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Have you seen the "Safe drivers save 40%" ad from Allstate? It's the one where the ad's spokesman walks into a fast food restaurant and is recognized as a celebrity. That never happens. Years ago, I heard an excellent trainer say: "When the top advisor in your office cold-calls someone, the person on the other end of the phone doesn't say: 'It's their top advisor! He's calling us." They have no idea. Your call and their call get the same response. Can branding help?
Let's approach it from a different direction. Veuve Clicquot is the favorite champagne of one of our friends. Everyone knows that. When going to her house or celebrating her birthday, everyone knows "When in doubt, bring a bottle of Veuve Clicquot." All the money the brand spends on ads in luxury magazines and sponsoring events helps my friend build her own brand in our little community.
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Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
