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You
Are in the Communication Business.
It's
vital to know what business you really are in.
by Stan Hustad, Performance
Coach
(First in a series of Nine Articles)
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As we start this
column on how to build your business I want you to never forget the title of the
column and the message it includes. It's your business and you must build it by marketing
you, your services, your expertise, and your wisdom. There's more. You are not just
an agent, advisor, representative, or planner. You are a business owner. As a coach
to many highly successful top performing business owners in the financial services
industry this column will help you perform at your best, market yourself with high
impact, and be the kind of person people want to work with to help them achieve their
goals, feel secure, and leave a legacy.
As you build your business today remember that you are not just in the financial
services industry, you are in the communication business. The companies you work
with design and provide financial products. They do that very well but they do not
distribute those products to people nearly as well. Their attempts to distribute
directly through mail, affiliation programs, mass media, and the Internet have not
been successful. These companies need you and your business to communicate the value
of their products, customize them to the needs of clients and customers, communicate
confidence, create trust, close the deal, and seek recommendations to generate new
business
The companies need your business to market their offerings. You are in marketing,
and that means you are in the communication business. Yes you need to organize business
processes and be an expert in the way various products and programs can work for
your clients. But to be successful in this industry you must be a communicator.
Recently Denny Zahrbock of Wayzata, MN, one of the most successful business men in
our industry, spoke at the Million Dollar Round Table on the keys to success. Denny
tells stories about Twinkies and cake mix to help people understand equities and
fixed return investments. He uses nursery rhymes to help others understand the value
of life insurance. He even uses a one act show to help people understand estate planning.
Denny is in the communication business, and you should be too!
So get serious about building your business by getting professional communications
training
- Learn how to make
great public speaking presentations.
- Learn how to conduct
great interviews (a fact finder is not a good interview).
- Understand how to
use radio, TV, and audio/video programs to move a high impact message into the market
place.
- Learn how to tell
stories.
- Learn how to listen.
My business building
challenge to you is; in the next ninety days what are you going to do to become a
better professional communicator because you are in the communication business.
BUY
STAN'S BOOK:
You
Make The Difference
This
is the book that will help you perform at your best. Overcome your fears, create
a powerful image, decide what you want in your life and business, and then market
yourself with confidence, creativity and high impact.
Stan Hustad is the leader of the PTM Group a performance coaching and personal
performance marketing service to the insurance and investment industry. His program,
The Difference Is You helps insurance and financial advisors market
themselves with confidence, creativity, and high impact. He can be reached at (612)
729-0420, Fax (612) 729-0962, e-mail: ptmark @aol.com, or visit his web site at
www.ptmgroup.com
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