Summer is over. There’s a nip in the air, and school is back in session. While those waning days of summer may have knocked some financial advisors off their game a little or completely out of their routine, now is a good time to refocus attention and energy on growing business. It’s a good time to reignite, reinvigorate, and plan to make the fourth quarter really count.
If your yearly marketing plan does not include plans for a fourth-quarter push, now is the time is now to include one. The fourth quarter is the time to hit those targeted goals. You can use any sports metaphor you like, but the fourth quarter is crunch time. It’s certainly not the time to lay back and rest while you pat yourself on the back for a job well done. It’s a time to stay focused and keep working toward higher goals.
Here are a few things you should be focusing on in the fourth quarter:
Marketing: As everyone prepares to take advantage of the time between now and the holidays, you definitely want to be a part of it. This is a good time to stay steady with your marketing efforts. If you have a blog, keep posting. Every week! Update it with fresh content, continually, year-round. You should do the same for Twitter accounts and Facebook pages. An account which has been inactive for too long will inspire neither new clients nor potential contacts.
Networking: Continue to network through your social media sites, including LinkedIn. Make sure your LinkedIn profile is up-to-date and reflects what you’ve accomplished, as recently as yesterday. This goes for all of your public profiles but don’t rely on social media sites to cover all of your networking needs. Don’t pass up the opportunity to meet people face-to-face at events and conferences. Continue to connect with CPAs, lawyers, accountants and others to build your contact list.
Strengthening Relationships: Building new business and attracting new clients is great, but not at the expense of existing clients. Now is a good time to keep your current relationships strong by reaching out and checking in with your clients. Make sure their goals or expectations haven’t changed. Find out their overall satisfaction and try to instill some excitement for the next year, even as there’s plenty of time in the current one. This could be a good time to organize an activity like a social function or an educational seminar. This is one last time to reconnect before everyone is in holiday mode.
Look to the Future: The fourth quarter push should be designed to keep you on track for the remaining part of the year. As the clock runs out, your drive should ramp up. This is not to say you shouldn’t spend some time thinking about 2015. As you connect with your clients about the prospects of the fourth quarter, it’s a good time to get them thinking about next year, as well. This will help give you both an edge when the time comes to plan for next year. It will be here before you know it.
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