How to Reach the Retired Before They Retire

When deciding which corporations to target, I recommend reaching out to your current clients and centers of influence, looking for high-level employees or executives (such as CEOs or chief financial officers). Approach them by identifying their problems and explaining how your course can solve them. Explain the premise of your training and ask if they would be willing to make an introduction to their employer or to the owner or human resource director of a local corporation with whom they have a relationship. I also encourage getting involved in your local chamber of commerce and other networking groups, because this will help you develop new business relationships.

After the introduction has been made, we typically set up a meeting for me to come in and present my course to the appropriate parties. At the meeting, I review my materials with the group. I walk them through my step-by-step training and the benefits it provides their employees. I explain the FINRA letter and how the presentation materials have been approved by the financial services industry’s governing body. I emphasize my education and experience in providing retirement training for employee groups. I illustrate the benefits that the corporation and its employees may gain from participating in the training.

Throughout this process, it is vital to position yourself not as someone with ulterior motives, but as someone who can provide valuable information and answer important financial questions. I always emphasize education and steer clear of any sales presentations or jargon. I want to position myself as a trusted resource and provide information to everyone in the organization so they can make more informed decisions about their financial future. The conversations should be tailored around what their business needs, how you can meet their expectations and that the ultimate benefit of this training is to help their employees.

The Presentation

After the corporation has committed to holding a training program, it’s important that you already have begun planning the implementation process. There is still work to be done between the time you get a “yes” and the time you actually present to the employees.

Be sure to tell your contact at the corporation what you will need for your presentation — from technology to time frame to training room preferences. Also, you need an action plan to make the workers aware of the training. Can you add an article to the company’s internal newsletter? Can information be passed out to the employees? Can signage be placed around the office? In order for the employer to maximize the benefits of your training, workers must know it exists. See if you can take an active part in generating interest. By setting expectations and communicating effectively, you will solidify your role as a resource.

There is no need to “sell” your services at the presentation. You simply need to let the audience know that you will make yourself available if they have any additional questions afterward. Their employer already has endorsed your expertise by having you present to the group. You already have illustrated your expertise on financial and retirement planning during the presentation. Someone coming to see you for personalized insight on their financial situation is not a stretch. If they need you, there’s a good chance they will seek you out.

After you have one or two organizations on board for training, it becomes easier to prospect to additional corporations. You have a point to reference and experience you can refer to. Soon enough, you will have corporations reaching out to you for access to your training programs for their employees.

While avoiding sales-type pitches is crucial, positioning yourself as a resource will help catapult you into becoming an expert. As more baby boomers transition into their post-workforce years, corporations continue to be one of the best untapped resources for advisors. By getting in front of your ideal audience and offering important retirement knowledge, you open the door for ongoing opportunities. This will give you the ability to grow your business significantly for years to come.

Sean P. Lee, founder and president of SPL Financial, specializes in financial planning for retirement and assisting individuals with creating retirement income plans. Sean may be contacted at sean.lee@innfeedback.com.