing tennis, Mr. Public has a heart attack. He passes away in the ambulance. Source: Google imagesFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Family Tree, cont. Scenario 2: Are you at risk of losing Mrs. Publicto one of the adult children’s Advisors?“While their husbands are still alive, few womenplan to leave their financial advisor. Yet in themonths and years after they become widows,up to 70 percent do just that, according to someestimates.” - CNBC Source: Google imagesFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Family Tree, cont. Best Practices to meet the family: • Holiday party: One of the FAs on the team is Santa. Invite the entire family to your event. Allow your clients to invite friends. Show a holiday classic such as “It’s a Wonderful Life.” Provide catered meal around the tree with gifts for the children. Let the children know it is you, not the real Santa Claus. • Sweet 16: As the children and grandchildren turn 16, have a financial conversation with them about part time jobs and the expenses of cars, gas, repairs and the expenses of high school, dating, Homecoming, Proms, and the clothes for those events. • College Acceptance: Have another financial conversation with the child/grandchild about the expenses of college. Discuss credit cards with parent and child. • Family Reunions/Visits: When the family is visiting together, ask to join them at a restaurant for dessert. Be generous and pick up the tab. • Beneficiaries/Executors: When an adult child becomes the Power of Attorney or Executor, have a face-to-face meeting with the clients. If distance is a problem, have an extended phone conversation, consider Skype. The purpose is to get to know the adult child before they act on behalf of the client. • Life Event Gifts: As part of your Client Service Strategy, send gifts for life events:  Weddings  New home  Child/Grandchild born  Child/Grandchild graduated high school and college  Be there for the tragedies as well, i.e. funerals, divorces • Adopt a philosophy of interacting with both spouses. Both spouses should participate in reviews. Provide financial questionnaires to each spouse, compare answers.For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift Vacation Checklist During the 2nd Quarter, April 16-Memorial Day, clients may tell you about their summer vacation plans. When a client mentions they are going on vacation, how do you respond? Scenario 3 The Client Associate is on the phone with Mrs. Public. She casually mentions she is taking three of her eight grandchildren on an African Safari as their collective birthday gift. She and Mr. Public will be gone for six weeks with the three granddaughters. How do you respond to this news? If you congratulate the client, ask to see pictures and want to know when they come back, that is fine. Have you assisted your client? Have you provided an exception and memorable client experience? Have you helped the business to grow?For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift Vacation Checklist, cont. Scenario 3 You do not have to be a concierge. You would providing a great service if you helped your clients relax while they are on vacation. Help them get their “financial house” in order before they are away from home for six weeks. Mr. and Mrs. Public will be many time zones away from you and your team. What will you do if the markets become volatile? Is there a Power of Attorney on the accounts? If not, who would be a logical choice? Did you guess the mother of the 3 children? She happens to be the 3rd daughter of your client and you’ve been wanting to meet her. She recently graduated from law school and is now the Executor of the estate.For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift Vacation Checklist, cont. Best Practices to help your clients truly relax while they are on vacation: Be proactive. Review client contact system – when and where did client go on vacation last year? • Where are they going this year? • With who and for how long? • How many time zones away from the FA/CA? • Provide domestic/international phone numbers for assistance • Power of Attorney? • Review estate planning. Are beneficiaries current and correct? • Establish electronic access to funds and their accounts online: Direct deposits Monthly statements Web bill pay ACH, etc • If your firm offers debit or credit cards, be sure you know ALL of the Benefits of the cards. Does the credit card offer concierge service to assist with travel plans? Are there any points accumulated that could be used on this trip? Does the card offer medical evacuation in case of an emergency? • Add timeframe and location to team calendar • Client Segmentation – send a gift to the hotel • Welcome home!For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

The Foundation The Kennedy Factor Paradigm Shift Mother Nature Readiness “The Atlantic hurricane season runs from June 1st to November 30th, and the Eastern Pacific hurricane season runs from May 15th to November 30th.” * Is your client, or any member of their family, in harm’s way? Much like the Vacation Checklist, you should help your clients financially prepare for natural disasters. Scenario 4 Hurricane XYZ hits the Gulf of Mexico. Mr. and Mrs. Public’s home was in the path of destruction – the house is gone. The mailbox is gone. The roads are closed. Many stores and gas stations have been destroyed. The post office is gone. Your client receives physical government checks, i.e. Social Security. How will he receive the check? *Source: http://www.nhc.noaa.gov/climo/ and Google Images, Hurricane Ivan, 2004For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

The Foundation The Kennedy Factor Paradigm Shift Mother Nature Readiness, cont. Best Practices: • What products and services can you offer your client to help them prepare for Mother Nature? - Electronic delivery of monthly statements - Web Bill Pay - Direct Deposit - Credit/Loan accounts established “just in case” • Using the multitude of online resources for Hurricane Preparation, prepare a package for your client and the family. • Consider providing an emergency kit for the family. *Source: FEMA.govFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift Awareness Pyramid* I was introduced to The Awareness Pyramid during a Board Retreat that I was facilitating for a local Opera company. The Pyramid is an approach to acquiring new audience members, new donors and new “Raving Fans” for the Opera company. * Source: Opera America. Permission granted.For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift Awareness Pyramid, cont. The same methodology may be applied to acquiring new clients through your marketing efforts. Best Practices: • Unaware. Are there people in your community who do not know you exist? Do you want everyone to know you exist? No, you want to target your niche markets. Who is your ideal client? • Aware. Now that your target markets and ideal clients are aware of you, systematically add them to your Pipeline Process. • Consumers. Your prospect has now become a client. Utilize The New Client Checklist – The First 90 Days to ensure a smooth transition. • Donors. Delight your clients. Exceed their expectations. Ask for additional assets. Ask for introductions to family members. Ask for referrals. • Ambassadors. Your delighted and very loyal clients refer to you often in business and casual settings. They automatically generate referrals for you, you do not have to ask. “My Advisor is hosting a golf tournament…My Advisor just solved the most complex issue for us…”For Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.

A Foundation The Kennedy Factor Paradigm Shift The Kennedy Factor Paradigm Shift is the foundation of The Kennedy Factor methodology: • The Kennedy Factor Calendar • Depth and Breadth of Products and Services • Family Tree • Vacation Checklist • Mother Nature Readiness • Awareness Pyramid In this chapter, what, if anything, did you learn that is new to you? What do you see with new eyes? ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ What ONE new thing will you implement over the next 30 days? 60 days? 90 days? 120 days? If you tackle too many things at the same time, errors may happen. Be kind to yourself. Pace yourself. If you do one new thing every 30 days, you will have 12 new behaviors at the end of the year. 30 days _______________________________________________ 60 days _______________________________________________ 90 days _______________________________________________ 120 days _______________________________________________ Paradigm Shift “The real voyage of discovery consists NOT in seeking new landscapes, but in having new eyes.” - Marcel ProustFor Investment Professional and RIA use only. Should not be shown, quoted or distributed to the public.