How financial advisors can approach the Walmart manager niche

By Lloyd Lofton

The financial advisory landscape continues to evolve, and finding non-traditional niches is becoming crucial to tap into lucrative markets without blending in with the competition. One intriguing niche that has surfaced is the realm of Walmart managers. Yes, you read that right – Walmart.

Walmart recently made headlines by announcing a significant increase in the average pay for store managers, with some managers now earning up to $128,000 per year in base salary.

This raises a compelling opportunity for financial advisors to explore a niche market that has been largely untapped.

Understanding the potential market

Consider this:

There are more than 10,586 Walmart locations across the U.S.
On average, each Walmart store employs 10-15 managers.

With the recent salary raise, that's a niche market of more than 150,000 potential clients who are all experiencing a 9% increase in their income.

Why Walmart managers?

Income growth: With the significant pay raise, managers have more disposable income and potentially more complex financial needs.

Underserved market: Despite their growing financial capability, there's a lack of specialized financial advisors catering specifically to managers.

Opportunity for differentiation: By specializing in this niche, financial advisors can set themselves apart from the competition and establish a unique position in the market.

Engaging the Walmart manager niche

Before diving in, conduct thorough research to understand the financial needs, challenges, and aspirations of Walmart managers. This insight will guide your approach and services.

Develop customized financial solutions tailored to the unique circumstances and goals of Walmart managers. This could include compatible retirement planning with their company benefits, investment strategies that consider the stock grants they receive, insurance coverage and more.

Attend local Walmart events, sponsorships, or engage with store management to build rapport and establish trust within the community.

Offer financial education seminars or workshops specifically designed for Walmart managers. Topics could include budgeting, saving for retirement, investment basics and financial planning.

Establish a strong online presence through social media, blogs and targeted advertising to reach Walmart managers who may be seeking financial advice.

Encourage satisfied Walmart manager clients to refer their colleagues and friends within the Walmart network, expanding your reach organically.

Attend industry conferences, trade shows, or join professional networks where Walmart managers may congregate. Networking opportunities can lead to valuable connections and client referrals.

Tapping into non-traditional niches like Walmart managers presents a unique opportunity for financial advisors to expand their client base and differentiate themselves in a competitive market. By understanding the needs of this niche, offering tailored solutions, and engaging with the community, financial advisors can establish a strong presence and build lasting relationships with Walmart managers seeking financial guidance. Embrace the opportunity to think outside the box and carve your niche in this hidden realm of wealth and be the go-to resource in 2024.

Lloyd Lofton is the founder of Power Behind the Sales. He is the author of The Saleshero’s Guide To Handling Objections, voted 1 of the 11 Best New Presentation Books To Read in 2020 by BookAuthority. Lloyd may be contacted at [email protected].

Lloyd Lofton is the founder of Power Behind the Sales. He is the author of The Saleshero’s Guide To Handling Objections, voted 1 of the 11 Best New Presentation Books To Read in 2020 by BookAuthority. Lloyd may be contacted at [email protected].