When it comes to sales, especially in insurance or financial services, it’s important to connect with entire families and not just individual clients. When you work with families, you spread your brand further and create relationships that span generations.

Video Transcription

If you’re in marketing or sales, or you’re a business owner, probably a hundred percent of the time your focus has been on marketing and connecting to the decision-maker of the transaction. So, maybe you’re a financial advisor and your whole focus has been on the person who you’re managing the money for. A lot of times, we miss out on a golden opportunity, which is connecting to the whole family, which could lead to new accounts for you.

A point I would want to make to you guys is that it’s absolutely critical that you connect not only with the whole family, but you don’t wait to do it. You do it from the beginning of the relationship. You might be able to build an account with that person, but it’s critical that you start reaching out to the entire family at the beginning of the relationship with that individualized client because when the time comes, it may be too late.

In today’s video, I want to give you guys the way I look at marketing to the entire family and how I would break down my strategy for each. It’s really broken up into who they are, what their interests are, and when and where I should reach out to them.

So walking through that, if my Dad’s financial advisor wanted to connect with me because what happens when my Dad passes away? Most likely his money is going to come to me, so his financial advisor would want to keep that account and keep the relationship with me. He needs to understand who am I? Who am I to my Dad? What does it mean for his finances? What does it mean for the accounts?

He also needs to understand my likes and interests. What are my pain points? What do I want to hear specifically from him that would interest me?

Then he needs to understand where can he reach me, and how does he communicate with Luke versus my Dad? Maybe my Dad responds better to handwritten notes whereas I might respond better to an email or social media, so he needs to understand where he can reach me.

Then, last but not least, he needs to understand when he should reach out to me. He obviously could do it strategically around things like life events like my birthday or maybe a birth in my family, but even more than that, he can use the relationship with my father to know when to reach out to me. Maybe he just had an annual review with my father and his finances. He could then ask my father, “Would it be okay if I reach out to Luke and send him this type of information because I believe it would be important to him.” Now that gives a strategic way for him to reach out to me, and it warms it up for him.

I give you this example of me and my father’s relationship so that you can understand how my financial advisor can market to me successfully and ultimately keep that account when my father passes away.

The takeaway

So there you have it guys. When you look at connecting and marketing with the entire family you want to ask who are they? What are
their likes and interests? Where can you communicate with them? And when can you communicate with them?

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