Behavioral Marketing

Using Communication DNA For Lead Generation

Do you ever find yourself thinking about how to generate leads from your lead generation activities?

Although most advisors generate the bulk of their new leads from client referral, they usually have other business development programs to enhance the growth rate of their business.? These lead generation activities range from the more traditional methods, such as seminars and mail drops to more interesting methods, like radio programs and speaking at public seminars.

For lead generation programs to be successful, you need to create a call to action to create leads for your business.? These typically include offering an investment or financial planning report or a chance to win a prize.

One of the biggest complaints and reasons that clients change advisors is poor client service.? Poor client service generally starts with a poor understanding of that particular clients communication preferences and the inability of that client to properly articulate his or her preferences.

By purchasing Communication DNA, you receive a unique link that can be put on your website, your e-mail signature, in brochures or handouts.? When a client or prospective client clicks on the link they are sent to a website to complete their assessment.? This process is very simple.? It takes less than five minutes to complete and upon completion, your client will receive an e-mail with their one-page report.? For a sample report, click here.? Simultaneously, you receive a copy of the report with, not only the report findings, but also all the contact information.

If you are doing a radio program, make the following offer.? Independent research about advisor/client relationships shows clearly that the biggest reason clients change advisors is poor communication and client service.? When was the last time that your advisor asked you about your communication preferences?? If you would like to complete a free assessment to help you articulate your communication preferences, click here.? The process will take you less than five minutes and you will receive your report immediately by e-mail.? This is a service that we offer to all our clients because we clearly understand the importance of developing client service programs based on our clients preferences.

Similar offers can be constructed for other forms of lead generation programs.

If you have not complete your Communication DNA assessment, we welcome you to do so by clicking here.

By doing so, you will also get to experience our Communication DNA follow-up process to see how you can build a similar one for your business.

Behavioral Segmentation of Your Clients

Traditionally many advisors segment their clients based on tangible factors such as the type of service they will provide to clients (eg executives, family business, life planning etc) and assets under management minimums. There is business sense in this as it focuses the business to some degree. However, segmenting your clients based on their DNA Behavioral style will further increase your marketing and service delivery performance.

Behavioral segmentation will enable you to direct your communication and marketing to specific types of clients based on who they are. For instance, a Stability Need person needs to have communication which reflects safety and security. A Lifestyle Desire client needs to hear about how your solution will grow the fun side of life for them. When you segment your clients the emotional engagement with them will increase which leads to a longer term relationship with a greater share of the wallet.

Recently I was helping one of our Wealth Mentors with his client segmentation. He had all of his clients complete their Communication DNA profile. This enabled us to divide the client base into 4 quadrants of DNA style. Interestingly, because he is a Lifestyle Desire advisor this was the largest segment category. The Wealth Mentor knows having clients of a similar style to his makes relating to them easier.

However, the other key part about segmenting clients is addressing their values and life interests. The more that the clients values and life interests are similar to the Wealth Mentors the greater the chance of a sustained connection. The values are foundational as they will be at the core of every discussion and will be important when key decisions are being made. Having similar life interests eg sports or arts gives you something in common to relate to. In the case of our Wealth Mentor, he wanted clients who shared similar spiritual beliefs and also his interest in tennis. In his practice, other advisors wanted clients who were interested in environmental issues and football. What they found was that their relationships were much stronger with clients in these zones.

Once there are common values and interests, then whether you keep the relationship with the client will depend on natural DNA behavior. This gets back to segmentation based on behavioral style.

To learn more and to get started with implementing DNA Behavior Solutions to segment your clients, click here.


Do You Know Who Your Clients Are?

No matter the industry, providers of products and services are always saying something to the effect of: “You are blind as to who is going to walk in the front door for their first meeting with you. As you work with the client a bit you have a greater collection of knowledge but still not the whole picture. It can still take 10 years or more to really know who you are dealing with”. Do you truly know the life and financial motivations of your clients? Their deepest desires? Do you know their risk tolerance? Do you know what types of products and services they want?

The reality is that most providers of products and services know very little about their clients. For the first few hours from meeting the client research shows that less than 10% is known about the client and in the medium term less than 20%. How much better off would the client and the provider be if more was known earlier?

The question I have is: why don’t product and service providers seek to find out more about their clients? One reason is that it is hard and we do not have the time. So, the key is finding a way to quickly and non-invasively get the information you want and make the client feel understood. The process must be mutual.

Our “inside out” process for serving clients is below. Most providers start at step 3 – the product providing point. Whereas starting at step 1 is key – understanding the client’s life and financial motivations. Step 2 is to demonstrate empathy by communicating on the clients terms, and then step 3 is to match the DNA of the client to the right product. Finally, step 4 is to guide the client to make the right choices.

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If you want to get started on this process, please go to and take our complimentary Communication DNA profile. Then you can see how to bring this process into your business to get to know your clients at a deeper level much more quickly for a more productive outcome.