What does this buzz word “Omni-Channel Marketing” really mean. Looking up some definitions, I found this one to be most appropriate for the financial services industry: The multi-channel sales approach provides the consumer with an integrated shopping experience. The customer can be shopping online from his/her desktop, on a mobile device, via smart phone, telephone or face to face and the experience should be seamless. The term multi-channel is an operational term where consumers can complete the transaction in a seamless manner. An example would be completing an application, changing address, beneficiaries, etc. The omni-channel is extremely similar to a sales cycle. Let’s explore… I view omni-channel as a customer experience. They are able to investigate, compare, and start to make decisions even prior to speaking to the advisor. But we need to provide the information they want and not just what we want to show them. We need to walk a mile in their shoes and really immerse ourselves in the consumers thought process. We’ve all heard the phrase that “content is king,” and that is really true in this type of marketing approach. The content we provide the consumer must be helpful and not just hype. It needs to be delivered on a regular and timely basis. The content needs to provide the consumer with potential solutions to the concerns that are keeping them up at night. How do we deliver? Let’s look. This content needs to be accessible via desktop, laptops, and personal devices, such as a tablet and cellphone. Your CRM can provide you with a wealth of information that will allow you to target messages and offers to those that are more likely to be interested. We need to get personal and provide info that is timely and helpful. We have been very successful in providing consumer leads via this process… and we are still experimenting with other approaches. We write the content and provide the advisor with a top notch website with great content. Now, we don’t have all the answers, far from it even, but we continue to work on new options. Ladies and gentlemen, this new world is providing the advisor with new opportunities in the acquisition of new clients. You just have to get started, and baby steps are fine. No, do not stop what you are doing but please know that the change is happening. There will not be a time, in my opinion, when most consumers choose to finish their sales process with a quality financial professional. So, start the year and experiment. Talk to one of our marketing consultants and they will provide you with real life success stories. Then, if you haven’t already, you will find out why agents continue to refer to us as… a different experience. With bank savings accounts earning pennies in interest, and even long-term certificate of deposit rates low, it can cause a squeeze in the household finances. One result is some people go on yield safaris, looking for bigger interest game. While there is nothing wrong with trying for higher returns, the concern is that the potential for loss is sometimes overlooked. If you’re a saver looking for a place that pays higher interest than the bank, but still protects your principal and the interest you’ve earned from market loss, the alternative is pretty much coming down to fixed annuities. Although a fixed annuity is not FDIC insured, fixed annuity carriers have an excellent record of protection in both good and bad financial times. There are two main types. A fixed rate annuity pays a locked-in interest rate for a specified number of years – anywhere from one up to ten. A fixed index annuity pays interest based on the performance of an independent index, usually linked to the stock market. Which is better? It depends. With a fixed rate annuity you know what you’re getting. With a fixed index annuity if the index goes down you won’t earn any interest for that year (but you won’t lose what you have). However, the fixed index annuity often offers the potential for considerably more interest, so if the good years offset the bad they could pay much more interest. It ultimately comes down to whether you’re okay with seeing a zero in a given year. Fixed annuities have penalties for early withdrawal called surrender penalties. For fixed rate annuities with multiple year interest guarantees the penalty period usually matches the guarantee period. Fixed index annuity penalty periods are usually for five to ten years. The early penalties are much higher than those imposed on certificates of deposit – so you shouldn’t buy the annuity if you think you’ll need to cash it in early – but you need to look at the entire picture, such as penalty fees. This is a very tough time for savers. But this isn’t the time to quit the bank and start hunting exotic yield beasts that could come back to bite you. It is a good time to consider moving some of that money to the protected sanctuary of fixed annuities. |
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