Certainly, some will have no desire to focus on any target markets. Some will quickly move toward the people with whom they feel they can relate and will be grateful for the additional focus. Still others will move up two paces and back two paces until someone decides for them, or the wins of others that are focused simply become too compelling. Relationship marketing is a change in direction for many and requires that management and advisors recognize it as a process. Experience has shown that once managers focus on the specific target market segments that are viable for their office and then involve the advisors in the specific target market selection process, the culture changes.
Many producers continue to fish for a market while markets beg to be fished.
Before most advisors find their niche, they leave. To prevent this, offer them guidance and coaching from the management team. The proper guidance and coaching of producers toward and within a target market improves production and profits. In summary, if you have focus don't lose it, and if you don't have it, waste no time in getting it. All rights reserved.