[Developing your firm and services to create ever-growing value for your customers should be an ongoing commitment. This is the single most strategic activity you can focus on, especially in our new business environment of accelerating rates of change. This effort will position you to continuously respond and thrive in this challenging and competitive financial services marketplace.

To better understand this value creation dynamic and how you can better compete to grow and retain your clients, we decided to reach out to Institute members Mike and Dean Thurman, financial advisors and co-founders of White Glovean award-winning end-to-end premium marketing company that specializes in “done-for-you” marketing including lead generation, lead nurturing, and client engagement for financial advisors and other industry professionals. They just recently went through the strategic exercise of building and launching a new marketing technology platform White Glove ONE that integrates their unique package of services into a holistic integrated offering.

We wanted to explore their thinking and process in creating greater value for their financial services clients that may offer advisors ideas for building a greater value proposition for your clients…and give you some new marketing and engagement tools to nurture your prospects and client relationships at the same time.]

Bill Hortz: What were the motivations and thinking behind launching your new White Glove ONE platform?
Dean Thurman: The founders are financial advisors and did a lot of seminars that helped us substantially grow our business. We wanted to help other financial services advisors just like us be successful. Our first iteration of White Glove was essentially that—offering completely done-for-you seminars.  We quickly realized two things that we knew factored into an advisor’s success with seminars:

The first was that advisors learn and get better over time. You can have moderate success with one or two, but on the fourth, or fifth seminar, that’s when you are really doing great. So, we enhanced our initial offering of workshop services to White Glove ONE. It encourages and incentivizes advisors to stick with it, to sharpen their saw, and build skills so that they have a better outcome. It also includes access to numerous training resources through White Glove University to help with that too.

The second realization was that many registrants and attendees need to be nurtured before they become a client, so we packaged nurturing solutions into White Glove ONE to increase ROI for advisors.

Mike Thurman: That is exactly right! Growing your practice is more than just doing one or two workshops. It’s an entire system of multiple workshops, professional training, and nurturing past registrants. Our more comprehensive platform encourages advisors because of the subscription model—do more workshops because that’s when we see greater success—AND nurture leads who came to the workshops. This expanded and integrated value proposition provides a very powerful ROI increase for the host and maximizes the likelihood of success.

Hortz: What are the various service and product components you offer?
Mike: White Glove ONE is an entire system, within one platform. All done. All in one. Including:
• Proven lead generation tools and resources
  • Workshops: in-person seminars and webinars
  • Conversion Campaigns – to nurture newly acquired workshop leads into appointments

• Nurture services – to stay top of mind with prospects, build relationships, and book more appointments:
  • Social media posts
  • Email newsletters
  • Advisor-branded content

• Engage solutions – to frequently communicate with clients to uncover more opportunities (referrals) and minimize client churn.
  • Social media management
  • Email marketing campaigns
  • Advisor-branded content
  • Review and referral generation

• White Glove University access – for all the tools and training necessary to be successful

Dean: Why these products and services are what they are is because Mike and I have a combined 60+ years of experience in marketing our practice. These are the products and services we found that were most efficient in growing our seminars and practices.

Mike: Our integrated platform goes beyond the workshop, also nurtures existing clients, and helps advisors maximize ROI from their existing client base as well.

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