presentation by andrew brook-dobson to ifp essex branch 14/7/2011

Wealth Management Consultants

IFP Essex Branch Meeting

Lifestyle Financial PlanningExplaining itMarketing itDelivering it profitably-

Wealth Management Consultants

Why?

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IntroductionInsight into:

Our values

Our view of Financial Planning

Our offering

Our marketing

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IOur Values

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Money is neither interesting nor important

True wealth is (usually) measured in time &

relationships

Life is not a rehearsal

Financial Advice doesn’t work

Active investment – not a promise you are sure to keep

Normal Investment advice is “corrupt”

Our Values / BeliefsOur Values / Beliefs

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IIOur view of Financial

Planning

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Financial PlanningFinancial Planning

• All about helping to give “Context”

• All about helping get the right balance between

“living for now” and “living for the future”

• Nirvana = The cheque to the undertaker bouncing

• Fiscal Orienteering

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So what’s more important (and interesting)

than money?

Financial PlanningFinancial Planning

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Financial PlanningFinancial Planning

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VOur OfferingIII

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Our Offering – Who forOur Offering – Who for

5 Characteristics:

• Materially Successful

• See Big Picture

• Time Poor

• Delegators

• Take advice

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Our Offering – Who forOur Offering – Who for

Typically: Senior Executives of listed Retail

companies, aged 45-55, earning > £300kpa

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Our Offering – What we doOur Offering – What we do

• Provide a “Personal FD” Service

• that helps ensure our client’s “Material Success”

translates into “True Success”

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Our Offering – HowOur Offering – How

• Prospect Meeting

• Client Meeting #1 – Discovery

• Client Meeting #2 – Initial Planning Meeting

• Client Meeting #3 – Follow up Planning Meeting

• Client Meeting #4 – Implementation

• Annual “Forward Planning Meeting”

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Our Offering – What our client’s Our Offering – What our client’s saysay

“I left our last meeting wanting to skip, I felt so happy

and free”

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Our Offering – What our client’s Our Offering – What our client’s saysay“You have helped me understand what I need to be

planning for and hence the decisions I need to

make today to ensure this happens”

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Our Offering – What our client’s Our Offering – What our client’s saysay“For years we have felt poor, had no fun and it has

felt that we’ve been pushing a large rock uphill.

But you’ve helped lift a huge load from us, shown

the way forward and are now starting to have the

fun (and the life) we have always dreamed of”

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Our Offering – What our client’s Our Offering – What our client’s saysay“The reassurance and clarity of direction that you

have provided has given us a greater sense of

purpose in our day to day lives and, ironically

perhaps, we are working as hard as ever but with

even more enjoyment”

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Our Offering – My Personal MissionOur Offering – My Personal Mission

“To do my utmost to ensure that all those people I

encounter in my life, be they family, friends,

colleagues or clients, can truly say “I’m pleased I

did” rather than “I wish I had”

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VOur MarketingIV

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Our MarketingOur Marketing

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Our MarketingOur Marketing

• Niche

• Focussed

• Targeted

• Innovative / Creative

• Personal

• Language

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SoI would suggest:

Identify what your beliefs really are

Create a service consistent with them

Live consistent with them

Be creative (delivery & planning)

Identify the niche its appropriate for

Do you like working with them? (If not rethink)

Package it

Market it

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Thank Youfor

Listening!