Try a little “brain-based sales and marketing,” suggests ASSPA’s Lisa Allen. Speaking about building a loyal client base this week at the ASSPA/NAPA 401(k) Summit, Allen offered the view that plan sponsors typically choose to work with an adviser because they find a “good personal fit,” then retroactively confirm that all of the objective and numbers-based reasons for that decision are in line.”
So what makes for a good personal fit? One way to answer the question is simply to ask yourself the same question about people you purchase products and services from. In the interactive seminar Allen was addressing, the common theme of attendee answers was vendors’ enthusiasm for their work, and their willingness to go beyond the call of duty to satisfy their customers. (Example cited: The restaurant owner who drove a pair of patrons back to their hotel when no cabs were available to take them.)
