sourcing the high-net-worth for wealth protection hyatt regency — chicago, il tuesday, august 4,...
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Sourcing the High-Net-Worthfor Wealth Protection
Hyatt Regency — Chicago, ILTuesday, August 4, 2009
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Wealthy clients turn to professionals with whom they have established, trusted
financial relationships for guidance when seeking a financial advisor.
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0
10
20
30
40
50
60
N=1,417
Accountant or Attorney
Current Client
Seminar Public Relations
Direct Mail
Cold Call
54.2%
30.1.%
13.5%
4.4% 3.5% 3.2%
The Affluent Client PerspectiveHow the $1M-$10M net worth segment source advisors
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N= 164
Other
Financial Professionals
“Fashion Show”
Current Client
Non-Financial Intermediary
54.3%
15.8%
13.4%
10.4%
6.1%
The Ultra-Affluent Client PerspectiveHow the $20M+ net worth segment found their advisors
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Advisors consistently receive their best wealthy clients from professionals, such
as accountants, that provide a complementary service to their own.
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N=6,120
16.2%
37.9%
42.9%
The Advisor PerspectiveSources of best wealthy clients in past 12 months
Client Referrals
2.8%=All Other
FA Revenue Sharing
Professional Referrals
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The average net worth of clients referred to advisors by centers-of-
influence is significantly greater than those referred by other sources…
…and high-net-worth practitioners are more likely to get new business from
professionals than clients.
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Source $1M+ $500k-$1M $250k-$500k <$250k
Client Referrals 5.8% 22.6% 39.7% 50.8%
Professional Referrals 76.9 65.1 41.3 28.0
FA Revenue Sharing 17.3 12.0 9.9 21.2
Other 0.0 0.2 3.1 3.8
N=6,120
Wealthier Clients Turn to Trusted Professionals New Business Sources by Client Net Worth
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Source
Multifamily Office
Wealth Manager
Product Specialist Generalist
Client Referrals 16.7% 38.7% 4.9% 61.7%
Professional Referrals 52.3 57.9 17.5 31.7
FA Revenue Sharing 29.3 1.2 77.1 2.1
Other 1.7 2.2 0.6 4.4
N=6,120
High-Net-Worth Advisors Rely on Professionals New Business Sources by Business Model
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Advisors know that centers-of-influence can be an important source of new business, but
most can’t realize the opportunity.
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In The Crosshairs COIs report significant attention in just a 6-month period
0 2 4 6 8
4.9
6.2
Advisors approaching lawyers
Advisors approaching accountants
N=619 lawyers, 251 accountants
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Most Advisors and COIs Interact Intermittently
The Typical Alliance
Periodic referrals of new business
One of many advisors that receive new business referrals
Not focused on sharing business opportunities
Not considered in the business planning process
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What Has to Change?Comparing Typical Alliances & Strategic Partnerships
Typical Alliances Strategic Partnerships
Periodic referrals of new business
Regular referrals of new business
One of many advisors that receive new business referrals
The only or primary advisor for referral business
Not focused on sharing business opportunities
Actively looking for opportunities that benefit the partnership
Not considered in the business planning process
Central to one another’s growth plans
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Most advisors value their client relationships more highly than their referral sources, a fact that is reflected in how they interact with and service
centers-of-influence…
…but COIs are relationships that need to be cultivated and managed like clients in order to
flourish and be productive.
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Knowledge Is Power
Answer the following questions for your Top 10 Clients 1. Client’s long-term financial goals and objectives2. Name of significant other, if any3. Names of children, if any4. Client’s top three pressing concerns5. Client’s interest outside of work6. Best experience with a financial advisor7. Worst experience with a financial advisor8. Preferred method(s) of communication9. Religious orientation10. Nature of philanthropic activity, if any
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N=6,120
44%
A Direct Relationship Knowledge decreases with income and business complexity
Can answer 7 of 10 questions for Top 10 clients
Can answer 7 of 10 questions for next 10 clients
44%
21.5%
For Top 10 Clients67% of advisors with $1M+ income69% of wealth managers94% of multifamily office providers
For Next 10 Clients52% of advisors with $1M+ income80% of multifamily office providers
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A Different PerspectiveAnswer these questions for one of your referral sources
1. COI’s long-term financial goals and objectives2. Name of significant other, if any3. Names of children, if any4. COI’s top three pressing concerns5. COI’s interest outside of work6. Best experience with a financial advisor7. Worst experience with a financial advisor8. Preferred method(s) of communication9. Religious orientation10. Nature of philanthropic activity, if any
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Both parties have certain baseline expectations and needs. Know what they
are in advance and don’t compromise.
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A Starting PointThese five questions can quickly identify a “bad fit”
• Who is the professional as a person?• What are the professional’s goals and objectives for
his or her practice?• Does the professional have a perspective or bias on
various financial services and products?• What is the average profile of the professional’s
current clientele? • How does the professional currently get new
business?
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The Short List COIs have prerequisites for their partnerships, too
Lawyers Accountants
Personal Integrity 98.4% 99.2%
Understand Their Role 94.0 94.8
Technical Expertise 91.9 88.8
State-of-the-Art Strategies & Product Ideas 75.3 82.1
N=619 lawyers, 251 accountants
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The right professional partner must be selected through careful screening to ensure a fit with your business goals,
capabilities and personal style.
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Draw On Your StrengthsClient interactions can be a blueprint for working with COIs
• Develop a profiling process– Gather essential data– Build rapport– Evaluate the potential– Identify how to add value
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Getting to the Next LevelUnderstanding their practice and perspectives is necessary
• How do they manage their practice?• What marketing approaches do they use?• How are they compensated and how does it impact
their lives?• How can you be a resource for them?• How open are they to working with you?
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• Identify and rank potential partners– Past referral sources
– Potential sources of new business
• Structure your profiling process– Create a “hit list” of high impact questions that access the
information you need
• Conduct and review meetings– Start at the bottom of your list
– Refine your efforts based on experience and results
Words To The WisePreparation and planning are worthwhile efforts
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Perhaps most importantly, both professionals must get value from the
partnership for it to sustain and evolve.
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What’s In It For Me? Remuneration comes in many forms
Direct Financial Incentives
• Reciprocal referrals
• Sharing in revenues from product sales
• Generating significant professional fees
Indirect Financial Incentives
• Practice management
• Marketing support and ideas
• Insights into alternative compensation structures
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Key Areas of InterestLeverage your resources to meet their needs
Lawyers Accountants
Best Practices 86.1% 89.2%
Marketing Ideas & Support 64.3 73.3
Ways to Improve Compensation 75.9 68.1
N=619 lawyers, 251 accountants
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Food For ThoughtGuiding principles for working with centers-of-influence
• COIs are the best source of new wealthy clients, but a relationship doesn’t presume referrals
• COIs must be cultivated and access to their clients must be earned
• Not everyone deserves to be your partner, dedicate the time upfront to understand and assess possible candidates
• In a strategic partnership the COI is your client• Limit your strategic partnerships to 5 or less• Respect the existing relationship between COIs and clients,
keep them informed and don’t overstep boundaries• Continually add value to become the essential partner