By Antoinette Rodriguez, MBA
Once upon a time, the financial advisory business was mainly transactional. The sale was linear. It involved selling stocks and bonds with little available outside knowledge for the buyer. The target market was generally the male head of household.
Many Financial Advisors who’ve been in the brokerage business a long time, built their businesses on a cold-calling marketing strategy. Today, the financial advisory business is more multi-dimensional, buyers have more access to information and the target market is multi-gender as well as multi-generational.
Those are just some of the reasons your firm managers may focus on cold calling.
Is cold calling a good strategy for marketing to message-overloaded affluent prospects? Just think about the millions of people who are adamantly on the national do not call list and therein lies your answer (and possible hesitation).
How would you want to be marketed to?
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