positive impact in the world. We seek out these wonderful and uplifting stories and put on an
event called the Leadership, Legacy & Inspiration Awards. In that event, we feature a widely
recognized speaker on the subject of servant-hearted leadership, as well as interviews I direct
with highly successful business owners/leaders from the community who are not only very
successful but are also givers back to the community and have been for a very long time.
Finally, we also feature the stories of 14 or 15 individuals — some are professionals, some
are business owners, some are simply people who have a vision to help others in a lasting
way — who are making a difference in this world. We select four as our grand Inspiration
Award winners. This has put me in front of a number of highly
successful business leaders and owners and positioned me in
a very positive way in my community. Please understand that
is not why I co-founded The Center for Wealth & Legacy. It is
not meant to be a referral generator. It has just turned into that
over time, after a lot of sweat equity and with the help of an
amazing advisory team that, likewise, wants to turn the world
upside down for good.
Silverman: As an MDRT member, I’ve gathered valuable
ideas at the MDRT Annual Meeting over the years in terms of
where and when to hold workshops, as well as the right and
wrong things to say in your discussions with potential clients.
Our ideas for prospecting are a little unique in that we are targeting people at a specific
company who are going to be forced out or will retire in the near future. We market our workshops around their pension plan to give the prospects information that will encourage them to
come and see us for a more formal meeting. The biggest mistake you could make would be to
tell invitees that the workshop will be specific to their pension plan and then conduct nothing
more than a disguised investment seminar. Not only will this inhibit you from bringing in new
clients, it will diminish your credibility significantly.
What’s your best prospecting idea?
Hirsch: Would you be willing to share the single best prospecting idea that you’ve been
using lately and that has been working well for you?
Kelly: Health care — where there is smoke, there is usually fire, and, in this case, a big
one! We have developed a proprietary approach to companies with 50-plus employees on
their health care plan — preferably 100-plus. For companies of this size, we are negotiating
20 percent to 30 percent rate reductions in most cases and allowing the business to potentially
save a lot of money, which they can then use in others ways — some of which we can get
paid for a second time! As well, if they are willing to donate a portion of the found savings, to
the extent they are willing to make charitable donations with a portion of the savings, we will
match their donation. If they prefer, we use a portion of our fee to help them set up a wellness
program or enhance an existing one. Our fee is 40 percent of the first 12 months of savings,
from which we can then match donations or help with the wellness program. This is opening
up all kinds of conversations to new and existing clients. It is a win-win, and all without having
to change — in most cases — health care providers, benefits to employees or even brokers.
Silverman: One of the best prospecting ideas we’ve incorporated in our practice is calling clients on their birthday. It sounds simple, but most advisors don’t do this. Just recently, I
called a client in Atlanta to wish them a happy birthday and I learned they had just inherited
some money and needed to invest it. Be sure to call your clients on their special day. It costs
nothing, takes very little time, and you never know what might happen.
A second idea is to hold a thank-you dinner for your most loyal clients. We host three or
four of these each year at a steakhouse. The intention of this event is to be nothing more than
a social gathering, and my clients genuinely
appreciate the gesture.
Charles K. Hirsch, CLU, is a contributing editor to Life Insurance Selling. He is the president of Hirsch Communications Consulting in