698: Sales and Marketing Funnels: Build Trust and Credibility with Mark Mersman
Mark Mersman is the chief marketing officer at USA Financial. Prior to joining the firm in 2004, he entered the world of financial planning by launching his own firm at the age of 22.
He was the host of a nationally syndicated radio show for 6 years and now focuses much of his time on developing outbound and inbound marketing systems for independent financial professionals. He is the author of a wide range of content from marketing to investment management that have been published in industry publications like the Wall Street Journal, Barrons, Financial Advisor Magazine and Investopedia. Mark is also the host of a podcast about marketing for financial advisors titled “16 Ways From Sunday.”
Quotes
“We really have to focus on getting the steps in the sales and marketing funnel in place, and ultimately ensure that we're establishing trust, building credibility, and maintaining interest through nurture campaigns.” - Mark Mersman
“A lot of professionals in our industry just give up. They don't have nurture campaigns that continually put out their thought leadership and keep them in front of their audience.” - Mark Mersman
“Our industry has always had a problem with the perception that it's purely a sales industry. While it's true that we're all selling something, it's really about how you're positioning what it is that you're selling.” - Mark Mersman
Takeaways
01:14 Building trust and credibility is crucial in the financial services industry, as clients are often hesitant to hand over large sums of money.
06:34 Offering paid services, such as financial planning, can help establish commitment from potential clients and increase the likelihood of closing larger deals.
14:50 Targeting life events and triggering moments can create a sense of urgency and encourage prospects to take action.
20:53 Consistently providing valuable content and thought leadership can help nurture leads and build trust over time.
26:49 Focusing on existing clients and teaching them to make personal introductions can lead to higher closing rates and lower acquisition costs.
Resources
Podcast: Play in new window | Download (Duration: 32:06 — 29.6MB) | Embed
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Filed in: Archive 3: 2018-2020 • Interview • Podcast
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