Performance Tips

Marketing to Women Effectively and Successfully

I am excited to be hosting Insider Secrets for Marketing to Affluent Women on Tuesday, May 6, 2014 at 2:00pm Eastern (1:00pm CDT, Noon MDT, 11:00am PDT).

Click here to register for free.

Presented by Annette Bau, CFP®, Author: 101 Insider Secrets for Marketing to Affluent Women, How to Get Your Share of this $20 Trillion Market

The opportunities available to an advisor for marketing, retaining and growing their book of women and couples are larger than any we have seen in years. The Newsweek article title summed it up: “Women are Poised to Become the Biggest Economic Engine The World Has Ever Known.”

“Due to a narrowing wage gap and rising female employment, the vast majority of new income growth will go to women,” the article claimed.  In addition they shared that females control over $12 trillion, or 65.4% of annual spending in the United States.  Other experts believe that number could exceed $40 trillion!

The Boston Consulting Group study asserted that “female economic growth represents the biggest emerging market in the history of the planet — more than twice the size of the two hottest developing markets, India and China, combined.”

The CEO of Avon who was also quoted in Newsweek shared that “Any company that overlooks the woman as the decision maker is making a huge mistake.”

Click here to learn more, attend our upcoming webinar and to register.

Just how big is the opportunity? Some of the best statistics include:

  • Women control 51% of all private wealth in the U.S.1 and make over 80% of buying decisions.
  • Women constitute 47% of the North American affluent market with assets above $500,000.2 According to the IRS, roughly 39% of the wealthiest investors — those with assets of at least $625,000 — are women. In this group, there are over one million women with a net worth of at least $1 million. Do the math: If you simply convert one-one hundredth of a percent of this market as clients, you’ll capture more than $100 million in client net worth.
  • Women-owned companies with 500 or more employees have grown by over 100% from 1997 to 2002.

1 Source: Federal Reserve cited in PBS Online, To The Contrary, Hot Topics Women & Philanthropy.
2 Source: World Health Report 2002, Merrill Lynch/Cap Gemini, Ernst & Young.

Advisors and agents who want to survive and thrive can’t afford to ignore or underestimate single or married. While it is guestimated in the financial services that 70% of women replace their financial advisor when their spouse dies.  While that is staggering, some firms are losing 98% of their clients (mostly female) when the first spouse dies.

To learn more on how to retain and increase your women clients access training options here.

We look forward to seeing you on the webinar!


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Lessons Learned Taking out the Garbage

Recently I had the privilege of speaking at the Pete Hegener Leadership Award dinner hosted by the Economic Council of St. Lucie County, Florida. This prestigious award is named in honor of the late Paul J. “Pete” Hegener, the former president of Core Communities and the visionary behind the development of Tradition, an 8,000 acre Master Planned Community. The award recipient must exhibit commitment to a vision and the extraordinary ability to recognize and work with the talents of other individuals, being able to put their interests ahead of his or her personal goals.

My remarks began with a story from my childhood. As many of you may know I was orphaned at age 6 and being too old to be adopted I spent my childhood and teen years in many different foster homes. I learned a valuable lesson while taking out the garbage at one foster home that helped me understand at a young age the difference between leadership and managing.

Here is the story:

When I arrived at my third foster home I was given a list of chores to do, one of which was taking the trash cans out to the street for the garbage men. These were old beat up metal cans with skinny handles and seriously dented bottoms. They were always full to the brim and were too heavy for me at 8 years old to lift, so I attempted each week to push them down the rough asphalt driveway to the street.

For weeks I was frustrated that as I pushed these cans, their jagged bottoms would dig into the asphalt and tip over 2-3 times enroute to the curb and garbage would spill out. So rain or shine I would have to clean up the mess and continue to move these cans to the curb. However one glorious day I had an epiphany. Instead of pushing these cans which dug in and seemingly refused to be moved if I could somehow lift the front of the can maybe it wouldn’t dig in.

So, I took one of the skinny handles in both hands, lifted the front ever so slightly and magically the can followed me right to the curb. I used this approach every time thereafter and never had a can dump on me ever again!

Over the years of building companies and leading wonderfully talented people I have reflected on this event in my life countless times. I have always felt just attempting to manage people can be a lot like pushing those trash cans. There is plenty of effort expended and if people dig in from being cajoled and pushed, then mutual frustration becomes the reality.

Leading people on the other hand is a lot like my epiphany moment. Get out in front, lift people up and lead the way. Managing from behind is not an option. Here are a few things I have also learned from experience about leadership:

1)      Any communication that tells people they are wrong will not be received. Allowing people to explain why they think they are right opens the door for correction.

2)      Praise and cooperation works better than scolding, intimidation and orders.

3)      Treat mistakes as wonderful opportunities to teach.

4)      Allowing people to fail is the only way to ensure their success in the future.

5)      Start every meeting off with wins (the positives), as no one wants to go to meetings where the topic always is what is wrong & needs to be fixed.

6)      Hire & surround yourself with people better than yourself. They will inspire you and the culture created will inspire them.

7)      Invest in your people. Unless you build people you build nothing that lasts.

8)      Be sure every individual sees the difference they are making in the organization & with clients. It gives them confidence and real ownership.

In summary, we all have opportunities to learn through life events and education. If you’re a leader then LEAD your team.  People want direction, guidance, and knowledge of your game plan for a successful future. If you provide these things people realize you are all about them and not about you. As I said when I closed my remarks at the leadership dinner, “Pete Hegener demonstrated leadership not management.”

A good lesson and example for all of us who want to leave a legacy.

C.Richard Weylman CSP, CPAE has been inducted into the National Speakers Association Hall of Fame. To date 219 individuals have received this honor including legendary communicators such as Ronald Reagan, Zig Ziglar, Og Mandino, Jim Rohn, and General Colin Powell.

To inquire about Richard presenting at your next event contact speak with Teri Kotlarski at 800-535-4332 or via email at

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No Joke!

Recently I attempted to call a wealth management firm to inquire about their platform, process and promise of outcome. Their automatic answering system directed me to select from several options to make an inquiry. Yet none of them took me anywhere except their general mailbox, which was full. I then called back and tried their “reach an advisor by name” directory. Amazingly after entering every single extension given not only did I not reach a single person, I was auto informed that my entry(s) were all invalid! No Joke! How would a prospect reach anyone in this firm?

But it doesn’t stop there, too often when calling any firm or advisor the best you can hope for is to reach a live person who then proceeds to tell you the person you’re calling is ”unavailable“ but asks “would you like their voice mail?” With so many firms concerned with “phone coverage” for incoming calls this offer falls woefully short of an elevated experience or even a reasonable service response. No phone coverage is needed to leave a voice mail!

In contrast, over the Christmas holidays I called the Kahala Hotel in Honolulu for dinner reservations on their popular veranda which overlooks the Pacific Ocean. My call was answered promptly by the hostess but, unfortunately the veranda was booked for the time I wanted on Christmas Eve. BUT the hostess offered “I don’t want you to wait for me to find an alternative time slot while I seat my current guests, so I would be delighted to transfer you to the veranda manager who will do everything possible to find a time that could work for you.” The manager answered on the second ring & found a time slot that would work and then gave me her personal direct line if “I needed further help.” Sweet!

When someone calls into your office is this same level of care demonstrated?

The shift in approach that is needed to elevate the incoming call experience for clients and prospects alike is really quite simple. Instead of the automatic “would you like their voice mail“ why not instead say, “He/she is not available however how can/may I help you?”

This shift in service protocol personalizes and humanizes the person’s inquiry & makes a noteworthy impression.

So although your auto directory and voice mail may work, putting client service & their impressions first will make you and your work much more distinct.

C. Richard Weylman CSP, CPAE

Elevating your Business performance in Today’s Marketplace


Weylman Consulting Group

The Weylman Center for Excellence in Practice Management

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“I Did it My Way”

On December 30, 1968 Frank Sinatra recorded Paul Anka’s lyrics (talk about an Annuity!) and popularized the tune “My Way” and gave every listener the permission to do things their way. “My Way” is ubiquitous at every retirement party, many funerals and somewhat oddly the bride’s theme song at a wedding I attended.

As we approach the end of the first quarter of the 2014 season, ask yourself are you doing things your way and if so, are you on track to make this year your best yet? Are the things you wanted to accomplish and improve upon becoming a reality or are you still in “hope to do” mode?

Even if things are going your way (another tune to reinforce your way) take a hard look at the following Business Performance Factors and honestly decide if you have put these in place and are continually improving upon them incrementally this season.

1. Is your value promise (not proposition) about the outcome prospects receive by doing business with you or is it about your products, services and attributes?

2. Are you targeting the right buyers, or are you primarily just focused on finding more people to sell?

3. Do you have delighted advocates who bring business to you or simply loyalty neutral satisfied customers?

4. Is your team working on purpose to deliver extraordinary value and elevated experiences or are they continually working under pressure to sell more or gather more assets ?

5. Do your clients and prospects recognize the value you deliver or are your prices or fees in question?

Continual Improvement in these 5 areas will create an amazing transformation in business performance;

  • New prospects will be compelled to inquire.
  • Existing satisfied customers will move from loyalty neutral constituents to delighted advocacy.
  • Your team’s culture & efforts  will be defined by the desire to communicate and live out your

clear promise of extraordinary value.

  • Your marketing will become distinct, your sales process more personalized and your business

Will grow through transformative purpose versus transactional pressure.

Now is the time to assess if doing things your way is getting you where you want to be or is it just helping you justify where you are now.

For insight on how to continually improve inquire about our personalized coaching model or at the very least pick up a copy of my recent book “The Power of Why-Breaking Out in a Competitive Marketplace “ at

C. Richard Weylman, CSP, CPAE,   Please visit our websites for more information at and and

Or email me at

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A Mastermind Group I Recommend You Attend

What Impact Would It Have On Your Business If You Applied The 4 Habits of The Most Successful Advisors?

You may be familiar with the saying, “Success Leaves Clues.” It does more than that. It reveals patterns. The patterns of the most successful Financial Advisors during the most challenging times are worth knowing and emulating.

Learning these patterns and habits will help you capitalize on the good times and bullet- proof your business for the next downturn… and there will be a next downturn. We just don’t know when.

It’s not personality or luck or genetic predisposition that determines your success or failure as a Financial Advisor. It’s consistently doing certain proven activities in a certain way that produce certain the results you ultimately want and deserve.

And there are 4 specific work habits of the most successful Financial Advisors that you will learn when you attend the Mastermind session in San Diego, April 2nd – 4th.

However you are running your business these days, you will find this content highly relevant and valuable to help you elevate your client value and grow your business to the next level. These work habits are not Values-Based Financial Planning specific.

Watch Bill’s video of him talking about some of the benefits that you can expect from this high-content Mastermind program by going to

As a result of attending this thought-provoking Mastermind program, you will learn:

  • The 4 Work Habits of The Most Successful Financial Advisors
  • How to rescue people from other Advisors (steal them away), if you want more Ideal Clients.
  • The 4 things that clients will gladly pay you 50k per year to do for them.
  • Answers to your biggest question, problem, issue that can help you enjoy your business and life even more so you can be even happier than you are today.
  • Ideas to increase the value of your business so when you are ready to sell it you will get top dollar.
  • Specific concepts that your peers have implemented to help them be at the level of success they currently enjoy.
  • How to be even more referable so you can more quickly get Ideal Clients.
  • Ideas on how to retain your great clients forever.
  • To enjoy even better work life balance.

Enroll right now at

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“Can you spell your name?”

Traveling frequently to speak at conferences as well as for our consulting business I am always interested on how people interact & communicate with others.  Unfortunately in a world where “selfie” was considered to be the best new word of 2013 by the Oxford Dictionaries, we have seen other changes and additions to our lexicon. ”"

How many times have you been asked when walking up to a hotel late in the day with your baggage in tow “checking in?” Or been asked by a so called customer service rep when calling a customer service line “can you spell your name?” The last time I was asked this I was tempted to say “Yes but I have struggled with it since kindergarten.” Or it seems like nearly every time you walk into a retail store you’re asked (and not always in a pleasant tone) “can I help you?”

These questions, however well-intentioned, speak to how robotic & often unengaged so many are in the customer service arena today. Worse, it creates exactly that same unengaged perception with clients and prospects. Interestingly, I have noted that the retail behemoth Walmart seems to understand the importance of this level of customer perception as they have recently changed their employees’ aprons from “Can I help you?” to “How can I help you?” and even McDonalds now “serves” burgers and no longer “sells” them.


Unfortunately those are not the only phrases that erode a client or prospect’s perception as to whether they are being serviced or engaged with in an authentic way.


I have called offices and heard many things that clearly are standard responses with no thought given to the caller’s perception. In the past week I have been asked to “hold on a second,” told “let me see if she wants to talk to you” and my favorite “I don’t know where he is, he never tells me anything.”


Unfortunately it doesn’t end there. In the sales and marketing arena too often words that lack conviction or direction such as sort of, kinda, maybe, & possibly are used to attempt to convey value. Yet their very use erodes the consumers’ confidence. Clients and prospects alike realize these are weasel words, which the Merriam-Webster dictionary defines as “a word used in order to evade or retreat from a direct or forthright statement.”


By most accounts, the expression weasel words first appeared in Stewart Chaplin’s short story “Stained Glass Political Platform,” published in The Century Magazine in June 1900:

“Why, weasel words are words that suck the life out of the words next to them, just as a weasel sucks the egg and leaves the shell.”

So lest you suck the life out of your client and prospect customer experiences and the value you deliver, assess your lexicon and create a word watch list to avoid these aforementioned lexicon pitfalls.

Think about using these replacements:

May I place you on hold?”

“How may I help you?”

And to convey value consider communicating your recommendations/solutions with conviction & enthusiasm. Use phrases such as:

And what this means to you…

And the benefit to you is…

Remember what you say and how you say it is part of the lasting impression you make. Just like a text or a posted selfie, you can’t get those words back.

C.Richard Weylman is a Hall of fame main platform speaker, bestselling author, Chairman of the Weylman Consulting Group, & CEO & CDO of The Weylman Center for Excellence in Practice Management.




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Weylman Consulting Adds Additional Bench Strength

Tiffany A. Markarian (formerly Flanagan) Joins Weylman Consulting Group

C. Richard Weylman, Chairman and Managing Director of Weylman Consulting Group, is pleased to announce that Tiffany A. Markarian (formerly Flanagan) has joined the firm as an adjunct Director of Consulting and Marketing Partner. According to Weylman, “Ms. Markarian will be actively engaged in our numerous consulting projects, and having completed our certification process, will also be a designated lead coach for those individuals and organizations that we assist with elevating their business performance in today’s marketplace. Ms. Markarian has been a long-time strategic partner with our firm; and we are delighted to have someone with her deep experience & abilities join our team.”  Ms. Markarian also serves as the Director of Business Development for a wealth management firm in Massachusetts.

Markarian brings 20 years of extensive business and marketing experience, having worked directly with hundreds of firms and sales professionals in driving productivity, growth and accountability.  She draws from her deep experience as a Director of Marketing and Senior Consultant for global financial corporations and local wealth management firms across the country.  Tiffany works with small to mid-size organizations in assessing their overall value model and gaining transaction with innovative business moves.  She brings specialized skills in acquiring and retaining clients in the midst of heightened competition and economic volatility.  She is long-regarded as a business partner in helping firms gain trust, command and attention, as well as leading associates through times of change.

Having been published for her real-world results in positioning and client cultivation, Tiffany delivers a process that helps firms gain clarity and ability in their client acquisition and retention models, and gaining distinction in their marketplace.

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“Most Advisors are Complacent”

In the past many months I have had numerous conversations with managers in all three industry sectors (banking, insurance and advisory) alluding to the fact that they think most advisors will not engage in learning new skills or invest in their own businesses or even be supportive of others.


After nearly 25 years of coaching, counseling and consulting with advisors and their firms I have strongly disagreed. Each of my coaches currently engaged with industry clients across the country would disagree as well based on the strong engagement by those clients and their year-on-year performance improvement (up 27% on average).


Yet many managers still feel that it is what it is, and nothing is going to change. Just as adamantly, I have defended advisors and their desire for growth if given the right tools and relevant actionable coursework.  The last thing advisors are is complacent, what they are is frustrated with the lack of relevant support and actionable initiatives! So let’s prove these managers wrong!


Here is what we can do to prove the advisor’s case, bringing no financial benefit to me but rather to the children at the Smokey Mountain Children’s Home:

STEP 1.      Watch this short clip

STEP 2.      If you are in the majority who want to grow your business with proven approaches and tools, click to Enroll Now

STEP 3.      50% of your total 2014 enrollment fee (if enrolled by 2/28/2014), will be donated by me to the Smokey Mountain Children’s Home, where 90.1% of every dollar goes to support the many orphaned and foster children there who call it home. As an orphan & foster child myself many of you know this work is near to my heart.

STEP 4.      Learn, implement, and elevate your performance!

Please feel welcome to contact my office with any questions.

Thank you for believing in yourself as much as I believe in you.

Sincerely your advocate,


C. Richard Weylman, CSP, CPAE


Smoky Mountain Children’s Home

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Are you suffering from “I” trouble?

There has been a fundamental change of 21st century business, the shift in power from the seller to the buyer. Prospects and even existing clients now seek out and want to do business only with those who can communicate in and from their perspective. Unfortunately the financial industry has a continuing case of “I” trouble.

In a world where information is ubiquitous, instantaneous, and inexpensive, the financially successful don’t care that you have great products, years of experience, or are rated #1. Rather, today’s consumer has a single focus, “Why should I do business with this company or advisor?  Will they help me accomplish what I want?”

No longer do potential buyers respond to a Unique Selling Proposition (USP) which so many financial firms and financial professionals continue to use. Rather, consumers today seek and respond to a Unique Value Promise. A clear functional and emotional reason, clearly stated, upfront that illustrates the outcome they will receive by doing business with you.

Here are a few Unique Value Promises of companies who have responded to this shift. Note that they communicate clear outcomes from the customer’s perspective.

FedEx: their promise? “When you positively need it overnight.”

Lazy Boy Furniture: their promise of outcome? “Live Life Comfortably.”

Dollar General conveys real value with: “Save time, save money. Every day.”

Target: “Expect more. Pay less.”

In every illustrative case they do not talk about their products, services, or perceived dominance – as in, “We are #1” – in an attempt to sell us. They don’t talk about who they are or how they do things or their years of experience. Instead they clearly message what they will do for the consumer solely from the buyer’s perspective.

In today’s commoditized and competitive marketplace prospects and clients alike know the difference between a real promise and a selling proposition. They want a high level promise of outcome before they even inquire and engage.

As a manager, agent or advisor if you actually do “tailor solutions to meet financial goals,” why isn’t that communicated to prospects and clients instead of your attributes? If you “help the affluent achieve their financial objectives,” isn’t that far better than “we have a comprehensive 6 step investment process?” Isn’t “protecting your family and assets” far better than “I sell life insurance?” Isn’t “organizing all of your assets tax efficiently” better than “I create a financial plan”?

These examples will be seen or dismissed by some in the industry as slogans or tag lines. They are neither. A slogan or tagline is often a short lived company or product-centric promotional tool used in the hope of driving sales or actions around a product or service.

In contrast an authentic Unique Value Promise establishes an advisor, an agent, a manager or even firms as distinct from all others in the marketplace.

However the change to customer-centric messaging and communications doesn’t end with a UVP. It is really just the beginning. Making a promise of outcome sets the stage and generates curiosity with the prospective buyer.

In the sales process advisors and agents must also communicate in and from the buyer’s perspective. Confusion continues to reign in the mind of the prospect when the focus in the sales and marketing process is on industry lingo, acronyms or “I, We” attributes of a product or practice. Too much value is missed without customer-centric clarification. The clarifying transition phrases “and what this means to you,” and “the benefit to you is” when used to describe a feature or attribute powerfully clarifies exactly what the financially successful will accomplish through your product or your practice.

Assuming prospects or clients will know the full value of your products and services without communicating in and from their perspective is to simply ignore the shift in power from the seller to the buyer. Affluent individuals are not interested in what you think unless they perceive you think like they think and demonstrate it in all your messaging, illustrations, and actions. To ignore this shift which has already occurred is to join the race to the bottom on fees, pricing and sustainable revenue growth.
C. Richard Weylman, CSP, CPAE, is a Hall of Fame main platform speaker, author of the current CEOread best -selling book, The Power of Why: Breaking Out in a Competitive Marketplace & Chairman of Weylman Consulting Group.  Get an edge on the competition and order this current best-seller at the link below

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You’re Client Focused? For Real?

Being recognized by clients as well as prospects as truly being client focused requires more than just a few tweaks to your service platform or client interactions. It requires that you establish a culture within your practice that at its core has a clear set of ethical client focused business principles and practices by which you and your team consistently operate.

Magic happens when every aspect of your practice is culturally aligned. You know when a prospect is not a good fit and you are willing to say no. Team members constantly and proactively find many creative ways to focus on clients as well as elevate every interaction & perception.

Too often in the financial services industry as well as in others “client or customer focused” is true in phrase only. The appearance of your office, vehicle, paper work, correspondence, presentations and even the way your team dresses has a positive or negative effect on your customer perceptions. As does how individuals are greeted, served and thanked.

To avoid only giving lip service to “client focused”, every function and action of your practice should be assessed to ensure it is solely focused on the client’s perspective & experience . It is the only sustainable way to be seen as distinct from all others in the marketplace.

To assist you with the assessment of your practice and organization Use This Checklist to Assess Your Current Culture & Areas of Needed Improvement


a)    Make enough copies of this article so that every member of your team has a copy.

b)    Working first individually, please assess your culture on a scale of 1-5 (5 being the highest) on each of   the following topics.

c)    Meet as a team to discuss your scores for each topic and come to a consensus on the one score that best represents your actual efforts & activities as a team.

d)    Together list the areas for improvement and the actions needed to move the scoring to a 5.

1= This area is nearly un-addressed in our practice.
5= We have total focus in and commitment to this area.

We are driven to build relationships, not just sales                              1  2  3  4  5

We have a clear vision of our team objectives                                     1  2  3  4  5

We practice definitive trust in each other                              1  2  3  4  5

Niche marketing is central to our prospecting efforts                              1  2  3  4  5

Continuing education of each team member is expected                              1  2  3  4  5

We appreciate & have empathy for prospects, clients & each other                  1  2  3  4  5

We give back through community involvement                                      1  2  3  4  5

Ours is a friendly, flexible and positive environment                             1  2  3  4  5

We deliver elevated experiences to our clients &prospects                         1  2  3  4  5

We use  creativity to boost marketing/sales/relationships                         1  2  3  4  5

Accountability practices are utilized for all team members                        1  2  3  4  5

Attention is given to aesthetics (physical space; attire, etc.)                      1  2  3  4  5

Systems are in place to track and measure activity and results                    1  2  3  4  5

We have open, clear team communication and protocols                              1  2  3  4  5

Our office visuals reflect our client’s interests not our accomplishments         1  2  3  4  5

As with any assessment and learning to know of an issue or area to improve upon and not respond to it leads to complacency, which leads to mediocrity which often leads to disaster. To guide you forward to ensure you have a client focused practice start with defining how you are or will accomplish the answers to the following questions.

1.    Are you determined to develop a customer-centric approach in every facet of your business?
2.    Is every interaction in your organization personalized and humanized in every way possible?
3.    Are you clear on how you will: a) communicate, b) educate, c) empower, d) compensate your team so they are rewarded for living out your business values and delivering a client focused outcome every day to ensure marketplace distinction and positive word of mouth advocacy?

C. Richard Weylman, CSP, CPAE, is a Hall of Fame main platform speaker, author of the current best -selling book, The Power of Why: Breaking Out in a Competitive Marketplace & Chairman of Weylman Consulting Group.  Please visit his websites for more information at and

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