Keynote speaker and author of The Gen-Savvy Financial Advisor, Cam Marston brings you his latest program, The Gen-Savvy Wholesaler.
How does a wholesaler best use their understanding of generational nuances and differences to more effectively succeed with a broader array of financial advisors?
Cam Marston understands the attitudes and expectations of financial advisors and what they expect from service providers. He has learned how they value different types of information, what their definition of “expert” is and how they apply it to wholesalers, and how they want wholesalers to partner with them. He understands their preferred methods of communications and what sales tools to use and how to use them effectively.
Generally speaking, wholesalers are younger than the average advisor. While advisors today average over fifty years old, wholesalers are often a generation younger and in some cases, two. Wholesalers live a young man’s game – lots of motion, lots of energy, lots of enthusiasm for their products, and lots of interest, real or feigned, in the advisor.
Both wholesalers and advisors recognize the gap between their respective groups in both age and attitude. “Here comes the wholesaler,” the advisor says, “full of vigor and vim and can-do attitude, but little awareness of what type of person I look forward to connecting with; little awareness of the types of relationships that mean something to me. It’s not all about product. There needs to be a connection.”
Could generational gaps be a reason there is little connection? Absolutely. Whether it be a young wholesaler and a peak-of-career advisor or vice-versa, a senior wholesaler and a junior advisor, there are some steps that all wholesalers, whatever their age, can take to connect and develop rapport with the advisor. The challenge is for the wholesaler to get out of what they think the advisor should want and consider the advisor’s point of view. And generational norms are a part of this.
In this program Cam will:
- Teach you simple tactics that will allow you to quickly develop relationships with new advisors and deepen relationships with current advisors.
- Provide you with a profile of each generation (Boomers, Gen X, Millelnials) and what matters most to each of them.
- Teach you how to communicate with each generation of advisor – pre, during and post each sales meeting. It’s not one size fits all.
- Give you information that you can give to your advisors that will help them in their own client development.
The Gen-Savvy Financial Advisor Video
For decades financial services have focused on demographic groups that are now moving into and past retirement. The Matures (born 1945 and prior) and the Baby Boomers (born 1946 – 1964) are the generations that the financial services industry grew up with, and their client relationships were defined by traditional business models. Now, new generations who have different economic and cultural experiences are moving into age ranges that make them prime markets for investments, retirement planning, insurance, and other financial services.
The challenge for financial advisors today is to provide financial services and create new advisor-client relationships that match the expectations and experiences of the next generation of investors. New generational attitudes have surfaced in response to the Great Recession and its aftermath and advisors need to understand not only each generation’s characteristics but also each generation’s distinct anxieties and concerns prompted by the downturn.
Cam Marston understands the attitudes and expectations of the upcoming generations and what they expect from service providers. He has learned how they buy, how they value different types of information, what their definition of “expert” is and how they apply it to financial advisors, and what they want financial advisors to teach them. He understands their preferred methods of communications and what sales tools to use and how to use them effectively.
As an InvestmentNews columnist and the author of The Gen-Savvy Financial Advisor, Cam provides tips, ideas, and examples for how to best court and serve each generation of client. His presentations are full of “take home value” content, even giving his audiences the words to use in specific scenarios.
Selling Across the Generations – Generational Selling Tactics
For decades, financial services have focused on demographic groups that are moving into and past retirement, such as the Matures (born before 1946) and older Baby Boomers (born 1946-64). Now, new generations are moving into age ranges that make them the prime market for financial services.
Four Generations in the Workplace Video
Employers and managers need to understand the attitudes and expectations of each of the four generations so they can best work with each. The days of “treat everyone the same” are no longer with us; now we must accept the needs and desires of the individual.
This insightful and entertaining Plea and recommendations for best practices are shared.
This presentation can be highly customized to feature census data (where appropriate), company initiatives, company demographics, etc.
Workforce Leadership – Understanding, Connecting with and Engaging Your Workforce
Quality employees are your organization’s most valuable resource. How do you find the best candidates, and how can you keep the ones you have? Who is on your ‘lifer list’? What are you doing to make sure they’ll stay?
Is it the right thing?
This presentation uses best practices across industries to show how today’s most competitive companies are competing for, winning, and retaining their top people. It breaks down the motivations of each of the generations of employees and illustrates how companies “in the know” are using those motivations to better attract and retain their talent.