Employee Manual for [Type Company Name]
[Type the year]
[Type Company Name]
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Important Note
To add a policy to this book and have it show up in the Table of Contents, follow these steps.
1. Use the Master Policy Template. This insures the document will be formatted
consistently.
2. Position the cursor at the very top of a page where you want the new policy to be
inserted. Press Ctrl+Enter. This creates a new page.
3. With the cursor on the new page, select Insert > File and locate the new policy you are
adding. Choose O.
Vista Users: From the Object drop-down menu (on the Insert tab), choose Text from
File, then click OK.
4. Right-click the Table of Contents, select Update Table, then Update Entire Table. The
TOC will update automatically.
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Employee Manual for [Type Company Name]
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Table of Contents
IMPORTANT NOTE ..................................................................................................................................................2
GORILLA® CRM SYSTEM: WHAT IT IS ..............................................................................................................4
GORILLA® CRM SYSTEM: WHAT IT DOES .......................................................................................................5
THE LAW ....................................................................................................................................................................7
CONTACT MANAGEMENT DEFINED .................................................................................................................8
CONTACT MANAGEMENT DONE CORRECTLY .............................................................................................9
CHECKLIST LOWERS DEATH RATE ................................................................................................................ 11
CUSTOMIZING MESSAGES ................................................................................................................................. 13
CUSTOMIZING CHECKLISTS AND RUFS ........................................................................................................ 15
COMPUTER OPERATOR DUTIES....................................................................................................................... 17
CORRECT DATA ENTRY DEFINED ................................................................................................................... 19
GORILLA EMAIL: BEST PRACTICES ............................................................................................................... 21
AUTOTEXT: POWERFUL PRODUCTIVITY TOOL ......................................................................................... 25
DEFAULTS ARE NOT NECESSARILY GOOD FOR YOUR IMAGE.............................................................. 34
RELATIONSHIP MAPPING #1 .............................................................................................................................. 38
DATABASE TUNE-UP ............................................................................................................................................. 41
CREATIVE TIP: SPACE, SPACE, SPACE ........................................................................................................... 55
HELP ME, HELP ME BGM SOFTWARE SUPPORT POLICY ........................................................................ 58
TRACKING INTERESTS AND PASSIONS SALES PROFILE EXPLAINED ................................................. 61
CREATIVE TIP: THINGS TO AVOID .................................................................................................................. 66
THE CO TASK CHECKLIST ................................................................................................................................. 71
USING THE DATABASE USAGE CHEATSHEET (DUC) ................. ERROR! BOOKMARK NOT DEFINED.
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Gorilla® CRM System: What It Is
EFFECTIVE DATE:
2/12/2009
REVISION DATE:
Purpose
To ensure all staff understand how we manage the non-investment aspect of our business.
Definitions
Client Marketing:
The sum total of all communications directed to our clients.
CRM:
Abbreviation for “Customer Relationship Management.” This is a type of
computer program designed to manage a business’s customer
relationships.
Prospecting:
Those promotional actions we take to generate new clients.
Office Management: The policies, people, and processes intended to enable the financial
advisor to delegate all non-sales functions.
Revision History
None.
Policy
The Gorilla CRM System (formerly called the “Bill Good Marketing System”) is a computerbased, client marketing, prospecting, and office management system.
It is the method by which this office manages the non-investment aspect of its business.
All client and prospect records are entered into the computer program called "Gorilla," which is
part of the system.
We use Gorilla to maintain contact with our clients and to store information about them. We use
the client marketing system to stay in touch with clients. We use the prospecting system to
develop new business. And we use the office management system to organize our team.
Responsibilities
All staff should know the definition of the Gorilla CRM System.
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Gorilla® CRM System: What It Does
EFFECTIVE DATE:
2/12/2009
REVISION DATE:
Purpose
To ensure all staff understand what the Bill Good Marketing System does in our office.
Definitions
Client Marketing:
The sum total of all communications directed to our clients.
Client:
Anyone who has bought anything from this organization.
Computer-based:
Has a computer program as a driving element, but is more than a computer
program.
Office Management: The policies, people, and processes intended to enable the financial
advisor to delegate all non-sales functions.
Process:
Actions taken in an organization in response to a recurring action.
Prospect:
Someone who responded to a prospecting campaign, or been referred, who
we would like to do business with.
Prospecting:
Those promotional actions we take to generate new clients.
System:
Parts integrated to produce a single thing. For example: a car is a 4-wheel
motorized transportation system intended for individuals and small
groups.
Revision History
None
Policy
The Gorilla CRM System is a computer-based, client marketing, prospecting, and office
management system.
It is the system by which our office manages the non-investment aspects of its business.
All client and prospect records are entered into the computer program called "Gorilla®," which is
part of "The System."
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We use Gorilla to maintain contact with our clients. We use it as the only place we record
information on everyone we talk to or meet with. We use the client marketing system to stay in
touch with clients. We use the prospecting system to develop new business. And we use the
office management system to organize our teams and track scheduled actions and appointments.
Responsibilities
All staff are responsible for reading and understanding this policy.
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The Law
EFFECTIVE DATE:
2/12/2009
REVISION DATE:
Purpose
To protect the company.
Definitions
None.
Revision History
Original by Bill Good.
Policy
For two reasons, compliance and common sense, we have the following law at our firm.
Every phone call or meeting with a client or prospect must
produce an updated note in the computer.
This
means: if you call someone and they are not in, you must document that you attempted to call.
There are no exceptions to "The Law." Persons consistently found violating this law may be
reassigned or asked to seek other employment.
Responsibilities
All staff must follow this.
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Contact Management Defined
EFFECTIVE DATE:
2/12/2009
REVISION DATE:
Purpose
For all staff to understand a basic concept essential to our business.
Definitions
Contact Group:
The record of a family or corporation in the Gorilla software. It is called
a “contact group” because it contains one or more individual names. The
individuals in a contact group are all united or affected by a single set of
financial decisions.
Individual:
This is one person in a contact group. Note: the way the database is set up,
an individual can be in more than one contact group. For example, we
could have an account with the Jones family, but Mary Jones might also
be head of her own company, and she as an individual would also be in
Jones Bookkeeping Service contact group.
Revision History
None.
Policy
At our firm, the term "contact management" has an exact definition.
It means: capturing, recording, and safeguarding data on individuals and contact groups.
It is the responsibility of everyone who talks to a client or prospect to ensure that contact
management is performed.
Responsibilities
All staff know and apply this policy.
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Employee Manual for [Type Company Name]
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Contact Management Done Correctly
EFFECTIVE DATE:
2/12/2009
REVISION DATE:
Purpose
To establish a standard of contact management that will safeguard the business with proper
compliance documentation and facilitate business getting done.
Definitions
110% Gorilla Chart: A single, large sheet of paper listing all the parts of the Gorilla CRM
System. There is also an online version of this chart that is used both by a
system user and his or her Marketing Support Consultant to measure
progress in implementing Gorilla.
Action:
CO Daily Task
Checklist:
A task to be done by a specific member of your team. Actions describe
what will happen.
A checklist that tells the Computer Operator what to do every day.
Objective:
A desired end result, which requires multiple actions to achieve. It can
have other History items assigned to it—usually Notes, Actions, and
Messages, but occasionally even other Objectives (including
Opportunities). Its icon is a file folder.
Opportunit:y
A type of Objective. It includes information about funds coming due as
well as the source of those funds.
Revision History
None.
Policy
An item on the 110% Gorilla Chart reads:
“Correct record keeping by team, enforced by CO, to ensure thorough contact management is in
place.”
What is correct record keeping?
Correct record keeping consists of the following:
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1. Document every personal contact and contact attempt with a note in the record. For years,
this rule has been referred to as “The Law.” There are no exceptions to it. Failure to
follow “The Law” puts the business at risk.
2. Place a copy of every email to or from a client or prospect in the History file of the Info
Sheet. (This occurs automatically when the Gorilla 4.x Outlook Email Synchronization
tool is set up and used.)
3. An Action is set whenever follow-up to a call or meeting is required or desired.
4. Set an Objective when a desired end result requires more than one action to complete.
5. Always set an Opportunity for each sales cycle.
6. When a sale closes, the CO should mark the opportunity as Pending if assets need to be
transferred in. The CO marks it as Done when all the assets have transferred.
Responsibilities
The CO alone should mark Actions as Done, Failed, Cancelled, or Pending, and only when
documentation has been received.
All staff are responsible for following these procedures to ensure correct contact management
occurs.
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Checklist Lowers Death Rate
EFFECTIVE DATE:
REVISION DATE:
Purpose
For all staff to understand the use of checklists.
Definitions
None.
Revision History
None.
Policy
OK, OK. So it's not one of our checklists that lowers death rate. It's a surgery checklist. I just
thought I would practice a little media mayhem and get your attention on this VERY
IMPORTANT CONCEPT: Checklists.
Here are the Checklists installed on your system along with a usage note. Those marked with a
“#” should be printed. A file should be set up for each. Make some copies from the master you
print. Those not marked with a # are used only under the conditions shown in the usage note.
Very Important Note: All these checklists are in Microsoft® Word and can and should be
modified for unique action in your office.
# Appointment Processing
Use before any “first appointment” in a selling cycle. When “first appointment” is confirmed
with the appropriate “Hot” Lead Processing Speedbutton, it issues a reminder to the SV the day
before the appointment to prepare this checklist.
# CO Daily Task Checklist
This checklist should be on the Computer Operator's desk and should be in full use. The FA
could add a note at the top of this checklist, “Failure to have this checklist always available and
in use daily is cause for job re-assignment or termination.”
# Advisor Daily Planning Checklist
The CO should make certain the FA always has one available and works with the FA to
customize it to the FA's preferences.
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# Advisor End of Week Checklist
The CO Daily Task Checklist instructs the CO to provide a copy of this checklist to the FA at the
end of the week.
# SA Daily Planning Checklist
CO makes certain SA always has a copy of this checklist available and works with the SA to
customize it so the SA accomplishes the FA's goals for this position.
Satellite Import-Export Checklist
# Weekly Staff Meeting Agenda
CO Daily Task Checklist instructs the CO to bring a copy of this to the weekly staff meeting.
Campaign Orders (the document to launch any campaign)
# CO New Message Checklist
The CO should have a file of these and use one whenever a new message needs to be created or
adapted.
Response Processing Checklists (any campaign that generates a response has one)
Responsibilities
All staff know and apply this policy.
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Customizing Messages
EFFECTIVE DATE:
REVISION DATE:
Purpose
For all staff to understand the importance of customizing messages.
Definitions
None.
Revision History
None.
Policy
At the dawn of the Gorilla age, I had been trying to teach financial advisors to write direct mail
letters. I even went so far as to put on a class about direct mail.
It was a failure.
Since I believed that advisors would have to be able to communicate by direct mail, (now
including email and fax) I needed a way to produce those messages.
My next effort was to provide some letters and see if FAs could re-write to fit their own
circumstances.
That was a hit.
The foundation of our messaging system became: For most FAs, it’s easier to re-write than it is
to write.
To implement this, we put my name in every database and do that to this day. I’m in as Mr.
Sample Client, Mr. Sample Prospect, and Mr. Sample Mass Mail. If someone has removed these
records, with your FA’s permission you should re-establish them. That’s how we build the
library and monitor whether you are sending out good material or have fallen prey to bad format
or content. Set up three contact groups, one each with a list field of Client, Prospect, and Mass
Mail.*
*
Bill Good Marketing, Inc., 12393 South Gateway Park Pl, #600, Draper, UT 84020
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Compliance
When we started, it was much easier to get approval for letters than it is now. We still routinely
get it, but many of the firms we work closely with just want you to use the version of a letter they
have already approved.
If you want to make a significant change, and if we have a relationship with your broker/dealer,
let us submit the letter for you. This way we can get your version approved for everyone.
Email a copy to: Compliance@billgood.net.
Responsibilities
All staff know and apply this policy.
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Customizing Checklists and RUFs
EFFECTIVE DATE:
REVISION DATE:
Purpose
For all staff to understand the need for customizing checklists and RUFs.
Definitions
None.
Revision History
None.
Policy
The messages, scripts, and articles in the Letters Library® are, of course, a vital part of the
Gorilla® CRM System.
But they are not the only part.
Checklists document recurring procedures that are just too involved to remember.
RUFs insure data is precisely captured so that it can be precisely entered.
Both of these documents can and should be customized for your practice.
On some or even all checklists, we will have actions you do not want to have your staff perform.
And you will want to add actions we didn’t think about.
As far as RUFs are concerned, you should have your CO add your own user-defined fields as
well as messages you send frequently. If there is information we are recommending you keep
that you do not use, get rid of those sections so you have more room to write.
Updated Originals
We periodically update RUFs and Checklists. The most up-to-date copies are on the Letters
Library in the Scripts/Checklists section. You should always check the date at the bottom of
your copy against the date on the original. If you have not made any changes, just download the
new one and save it over the old one. If you have made changes, save a copy of the new one
somewhere and incorporate your changes in the revisions we have made. Beginning February
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2009, you will find a notation at the top of each RUF or Checklist summarizing the most recent
changes.
Responsibilities
All staff know and apply this policy.
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Computer Operator Duties
EFFECTIVE DATE:
REVISION DATE:
Purpose
Make certain all staff understand the duties of the Computer Operator so they refer appropriate
tasks to him or her.
Definitions
Ph.D. Level: this is the highest level of training offered by BGM University® (the online tutorial
and testing center provided by Bill Good Marketing®.)
Revision History
Original by Bill Good
Policy
The Computer Operator duties include:
1) Making certain all data is entered and updated according to the principles established in the
BGM Tutorials, Employee Handbook, Glossary, and Help system.
2) Where the CO notices other staff making incorrect data entry, the CO must inform them of
the correct procedures. If the incorrect procedures are not corrected, the CO must inform the FA
so that consistent data entry can occur.
3) The Computer Operator ensures that he or she always follows the steps of the Computer
Operator Daily task checklist as created by Bill Good Marketing but which may be amended by
local policies. The CO Daily Task Checklist ensures that data is entered and updated in the
correct sequence and that the various processes that must be run are in fact run.
4) The Computer Operator is solely responsible for following the backup policies as laid down
in the Computer Operator Daily Task Checklist. The Computer Operator must understand that if
a system crashes and the backup is not up to date that he or she is immediately looking for
another job. This is the “drop dead” rule required by any company in the computer age.
5) The Computer Operator is expected to train up to Ph.D. level in BGM University. As new
processes, training materials, help messages, etc., are released, he or she is expected to maintain
his or her knowledge.
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6) The CO is expected to give adequate notice to company management of any intent to seek
other employment and to help us find and train a replacement. It is vital that there be continuity
in the computer operations of your firm.
7) A Computer Operator is responsible for insuring that various user-defined fields are updated
on the record update form to reflect the content of those fields as they exist in the computer.
All of the record update forms are in Microsoft® Word. This means they can and should be
modified to fit the processes and procedures of a given office.
For instance, the form as it was issued to us has a place to check off a client’s or prospect’s
“Interests.” Well, there may be other interests that we want. And, it is the responsibility of the
Computer Operator to update the record update forms and issue new ones as such changes in the
database are made.
8) The Computer Operator helps ensure consistency of data entry by providing current copies of
the Database Usage Cheat Sheet (DUC) whenever contents of the user-defined fields change.
9) The Computer Operator must be well-trained enough to answer most questions of other
members of the team. He or she should encourage all questions to be directed to him or her. For
those questions he or she can not answer, contact must be made with the support groups at Bill
Good Marketing.
Responsibilities
All staff are responsible for understanding the Computer Operator Duties.
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Correct Data Entry Defined
EFFECTIVE DATE:
REVISION DATE:
Purpose
To establish a standard of contact management that will safeguard the business with proper
compliance documentation and facilitate business getting done.
Definitions
110% Gorilla Chart: A single, large sheet of paper listing all the parts of the Gorilla® CRM
System. There is also an online version of this chart that is used both by a system user and his or
her Marketing Support Coach to measure progress in implementing “the system”.
An Action is a task to be done by a specific member of your team. Actions describe what will
happen.
The CO Daily Task Checklist tells the Computer Operator what to do every day.
An Objective is a desired end result and requires multiple actions to achieve. It can have other
History items assigned to it, usually Notes, Actions, and Messages, but occasionally even other
Objectives (including Opportunities). Its icon is a file folder.
An Opportunity is a type of Objective. It includes information about funds coming due as well as
the Source of those funds.
Revision History
Original by Bill Good
Policy
An item on the 110% Gorilla Chart reads:
“Correct record keeping by team, enforced by CO, to ensure thorough contact management is in
place.”
What is correct record keeping?
Correct record keeping consists of:
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1) Documenting every personal contact and contact attempt with a note in the record. For years,
this rule has been referred to as The Law. There are no exceptions to it. Failure to follow “The
Law” puts the business at risk.
2) Place a copy of every email to or from a client or prospect in the History file of the Info
Sheet. (This occurs automatically when the Gorilla 4.x Outlook Email Synchronization tool is set
up and used.)
3) An Action is set whenever a follow-up to a call or meeting is required or desired.
4) Set an Objective when a desired end result requires more than one action to complete.
5) Always set an Opportunity for each sales cycle.
6) When a sale closes, the CO should mark the Opportunity as Pending if assets need to be
transferred in. The CO marks it as Done when all the assets have transferred.
7) Whenever any staff learns of new or changed information in contact information (name,
address, phone, etc.), or any of the critical fields listed below, they should write it on a RUF and
turn it into the Computer Operator. Only the CO should update these fields:
 Birthday
 Opportunities
 Keywords
 Important dates
 Sales Profile (Interests, Investment Type, Investment Position)
 Accounts
Responsibilities
The CO alone should mark Actions as Done, Failed, Cancelled, or Pending, and only when
documentation has been received.
All staff are responsible for following The Law.
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Gorilla Email: Best Practices
EFFECTIVE DATE:
3/10//2009
REVISION DATE:
1. Purpose
Insure email generated by Gorilla follows consistent guidelines so it looks good and can be
quickly and reliably produced.
2. Definitions
Template: A pre-existing form that includes standard text and spaces to fill in the blanks with
standard information. Templates save time since each person does not have to re-create the
document format on their own.
Gorilla Master Templates: Set of templates used to create various kinds of Gorilla messages
such as letters, faxes, emails, and seminar invitations. All such masters are based on a special
Word template that contains over 70 programs that are used to format, manage, and merge text
messages with data from the database. To create a new message, you must use a Master Message
or you must revise an existing message. Text can be created in Word but it must be copied into a
Master Template. These templates can be found on the Letters Library or Document Manager
by searching for “master.’
Sans Serif Font: A font that has no serifs or small strokes at the end of the main stroke of the
character. “Serif” comes from a word that means “feet.”
This font, Times New Roman, has serifs. This one, Arial, does not.
3. Revision History
[Text]
4. Policy
If you will look at your inbox, you will see that only about 10% of email messages include
graphics. Using text only IS the best practice because:
It’s faster to download.
It’s faster to prepare.
And it seems to be what most people expect.
When Not to Email With Gorilla
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Gorilla is designed to generate mass emails or “canned” emails. With a flick of a Speedbutton,
you can send a “Get Well” message to a sick client.
Gorilla email is not designed for one-of-a-kind messages. For that, you can and should use
Outlook.
But if you are working in Gorilla and want to email a client, you can generate an individual
Outlook email in a snap because the email address is three mouse clicks off the Info Sheet.
From the Info Sheet, just click on the “House” icon. Then choose the email tab and then click on
the email address. An Outlook email form will pop up.
The Gorilla Email Template
Unless you want your emails to look like letters, you need to use our email template.
Instead of:
Mr. Robert Nobarking
Quiet Pets, Inc.
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123 Main Street
Ditchwater, UT 88888
Dear Bob:
Your email should simply start:
Bob:
To make all of this easy, just copy the text of any Gorilla letter into the email template:
Master Messages-Master Template-Email.one
We do not recommend taking a Gorilla message originally set up as a letter, and then deleting all
the fields you don’t need for an email. Unless you really know what you are doing, you can get
error messages after performing such surgery.
Best bet: just use the Master Email Template.
Once your message is on the correct template, you now just have to tell Gorilla NOT to use
digital signatures, portraits, pictures, or graphical letterhead.
Pictures, Portraits and Digital Signatures
Most of the time, you do not want to include graphical elements in Gorilla emails.
Signatures, portraits, or pictures are added to Gorilla messages on the “Signatory Details” screen
in the “Send Message” dialog box. Just don’t check any of the boxes on the screen and you’re
good go.
Digit
al letterhead is controlled in a different manner.
Before you came to class, we created a digital letterhead for you. Here’s why:
1) If you want to fax from Gorilla, you can use the digital letterhead, and you won’t have to
print your faxes on expensive letterhead.
2) In a pinch, you could print your own letterhead. Depending on the quality of your printer, it
might not look as good as professionally printed letterhead, but if you are in the middle of an
important message and run out of stationery, it’s better than nothing.
3) You can put a digital letterhead in an email. Not many people do that. It’s an option for you.
But it is certainly not necessary.
To use digital letterhead, you have to tell Gorilla to use it. From the main menu:
ToolsOptionsMessaging.
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Then choose which digital letterhead you want. You can have more than one.
If you don’t want your email to use digital letterhead, make sure that field is blank.
Making Your Emails Look Good
When you set up a Gorilla email, you have all the power of Microsoft Word to format the text
of your your emails and make them look good. You can insert subheads. You can use bold,
italics or underline.
A note on fonts: It’s OK to use a sans serif font such as arial in the headline or subheads of a
message. I’ve done that in this document. But you should very rarely use different fonts for body
text. And ALWAYS use 12 point type. Many people have trouble reading anything smaller.
Times New Roman, which is the font I’m using here, is much easier to read than a sans serif font
such as Arial, Helvetica, AvantGarde or Verdana—popular sans serif fonts.
5. Responsibilities
The Computer Operator should make sure all messages the FA may want to email are set up on
the correct email template. If they are sent frequently, Speedbutton groups should be created so
they can be sent quickly.
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Autotext 2003: Powerful Productivity
Tool
EFFECTIVE DATE:
3/19//2009
REVISION DATE:
Purpose
Standardized repetitive typing.
Definitions
Autotext is a feature of Microsoft® Word 2003 that enables you to insert boilerplate text into a
document.
Revision History
[Text]
Policy
To save time and money, all staff are urged to use the autotext feature in Word. A White Paper
from Bill Good Marketing is attached. The short amount of time taken to master this feature of
Word is well worth it.
Don’t re-invent the wheel.
And don’t forget: if there are Gorilla letters that we would like to send as individual emails
through Outlook, just copy the text, and paste it in a non-Gorilla document. Save it as autotext.
It’s a snap to re-use it instead of re-typing.
Responsibilities
All staff who do any typing.
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Bill Good Marketing
AUTO-TEXT
A POWERFUL PRODUCTIVITY TOOL
A Bill Good Marketing White Paper
This White Paper assumes you have Word 2003. If you have
moved to Word 2007, the Autotext feature has changed. The
concept is the same but the implementation is different. Here
is a link to an article on the Microsoft Website you may find
helpful.
In this White Paper, we will cover:
 Autotext: What It Is
 Example of Using Autotext
 Creating Autotext Entries
 Naming Autotext Entries
 Useful Links
 Your Turn
By Bill Good,
Chairman
Bill Good Marketing, Inc.
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Table of Contents
Autotext: What it Is ....................................................................28
More Information .......................................................................32
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Autotext: What it Is
Autotext is a feature of Microsoft Word that enables you to insert boilerplate text into a
document. By creating autotext entries for phrases, paragraphs, signatures—even entire letters
or emails that you frequently use, you can ENORMOUSLY speed up your written
communications.
But sadly, most people use Microsoft Word as an electric typewriter.
It is a very powerful productivity tool.
 Example of Using Autotext
Suppose after every “first appointment” with a prospect, you send a letter or email. It’s more or
less the same every time.
So you
(or
Dear Mr. and Mrs. Vork,
prefera
bly
Thank you so much for the time out of your very busy day and for sharing with me
your
the details of your financial situation. As we discussed, we will meet again on
assista
Monday, April 20 at 4:00 pm.
nt)
Between now and then, I will analyze the information you gave me and develop a
painfull
proposed solution.
y
types:
Best regards,
This is
Joseph H. Higgenbothamleth
a total
Senior Vice President
of 361
charact
ers.
But if you had created this letter as an autotext entry (I’ll show you how to do that in a minute),
you could have typed 49 characters.
Here’s how:
Let’s assume I have named this entry “1atx” (1st appointment thanks).
When I start typing that name, a prompt will appear that looks like this:
You press ENTER.
This text is read into your document.
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Dear
Thank you so much for the time out of your very busy day and for sharing with me the details of
your financial situation. As we discussed, we will meet again on
.
Between now and then, I will analyze the information you gave me and develop a solution.
Best regards,
Joseph H. Higgenbothamleth
Senior Vice President
Those little grayed-out boxes are “Form Fields.” When you click in one and start typing, the field
disappears. By inserting form fields wherever you need to type variable information, you not
only establish a little prompt, but you can quickly jump from one field to the next. So follow
along.
To finish your letter, you would click in the first field and type “Mr. and Mrs. Vork” without the
quotes.
Click in the second field and type, “Monday, April 20 at 4:00 pm”
Save and Print. You are done.
Now which would you prefer: 361 characters plus the time to proof it or 49 characters?
 Creating Autotext Entries
You should use Autotext for letters, proposal parts, signatures … whatever you repetitively type.
If you want to add some fields to it, you’ll need your “Forms” toolbar displayed. Choose
ViewToolbarsForms. To insert a field, just click as shown here:
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When you have proofed it, select the text and press Alt+F3.
This brings up a little box in which you assign the autotext a name.
Choose OK, and you can now easily insert this text into a Word doc, or even an email. (More on
that in a moment.)
Now, when you type 1atx and press ENTER, your autotext entry is pulled right into your
document.
 Naming Autotext Entries
I consulted several references on the subject of naming your autotext entry. They all note that
the name of an autotext entry must be at least four characters long. They recommend you make
the entry unique by the fourth character. Doing so will cause the prompt to appear. You hit
ENTER and it pops in the autotext entry.
My only qualification of this is that the name should be something you can remember. If you
come up with a bunch of cryptic names and have to repeatedly look them up, the time you
saved will be lost by looking up or even hesitating.
Since I am a fast typist, I might have named this letter, “1appt-thanks.”
That’s something I can remember.
 Making Word Your Email Editor
Assuming you are using Outlook, you can take advantage of all your autotext entries (and other
features of Word) when you send an email.
All you have to do is make Word your email editor.
In Outlook, choose ToolsOptionsMail Format. Choose these options:
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 Useful Links
I found an excellent primer on autotext, “10 Tips to Increase Your Productivity with Microsoft
Word's AutoText.”
This document will also explain how to use Word’s Autocorrect feature, which is a little brother
to Autotext.
At the bottom of the page, you can download the tips in PDF format for easy storage in your
own “Computer Cheatsheets” folder.
 Now Your Turn
Follow these simple steps to create your first autotext entry.
1) Open a Word document.
2) Type:
Sincerely,
YourName
Your Title
3) Select the text.
4) Alt+F3
5) Give it a name at least four characters long. Choose OK.
In that same document, begin typing the name of the autotext entry. When the prompt
appears, press ENTER.
6) Voila! There it is.
Now—whenever you yourself typing the same thing over and over, use autotext.
Recommendation: In “10 Tips” above, see Tip #7. You will probably want to delete all of Word’s
autotext entries.
Then see Tip #8 to learn how to print a cheatsheet of our autotext entries.
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More Information
Bill Good is Chairman of Bill Good Marketing®, Inc. Based in Draper, UT, his firm produces
services designed to help financial advisors create the time and money to pursue their other
goals in life. For more information, go to www.billgood.com.
For the latest information about our products and services, please contact us at 800-678-1480.
Ask for Jill Maples.
You can also visit us on the web at http://www.billgood.com/.
And be sure to check out a few of our other White Papers.

My book, Hot Prospects, contains many letters used to “develop” prospects
to the point they are “hot.” These can all be added to Microsoft Word as
autotext. If you do not own Hot Prospects, learn more about it at
www.hotprospectsbook.com If you do own it, read Chapter 24. Use the
password in the chapter to unlock the marketing treasure vault. Down load
the letters. Follow the procedure in this white paper

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Defaults Are Not Necessarily Good for
Your Image
EFFECTIVE DATE:
3/23//2009
REVISION DATE:
Purpose
Improve the look and readability of your letters, faxes, emails, and other documents.
Definitions
Typeface: a complete set of characters forming a family in a particular design or style.
“Times New Roman” is a type face.
Font: a specific size and style of type within a type family. Times New
Roman Bold is a font.
Revision History
[Text]
Policy
Note: Since the beginning of the Gorilla CRM™ System, we have used the Times New
Roman typeface. My studies then led me to believe this was the most readable font
available. Back then it probably was. I have not looked at the issue since.
Then some kind soul sent the article below to my wife. I was so impressed I contacted
the author, Alan Gilbertson, and asked for permission to quote from it. We are also in
the process of changing all of our communications from Times New Roman to one of
the fonts he recommends.
Alan Gilbertson is the owner and Creative Director of G&G Creative, a boutique design
firm offering consulting, editing, and design services to authors, professionals and small
to medium sized businesses in the US.
His blog is at http://blog.gngcreative.com.
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Defaults Are Not Necessarily Good For Your
Image
Almost no one gets away from Word's default settings. We see endless
swaths of Times New Roman to the point that most people are really, really
tired of it. And that's the first clue to kitchen-table design. Times New
Roman screams: "I'm using Microsoft Word or Publisher, but I'm not sure
what to do with it."
The original Times font was created for (surprise) The Times newspaper of
London, England. It is designed to read well in narrow columns of text, so
the letters themselves are narrow. This heritage lends a certain dignity to
Times New Roman (Times Roman on the Mac), but because it's been so
overused it has now become thoroughly boring. More to the point: a Word
document is almost NEVER in narrow columns, so it is fighting its own design
and is actually less comfortable to read than many alternatives.
Your computer has a number of fine-looking typefaces (designers call them
that, because the term "font" means something more specific: Arial Bold and
Arial Italic are two different fonts in the same typeface, and in the old days
of metal type, each size was its own font). Palatino, Bookman Oldstyle, and
Book Antiqua are all excellent, very readable typefaces that are almost
universal. If you have Word, you have these typefaces.
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Notice the difference? The wider character shapes are easier on the eye,
especially in longer lines of text. Your readers may not know why, but they
will find your text more inviting, and more comfortable to read.
So here's the first tip: To make your document look more professional, click
on that drop-down arrow beside "Times New Roman" in the toolbar, and pick
a more readable typeface. Your presentation will immediately move up a
notch, and all your communications will look and feel that much more
professional.
Oh, and a BONUS TIP for these economy-minded times: Arial and similar
typefaces (like the one you're reading now) use almost twice as much toner
or ink as the ones illustrated above, because all the lines in the characters
are the same thickness. A typeface that has thick and thin lines is more
readable and saves you money on your office printing.
Next time: Spacing and Indents. Some easy ways to make your documents
easier to create, easier to edit, and much more attractive.
Responsibilities
All staff who do any typing.
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Relationship Mapping #1
EFFECTIVE DATE:
3/31//2009
REVISION DATE:
Purpose
By gathering and recording data about a client’s passions and affiliations, you can
develop a “relationship map” that will make it very easy for the FA to ask for and get
quality introductions.
Definitions
Relationship Map: Lists of clients and prospects who are connected in an important
way.
Customizable Relationship Mapping RUF: A document found in the Documents Library
that can be customized so that affiliations and interests can be captured and
subsequently recorded.
Font: a specific size and style of type within a type family. Times New
Roman Bold is a font.
Revision History
[Text]
Policy
Last week, I sent you “Gorilla Prospecting Strategy—Recovery-Part 1: Nine Prospecting
Strategies for a Tough Market.” This White Paper laid out the nine prospecting
strategies. If you didn’t read it, you should download and read it now.
Strategy #3 in our arsenal is: Clone Your Best Clients.
In marketing, cloning means exactly what it means in biology: creating identical copies.
We have two cloning methods:
1)
Event Marketing. Invite clients to bring friends to events you produce.
Three popular events are: 1) Birthday Lunches, 2) Educational Seminars, and
3) Entertainment/Hobby Events.
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I covered these in depth in the Users Conference 2007. (If you do not own a copy of
these CDs, you really should. They are only $139 for two days of training on client
marketing and prospecting. Send an email to Lorie Muncie. If we have your credit card
on file, we’ll use it. If not, we’ll call for it.)
2)
Introductions. Ask your clients to introduce you to people they know.
This sounds like asking for referrals. It’s not. For the umpteenth time: you cannot
ask for referrals. Referrals are names VOLUNTEERED. You promote referrals. You
ask for introductions to specific people.
Does this work? It’s how I broke into financial services. I had one client for whom I did
cold calling seminars. I asked him to let me write a letter telling me how great my
seminar was. With his permission, I sent it to 200 branch managers he knew. You
could call that “Introduction Technique on Steroids.”
But here’s the rub: you have to know who your client knows in order to ask for an
introduction.
And this brings us around to “Relationship Mapping.”
For Event Marketing and Introductions to really smoke, you need to record two types of
information about your clients:
1) Hobbies, interests, passions.
2) Groups with which they are affiliated.
Mapping Client Relationships
The purpose of relationship mapping is to discover who your clients might know that you
want to know. It’s easy to ask for an introduction IF you have done your homework.
Here is a call between you and your client, Dr. Anita Cathider:
YOU: Do you know Dr. Roberta Loblaw? (You suspect that she does.)
CATHIDER: Well yes I do. She’s one of the physicians at Mercy Hospital. We have
lunch frequently. (You knew that.)
YOU: Does she play golf? (You know in advance she does.)
CATHIDER: She’s quite the golfer. Just placed in the top 25 amateurs in the city. (You
read that article which is why you decided to arrange a meeting.)
YOU: I would love to meet her. Would you ask her to join our foursome? You will both
play as my guests. My partner will also be joining us.
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CATHIDER: Sure, Wednesday afternoon we close shop here. I’ll check with her.
Here’s what had to happen to pull off this conversation:
1) You read the article about Dr. Loblow. You learned she’s not only one of the top
plastic surgeons in the city but she’s also a top golfer.
2) You look her up in your database and discover her linked to the Mercy Hospital
Contact Group. You click on the link (new feature of 4.0) and are taken directly to
the Mercy Hospital CG. You scan down the list to see which of your doctor clients
practice at Mercy. Aha! Dr. Anita Cathider! You click into Anita’s CG, check the
hobby keywords. Bingo! Golfer.
Simple conversation. But a lot of prep work had to happen first.
Relationship Mapping: First Step
The steps are:
1) Gather the data.
2) Record the data.
3) Use the data.
To help you gather the data, I have created a “Customizable Relationship Mapping
RUF.”
When you see the RUF, you will see it is filled with fake clubs, gated communities, and
other nonsense data. You need to get rid of my fake data and add your data.
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Database Tune-up
EFFECTIVE DATE:
4/20//2009
REVISION DATE:
Purpose
To generate goodwill and business by having and using correct and complete data on
clients.
Definitions
Database Tune-up: Correcting wrong information and adding correct data that was
missing.
See attached Database Tune-Up Cheatsheet
Revision History
[Text]
Policy
A database could almost be considered a living thing. It grows, learns, gets stronger.
And sometimes it gets sick.
What sickens it is wrong and missing data. To make it well again, the wrong data must
be corrected and missing data supplied.
The Tune-Up that follows takes you through a series of steps that first locates missing
data and then gives you an opportunity to review each record to make certain the data
you have is correct.
Overview of the Process
Here is the sequence we will follow:
1)
2)
3)
Review and correct addressing and salutations.
Enter missing email addresses.
Enter missing birthdates and birthday office procedures.
Then we are going to review three key fields in all client records. In the process we will
fill in any blanks and take a fresh look at these fields.
4)
5)
Review and update Book (ABCD) field.
Review and update Wealth (12345) field.
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6)
7)
[Type the year]
Review and update Type (Retired, Professional, etc.) field.
With these items corrected, the CO will print a C&P Info Report. Using the
“Database Tune-Up Cheatsheet,” the FA will go through each record
correcting errors found.
Do not print the report until steps 1-6 have been completed.
6. Re
sp
on
si
bil
iti
es
All
Staff
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Database Tune-up Part 1
Overview
A database marketing system is only as good as the data in it. The following projects
are designed to improve the quality of your data so that precise marketing campaigns
can be executed.
1. Make certain the addressing for your letters is correct.
Purpose: Generate goodwill by addressing letters and emails to clients they way they
prefer.
It’s easy to check to see that you are addressing your letters correctly. By following the
directions below, you will produce a “letter” with 24 records per page. Each record
shows how a letter to a contact group is addressed. A knowledgeable staff member
reviews the entire document, noting any errors, gives it back to the CO for correction
and you are good to go.
Here are the steps:
a)
Download and install “Master Messages-Data Check-Address and
Salutation.”
b)
After installing this Letter in Gorilla, print it using a selection rule of your
choice, probably “Clients-All.”
The Nickname Rights of the Signatory you choose will control what
Nicknames, if any, appear in the Salutation lines. Unless each Addressee in
the CG has a Nickname entered and the Signatory has rights, the Salutation
will be formal.
Print Instructions 3.0/4.0: Select the message in the Document Manager.
Click Send at the top of the screen. In the “Send Message,” screen, choose
the FA as signatory. In the Contact Groups screen, in the Recipient Type
box, use Selection Rule and then choose the selection rule Clients-All. On
the Summary Page choose Send Now and then Finish.
Print Instructions 2.3: Right-click its name on your Document Browser and
choose Print Multiple. Then the only items you'll need to choose on the
"Setup Message to Send" screen are Signatory (the Advisor), Selection
Rule, and Sort By choosing Last Name! You CAN choose a Destination
Override, but it will not necessarily be helpful. (Leave the Output Channel as
Printer, the default.)
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c)
[Type the year]
Someone who knows the clients and how they would like to be addressed
should study the document, marking any changes required and give it to the
CO to make the changes. After the CO has finished, your letters and
salutations for your emails are in much better shape.
2. Find Missing Birthdays
Purpose: Generate tremendous good will by sending birthday letters to all individuals in
a contact group.
a)
Run the Custom Report, “Individuals Without a Birthdate.” Use the
selection rule, “Clients-All.” Hunt down all missing birthdays, enter
each. Make sure you also add the birthday office procedure for each.
b)
Run the Custom Report, “Individuals With Birth Dates But No Birthday
Office Procedure.” Add Birthday Office Procedures to any individual
you find. Use the “Clients All” selection rule.
3. Find missing emails.
It is vital that each Contact Group have at least one email address. In some cases, you
will want to send to two individuals in a contact group. You can insert multiple email
addresses in an email address field if you separate them by a semi-colon (;) and if the
total number of characters are 50 or less.
On the Master Machine, from the Start Menu, choose your Bill Good Marketing folder.
Choose “No Email Fax Utility.” Follow onscreen prompts. This will produce a list of
every contact group that does not have a fax number or an email address. You have to
get someone on the phone and track down every possible email address.
4. Update the Book fields for all clients.
Purpose: By updating Book and Wealth fields you can identify Contact Groups likely to
have outside assets. By improving the relationship with them, you can find and then
move those outside assets.
a) Add “Data Review—Book” Speedbutton group to the Favorites menu in your
Finder. (Click in the green field, Alt+F4, select the Speedbutton group and then
choose the right arrow (>). Choose OK.
b) Select the “Data Review – Book” Speedbuttons so these buttons are visible in
your Favorites Bar.
c. In the Search Section (left hand panel) of the Finder, click on “Clients.”
d. Select the first client in the client list. Then click the correct Speedbutton to
assign a “Book” value (ABCD).
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A = Responsive, nearly 100% of the time.
B = Responsive 50% of the time. Generally wants to “think it over.”
C = Responsive 20% of the time. Generally wants written info.
D = Negative, either FA to client or client to FA or both.
e. Continue with each client. Result: All clients assigned a book value.
f. In the Selection Rules folder in the Search Section, you will see a folder called
“Advisor Rules.” In that folder you will see these Selection Rules.
Click on the rule, “Client No
Book Entered.” If you skipped
any clients, they will show up
here. Assign Book values until
no one shows up in this
selection rule.
5. Update the Wealth Field for all clients.
a. Add the “Data Review—Wealth” Speedbutton group to your Favorites Bar.
b. Follow the same procedure as in #1 above to assign every client a Wealth
value.
You will have to determine what each of these values means to you.
The Wealth field measures your estimate of the client’s liquid net worth.
1=Top 5%
2=Next 20%
3=Middle 50%
4=Bottom 20%
5=Bottom 5%
____
____
____
____
____
c. After assigning a Wealth Value to all clients, double check to make sure you
didn’t skip any by selecting “Client No Wealth Entered.”
6. Follow the titling formant. Follow the same procedure for the Speedbutton Group,
Data Review-CG Type.
Purpose: By identifying the “Occupational Type” for each Contact Group, you can
precisely target communications to your clients. For instance, Retirees are not
interested in info on retirement plan accounts appropriate for a small business.
Professionals and Business Owners could well be very interested.
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The standard list choices for this field are:
Retired
Professional
Business
Corporate
Pension
Teacher/Clergy
You may have other choices, perhaps Unions, Foundations, or whatever. So you may
need to enter additional choices in the field and then create one or more additional
Speedbuttons. If this is your first time creating new choices for user definable fields and
Speedbuttons, I recommend you go to our “Gorilla Software Demo Channel” and get
some help doing this.
You will also need a new Selection Rule to make certain you don’t skip CGs. You can
also use this Selection Rule to track any CG you deliberately skipped.
The easiest way to create this selection rule is to modify an existing Selection Rule.
To create a new selection rule showing which clients do not have a Type assigned,
follow these directions:
a) Through ToolsSelection Rule Wizard, click “Create a Selection Rule based
upon an existing Selection Rule.” You must now choose a Selection Rule to base
the new rule on. Scroll down to the “CO Rules” folder. In that folder, you will see
“Types Master” folder. Choose “Blank/Unknown C&P”. Next>
b) In the left hand panel, choose Contact Group.
c) Uncheck List. Then click in the List checkbox to check it.
d) Uncheck Prospect. Choose OK. Next>
e) Give the new Selection Rule a name. Then check on the Types Master folder.
That will put the new Selection Rule in the Types Masters folder along with the other
Selection Rules for Types. Choose Finish.
7. Assign Types Procedure.
1) FA or other knowledgeable team member assigns a Type to each client. Use the
Speedbuttons in the Data Review – Type group.
2) In the “Search Section” of the Finder, click on the Selection Rule you created.
Handle what you can right now. Do a Selection Rule printout report using the new
selection rule. Take this to the FA for further instructions.
Database Tune-up Part 2
Cheatsheet
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Items represented by “typewriter keys” are summarized on this page so you can quickly
refer to field choices. When you update field choices, change this Cheatsheet. All
numbered items are defined in the pages that follow. Obvious items are not numbered
or defined
6) List: Client, Connection, Contact, Old Prospect, Prospect, Strategic Partner, Mass
Mail.
7) Source: Connection, E-Mail/Direct Mail, Former Tax Client, Inherited, Institution,
Insurance, Internet.
8) Book: A = Responsive, B= Careful, C= Hesitant, D = Negative.
9) Type: Business Owner, Corporate, Pension, Professional, Retired, Teacher/Clergy,
Other.
10) Wealth: 1 = _______ 2 = _______ 3 = _______ 4 = _______ 5 = ______
11) Comm Status: Address Unknown, No Calls, No Letters, Normal, Perm Off,
Personal, Temp Off.
12) Comm Channel: Letter, Fax, Email.
1) Contact Group Name: Normally written, Hawthorne, Hester and Thorny. The
person most responsible for financial decisions is first. But if husband and wife have
different last names, enter as: Aligheri, Dante and Portinari, Beatrice. This enables
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you to easily find either spouse if you only remember one of their last names. For a
company, the name should be the company name, Wild West Circuses.
2) Mailing Address: The address shown here is the Primary Home unless you have
checked “Address at Business” (see #23 below).
3) Phone/Fax: This is the phone and fax numbers from the Primary Home unless
“Address at Business” is checked.
4) Email: The email used in the Primary Address bundle unless “Address at Business”
is checked. You can insert multiple email addresses in an email address field if you
separate them by a semi-colon (;) and if the total number of characters are 50 or
less.
5) Referrals: Shows who an individual was referred by and who he or she referred to.
6) List: Defines the current primary business affiliation between the Advisor and the
Contact Group (CG). The predefined choices are:
Add Other List Field Choices Here. Use
caution in adding too many list fields.
Client
Connection
Contact
Old Prospect
Prospect
Strategic Partner
Mass Mail
Client
Someone who has bought something from you in the past.
Connection
Someone you know socially, through family, church, charity or
other similar affiliation that you would like to do business with but
cannot solicit.
Contact
Someone you know through a business affiliation that you would
like to do business with.
Old Prospect
An Old Prospect is someone who has expressed interest in your
services in the past but has not done so actively within the last 6
months.
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Prospect
A Prospect is someone who responded to a promotional
campaign or has been referred who you would like to do business
with.
Strategic Partner
A Strategic Partner is a professional to whom you refer business
and from whom you receive referrals.
Mass Mail
A Mass Mail name is someone who looks qualified to be your ideal
client on paper, but who does not necessarily know who you are.
7) Source: A Contact Group’s Source shows where and/or how it came to your
office’s attention.
Connection
Neighbors
E-Mail/Direct Mail
Old Prospect
Former Tax Client
Referral
Inherited
Seminar
Institution
Seminar (Referral)
Insurance
Unknown
Internet
Walk-In
8) Book: The Book field shows how responsive a client is to the Advisor’s instructions.
The choices are A = Responsive, B = Careful, C = Hesitant, D = Negative.
9) Type: In Gorilla, a Contact Group’s Type is the occupation or employment status of
the individual who heads the Group.
The choices shipped with the System are:
Business Owner _____________________________________________________
Corporate __________________________________________________________
Pension ___________________________________________________________
Professional _______________________________________________________
Retired ____________________________________________________________
Teacher/Clergy ______________________________________________________
Other _____________________________________________________________
10) Wealth: An estimate of the liquid net worth of a Contact Group, designed to be a
good measure of how much the Group has available to invest overall. It is expressed as a
number from 1 (richest) to 5 (comparatively poor). You need to assign the ranges.
1=top 5%
__________
2=next 20%
__________
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3=middle 50%
4=next 20%
5=bottom 5%
[Type the year]
__________
__________
__________
11) Comm. Status: A Contact Group’s Communication Status shows what
restrictions, if any, there are on communications for delivery to a Contact Group.
Choices are:
Address Unknown
No Calls
No Letters
Normal
Perm Off
Personal
Temp Off
12) Comm. Channel: Each Contact Group has a preferred Communication Channel
set as its Default Channel: Letter, Fax, or Email.
When you set the Output Channel to Default for a multiple message, the message is
sent through each CG’s preferred channel.
Choices are:
Letter
Fax
Email
13) Ready Funds: Shows how much a Contact Group is likely to have available to
invest if the right opportunity came along. Could also be an estimate of funds available
in other broker portfolios.
14) No Contact: The No-Contact Interval field specifies the maximum number of
days a CG should ever go between personal contacts from you or your team. Default is
90 days.
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15) Opportunity Review: For a Contact Group indicates how often (in days) a
salesperson should review Opportunities with that Contact, at a minimum. When a
new Contact is entered, the default is 180. It should actually be set 30 days before
the Advisor wants the review to occur, so the appointment can be set in a timely
manner. This procedure is governed by steps in the CO Daily Task Checklist and
Weekly Staff Meeting Agenda.
16) Last Contact: A Contact Group’s Last Contact Date (or LCD) is the date of
the last phone call or meeting between anyone in the Contact Group and a member
of your team. Whenever a Note on a Meeting or on an Incoming or Outgoing Call is
added, this date can be automatically updated to the date in the Note.
17) First Contact: A Contact Group’s First Contact Date is the date when it first had
contact with a member of your team, usually as a prospect.
18) Last Message: Whenever a message is sent to a Contact Group, its Last
Message Date can be automatically updated to the date sent—regardless of the
date in the Message Setup.
19) Last Meeting: A Contact Group’s Last Meeting Date is the date of the last
meeting between anyone in the CG and a member of your team. It is automatically
updated by any Note on a Meeting.
20) Last Opportunity: A Contact Group’s Last Opportunity Review Date is the
date a salesperson last reviewed Opportunities with the Contact Group.
21) Primary Owner: A System Owner is an Advisor licensed by Bill Good
Marketing® to use the System. Every Contact Group must have a Primary System
Owner.
22) Secondary Owner: A Contact Group may also have a Secondary System
Owner.
23) Address at Business: Selects the Primary Business Address bundle to be
used for all communication unless you specify otherwise.
24) Individuals: Any person entered in the database. Individuals other than team
members should belong to one or more Contact Groups. A contact group may have
multiple individuals and an individual can belong to multiple contact groups.
25) Nickname: The name that will be used in a salutation by a team member who
has nickname rights. It is vital that this field be entered even if the First Name and
Nickname are the same. Otherwise, the “title logic” will default to a salutation of
“Dear Bill Good” instead of “Dear Bill.”
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26) Position: A Position shows the individual’s relationship to the rest of the Contact
Group. In a family, position could be husband, daughter, mother-in-law, etc. In a
business, it could be President, CFO, Pension Director, etc. The position field may
appear in a message to an individual in a business Contact Group, but never to a
family CG. So no messages will be sent to Rep. Davy Crocket, Husband, Accountant.
Administrative Assistant
Business Position
Administrative Manager
Business Position
Attorney
Aunt
Brother
Brother-in-Law
CEO
Business Position
CFO
Business Position
Chair
Business Position
Chairman
Business Position
Charity
Church
CIO
Business Position
Client
Corporate Executive
Corporate Manager
Cousin
Co-worker
CPA
Customer Service
Business Position
Daughter
Daughter-in-Law
Dentist
Director
Business Position
Doctor
Employee
Executive Director
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Ex-Husband
Ex-Wife
Father
Financial Advisor
General Manager
Business Position
Granddaughter
Grandfather
Grandmother
Grandson
Husband
Joint Owner
Life-Partner
Manager
Business Position
Member
Mother
Neighbor
Nephew
Niece
Organization
Owner
Partner
Patient
Pension Director
Business Position
President
Business Position
Principal
Referee
Referrer
Secretary
Business Position
Sister
Sister-in-Law
Son
Son-in-Law
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Treasurer
[Type the year]
Business Position
Uncle
Vendor
Vice Chair
Business Position
Vice Chairman
Business Position
Vice President
Business Position
Wife
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Creative Tip: Space, Space, Space
EFFECTIVE DATE:
5/26/2009
REVISION DATE:
Purpose
Improve the look and readability of your letters, faxes, emails, and other documents.
Definitions
None
Revision History
[Text]
Policy
This information is from the “Creative Tips for DIY Design” website and newsletter.
Bill Good was so impressed with the information that he contacted the author, Alan
Gilbertson, and asked for permission to quote from it, which he kindly granted.
Let's Get Some Space
Space: it may well be the Final Frontier, because when it comes to documents it
is clear that it was never taught in high school. I think we were only ever flunked
on content, and so we fixated on the text and forgot the page it was sitting on.
When you write a letter or a resume or a promotion for your business, you put
thought and time into crafting your message, so it says exactly what you want to
say in a way that will knock the reader's socks off. And it will, IF someone
actually reads it.
So what would make someone not want to read a page? What would put them
off before they even start?
As you've guessed by now, it isn't the words; it's the s-p-a-c-e.
A Marginal Difference?
The first point where space enters into your document is the margins. Better than
90 percent of the Word documents I see have margins that are way too small.
Here's a designer's trick that will help to illustrate the point. Below are two "pages."
Instead of text I've used only gray lines to indicate where the text would be. This
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prevents the "Can't see the page for the words" problem: it helps you to visualize how a
page will look without being distracted by the words.
Which one, just instantly on a first impression, would you prefer to read? Which one
looks more professional?
I hope it's pretty obvious that the one on the left looks heavy: much more likely to give
one a headache than the other.
You formed that opinion more or less instantly. I bet it didn't take as much as half a
second for you to make up your mind. Here's the thing: half a second is about all the
time you have before someone throws away that piece of paper.
Lesson: If you want someone to read what you wrote, give your words some breathing
space!
Tiny margins also say, in a subtle but definite way: "I'm poor, so I have to economize as
much as possible by using every square inch of paper I can." I'll take a wild guess here,
that this is not the impression you're trying to create. Margins indicate respect for the
reader, and a degree of success that doesn't impose stringent economies on the writer.
Tip
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When you want the next part of what you're writing to go on the next page, DON'T USE
EMPTY LINES to fill up the space. If you later add anything to the text, your next page
will have a weird-looking extra space at the top. To force the next paragraph to a new
page, hold down the Control key and press Enter.
Responsibilities
All staff who do any typing.
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Help Me, Help Me
BGM Software Support Policy
EFFECTIVE DATE:
6/4/2009
REVISION DATE:
Purpose
Bill Good Marketing® provides a variety of support services for its program, Gorilla
CRM™ for Financial Services. Online and telephone support are provided through the
Extended Support Program (ESP).
In order to insure optimum service to its clients, BGM has provided detailed information
below on how to get a problem solved. Part of that solution is to clarify what is a
covered support issue, and what is not.
Definitions
None.
Revision History
[Text]
Policy
Here is the BGM support policy:
1) The Computer Operator is certified through the tutorials found on BGM
University®. A well-trained Computer Operator is the best way to ensure the swiftest
service when contacting BGM Software Support. A Masters trained Computer Operator
probably knows the answers to 90% of the questions their staff may have. He or she is
your onboard software support tech.
2) When you have a question, follow these steps:

Consult Help. Bill Good Marketing provides an extensive Help system as
part of your Gorilla CRM System.

Software Support Chat. Enter the chatroom from the System Users Page.
Here you can get answers and instruction on short, quick “How do I” topics. If
your question does not fit the “short, quick” definition, the chat room operator
may refer you to the “How to” channel or tell you to call Software Support.
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
“How to” Channel. When you need to see a demonstration of something,
you can go directly to the “How to” channel. You will find a link to it from the
System Users Page. When you click the link, you will get an opportunity to
test your speaker volume, and will find scheduled classes as well as open
forums. In the open forum, The “How to” Channel will show you whatever
items come up. Since Bill Good Marketing has designed the classes around
frequently asked questions, you may find a question you have is already a
scheduled class.

Software Support. The purpose of Software Support is to handle trouble. It is
not intended to be a teaching tool. When you call in, you will get the Software
Support Receptionist. He or she will have a few questions for you about the
nature of your call. So don’t be surprised if you get referred back to the “How
to” channel or even get e-mailed the answer to your question.
Bill Good Marketing has analyzed hundreds of questions that Software Support has
answered, and has produced a list of the most frequently asked questions. If your
question is one of these, the receptionist will ask for your e-mail address and will have
an article with simple instruction on correcting the issue on its way to you in a matter of
minutes.
What this means is that the Software Support troubleshooters are now free to handle
your problem when it falls into the category of “trouble.” In order for Bill Good Marketing
to provide the best and fastest service possible, everyone needs to cooperate with
these steps.
Issues Requiring Additional Charge
The Bill Good Marketing Software Support department employs competent technicians.
They do have the capability to handle things outside of supporting the Gorilla CRM
System. However, Bill Good Marketing has been dragged into very lengthy support
issues entirely beyond the scope of the program they sell and support. This means that
the clients of BGM with actual trouble are forced to wait longer.
In order for us to save time and help BGM keep their lines clear of issues beyond their
scope, here is a list of things which Bill Good Marketing’s Software Support can help
with, but will have to charge extra for. The purpose of the charge is less for additional
revenue, but more to cause some thinking on your end before you call with these
issues. The current hourly rate for working on these issues is $85 per hour.
1) Network issues. Your Gorilla software functions extremely well on standard
networks. However, there are many things that can go wrong with a network ranging
from cabling, to problems with network cards, and even to other programs that interfere.
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In previous situations, BGM has spent countless hours sorting out problems in which it
was finally determined that a backup program or other program was issuing a command
at the wrong time leading to database corruption. Though these issues impact our
Gorilla database, they are not caused by Gorilla and Bill Good Marketing cannot,
therefore, support or resolve that type of issue.
If we determine that we require the assistance of Bill Good Marketing on such an issue,
Bill Good Marketing will require a credit card. If Bill Good Marketing finds the issue is in
fact a Gorilla issue, we will not be charged. However, if it is a network corruption due to
a power outage, conflicting program, faulty hardware, or some other source not related
to the Bill Good Marketing System, then an appropriate charge will be assessed.
Bill Good Marketing recommends that all network issues be sorted out with our own
network administrator or third-party IT specialists. Should BGM need to take on any part
of the project, BGM will assess a fee for that service as this is outside the support Bill
Good Marketing provides as part of the ongoing ESP service.
2) Other programs. Over the past couple of years, Microsoft® has increased their “per
incident” charges from $39 to $59. Since this has happened, more and more people are
now asking Bill Good Marketing and other third-parties questions about various
Microsoft Office programs.
While BGM may know the answers to these questions, Bill Good Marketing does not
support Microsoft's programs. If there is a problem with the Gorilla Word Template, or
the macros that run when sending a message, Software Support can repair those
issues. For any other problems in Microsoft Word, or any other Microsoft programs, you
will need to contact Microsoft for answers. Bill Good Marketing does recommend your
Computer Operator be trained on Microsoft Office products in a certified Microsoft
training school for the best results in using these products beyond the scope of Gorilla.
Taking on support of other programs slows down the fast service to which ESP entitles
us. These steps and restrictions are designed to reduce these holdups and maintain the
highest level of service from Bill Good Marketing.
Responsibilities
All staff.
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Tracking Interests and Passions
Sales Profile Explained
EFFECTIVE DATE:
6/10/2009
REVISION DATE:
Purpose
To show the correct use of the Sales Profile, which is essential if the FA is to be able to
round up all out-of-house assets. The Sales Profile is also an excellent place to record
hobbies and other activities your clients are passionate about. This is essential in
Relationship Mapping.
Definitions
None.
Revision History
[Text]
Policy
References: See these e-Gorilla articles:
Vol. 10-13 Why Relationship Mapping
Vol. 10-14 The Client Relationship Map
Vol. 10-16 Using Relationship Mapping
Best Practices
1) People respond to what they are interested in. Therefore, send marketing materials
likely to get them to invest money they hold elsewhere.
2) People will come to events, and bring guests, IF that event is something they are
passionate about. Therefore, track their interests and passions so you can always make
sure you can talk to them about what they are interested in, AND invite them to bring
guests to client events.
There is one place to keep track of their interests: Sales Profile.
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There are two places you can track their passions: Sales Profile or Keywords.
Use the Sales Profile for both because:
1) It’s more easily visible at a glance.
2) You can also create Speedbuttons® to enable you to easily update it.
Speedbuttons will also add and delete Keywords, but they are found on a different tab.
Everything can be done on the “Sales Profile” tab in the Info Sheet.
There are three panels in “Sales Profile”—Interests, Investments, and Positions. Clients
are classified broadly by what they are interested in, a bit more narrowly as to the kinds
of things they buy, or precisely by what they own.
This enables us to communicate with larger groups (Interest = Growth), narrower
groups (Investment Type = Large Cap Growth) or narrowest (Brazil High Growth Fund).
You can also add fund companies or other management companies as well as
investment preferences by simply changing the CASE to all caps.
In the Interests form, use lower case letters (as shown) to enter the fund companies
names.
Use UPPER CASE in the Interests form for hobbies or things about which they care
deeply.
Here is the Interests panel of Sales
Profile set up in this way:
To implement this, go into the List Editor
edit the case of any items there without
affecting anything else. The item will
then display in the changed case.
and
Why add fund companies to your
Interests field?
What if a scandal hits one of the
companies in which you are heavily
invested? You at least need to tell everyone that owns a fund in that company what to
think about it. You may need to tell them, “We are out of there.”
Study every position and make certain you know its corresponding Investment Type.
Suppose a client owns the “Brazil High Growth Fund” out of house. We certainly want to
enter that. Someone in town has been selling it. So let’s go after it.
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The “Brazil High Growth Fund” would suggest an Investment Type = Mutual Funds –
Speculative.
It would further suggest Interest = Growth - Speculative.
Suppose you work in a high tech area. Many people, including many of your clients, like
investments in high technology. A wholesaler has a new bio-tech fund. You think some
of your clients would like it. And you know that some of your clients have funds
elsewhere. You are always inviting clients with known out-of-house positions to your
seminars. We want them to invest the other guy’s money with you and transfer it to your
management. So let’s invite people with an Interest “Growth = Speculative.
Gorilla is not, and never will be, a portfolio management system. So you do not have to
enter all positions, only those you believe could generate communications. You might
not even enter any positions held in house. Your in-house systems track those.
However, there is an advantage to doing so: You can easily communicate with people
who have a certain interest, buy a certain kind of investment, or own a particular
investment.
Each position owned implies the corresponding Investment Type and Interest.
Examples:
Interests
Investment Type
Position Owned
Note:
first row Fratatouille
Investments
the
table
GOLF
above
Growth-Speculative
Stocks—Speculative Google stock
could
mean
Growth
Mutual Fund—
RI Growth and Value
interest
Growth and Value
Fund
Income
both
growth and income. So enter them both.
This
in
an
in
Suppose there’s bad news about Fratatouille Investment Company. A quick Database
Analysis Report indicates you have 29 clients that own FI out-of-house. (Naturally, you
never invested in FI.) Write a quick letter, “We need to talk and review your holdings in
Fratatouille Investments.” Your phone will ring off the hook.
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Personal preferences can also be entered as Keywords. But they are more easily seen
here.
Responsibilities
All staff.
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Creative Tip: Things to Avoid
EFFECTIVE DATE:
5/14/2009
REVISION DATE:
Purpose
Improve the look and readability of your letters, faxes, emails, and other documents.
Definitions
None
Revision History
[Text]
Policy
This information is from the “Creative Tips for DIY Design” website and newsletter.
Bill Good was so impressed with the information that he contacted the author, Alan Gilbertson, and
asked for permission to quote from it, which he kindly granted.
There are some things that you should always avoid when working with a word processor.
Some of these may be deeply ingrained. Some of them may invoke a cry of: "I've always done
it that way and nobody ever complained!" All of them get in the way of creating a fully
professional-looking presentation. We'll cover the first two in this issue.
Just Say "No" to Blank Lines
Most companies today use a block style of layout in their communications: the first line of
each paragraph is at the same margin as the rest, with no indent. But if you have no indented
first line, you have to leave some empty space above it (or below the previous one) so the
reader knows where a new paragraph begins, right?
Hands up all those who just hit "Return" or "Enter" twice to insert an extra blank line
between paragraphs. Exactly.
There are two problems with that. In the first place, it leaves much too big a gap between the
paragraphs; your message looks like disjointed islands of text. More to the point, if one of
those extra blank lines ends up at the top of a page, it leaves a big, ugly gap. So let's look at a
better way to do it.
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Here is a bird's eye view of two pages. On the left is a typical page using the "double return"
technique. On the right is the same text with a single return at the end of each paragraph, but
with the paragraphs given a "space after" setting of one-half of the current leading line
spacing. Notice how the example on the left looks disjointed.
In your word processing program, find the paragraph formatting section. (In Word 2003 and
earlier, it's under the Format menu. Select "Paragraph.") You will see options for "Space
Before" and "Space After," but you should use "Space After." This is because your word
processor probably inserts "Space Before" even if the paragraph is at the top of a page. You
want the first line of every page to begin in the same place, so avoid "Space Before."
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Here is how you fix it.
This example shows the Paragraph format dialog from Microsoft Word. The text in this case
is 12 point Bookman set on (not "in") 16 points of leading. Regular readers will remember
these points from Creative Tips #1 and #3.
Hot tip: If you want to impress a graphic designer, casually mention: "Oh yes, I set my
business letters in Bookman, 12 on 16, don't y'know?" Look nonchalant as you say this.
The Space Bar: Between Words, Only
If there's one thing that will surely make a document look ugly, it's trying to line things up
from one line to the next using spaces.
On a typewriter, all the letters, figures, and punctuation occupy the same fixed width, so it's
easy to line things up vertically. When you use a word processor and "proportional space"
fonts, all that changes.
Not only do different letters, figures, and punctuation marks have different widths, spaces
are not all the same width. "What?" you say. "Five spaces on one line aren't the same as five
spaces on the one below?" That's right! Worse, two bits of text might look like they line up on
the screen, but your printer doesn't interpret letter spacing the same way your word
processor does, so the printed version may be a mess.
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Even on screen, you can see the difference if you look for it:
The same goes for indenting the first line of a paragraph: if you use spaces, those indents
won't be exactly the same from one paragraph to the next. Your document will look subtly
"wrong," even though most people won't be able to say exactly why.
The solution to this is the Tab key.
"Tab" is short for "Tabulator." On a typewriter, when you wanted to type out tabular
information, like a balance sheet, you set little metal stops where you wanted things to line
up. Pushing the "Tabulator" key sent the carriage rocketing to the next stop.
Computers inherited the old typewriter keyboard layout, and Tab came along for the ride.
By default, your word processor puts an automatic tab stop every half inch. Notice that's
"every half inch," not "every five characters." A tab stop will put your text at an exact place
on the line, and, just like on a typewriter, you can set tabs anywhere you want.
Lets look at our example again, using a tab instead of spaces:
Everything lines up perfectly, just as it should.
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Notice the small L-shaped mark in the ruler bar above the text (circled in red). That's a tab
indicator, showing exactly where the tab stop is in the paragraph. To get the ruler bar visible
in Word, choose Ruler from the View menu, or use the Help function in your program to
find out how to display them. Click on the ruler to set a tab, drag the tab mark to position it
where you want, or off the bar to remove it.
An extra benefit of using custom tab stops is that if, say, Jeff White resigned and was
replaced by Joseph Livingstone, the word "Chairman" would not be pushed to the right. It
would stay exactly where you placed it.
Responsibilities
All staff who do any typing.
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The CO Task Checklist
EFFECTIVE DATE:
7/22/2009
REVISION DATE:
Purpose
To explain why the CO Task Checklist, along with its Cheat Sheet and supporting
documents, is the backbone of the Bill Good Marketing System®.
Definitions
None
Revision History
[Text]
Policy
One of the bedrock policies at the Bill Good Marketing® is, has been, and always will be:
continuously improve "the system."
Sometimes these improvements are technological. Bill Good Marketing has gone from
Gorilla 2.3 to 3.0, to 4.0. There will be future versions as well.
Sometimes the improvements are in the form of new letters, new campaigns, or even
new scripts. Sometimes it's new Speedbuttons®.
And sometimes, it is an upgrade to the procedures needed to implement the system.
That's the case with CO Task Checklist. The technology in Gorilla® 4.0, especially in
messaging, opens new possibilities. If these possibilities are not embedded in
procedures, they will most likely not be implemented.
This is the reason for the Computer Operator Task Checklist. This document, along
with its Cheat Sheet and supporting documents, is the backbone of the system. Without
a task checklist you just have a spineless contact management program. You certainly
do not have a system.
You can get the CO Task Checklist from the resource page,
www.billgood.com/users/cotaskchecklist. All staff should visit this page. Because the
system is so interconnected, this will affect the entire team. Whoever gets there first,
make sure the rest of the team finds it.
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Purposes of the CO Task Checklist
1)
Knit the pieces together in a whole.
2)
Ensure data is entered correctly and cross checked.
3)
Provide information to the team necessary to enable you to double your
revenue or work half as much.
4)
Ensure hard copy is correctly filed so in the event of a complaint, proper
documentation exists.
5)
Ensure a redundant backup is made and moved off location.
Overview
The Computer Operator Task Checklist contains sections explaining daily, weekly, and
monthly steps. The first section contains the daily tasks. These guide the CO through
getting organized, updating data, messaging, reports, and a daily backup.
The next section governs what you will do weekly. These tasks feed into your Weekly
Staff Meeting Agenda. This guides the team through a review of the week, an
examination of opportunities, planning your progress on the 110% Chart, and setting
goals for the week to come.
The final section guides the CO through the reports you will need for your Monthly
Staff Meeting as well as routine maintenance.
How the CO Task Checklist Cheat Sheet Works
The Cheat Sheet gives additional instruction, only when necessary.
Consider this task from the CO Task Checklist.
Process e-mails that were returned or didn't go out, faxes that didn't go through, and letters
returned in the mail.
That seems obvious, right?
Just consider: Should you treat a client e-mail that is returned different than a prospect
e-mail? And if so how? And what happens to a letter that comes back addressee
unknown. What if it's a client’s envelope? A prospect? A mass mail?
The Cheat Sheet takes each of these scenarios and shows the computer operator exactly
what to do.
Or consider this task:
Print letters, fold, stuff, stamp, seal, and place in the outbox.
Again, obvious, right?
Consider this gem from the Cheat Sheet.
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Do not start folding or stuffing the letters as soon as they print. We recommend waiting and
doing it while the Confirmation Queue is processing.
Why is that? Because it can take a few minutes for the Confirmation Queue to process.
While it's doing its thing, the CO is focused on another task, minimizing down-time.
Summary: The Backbone
What do you want? A system that will enable you to quickly respond to whatever? Or a
spineless contact management program that struggles to get a letter out?
Backbone. You want that. That’s what the CO Task Checklist, fully implemented,
provides.
Responsibilities
All staff.
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Using the Database
Usage Cheatsheet (DUC)
EFFECTIVE DATE:
11/2/2009
REVISION DATE:
11/2/2009
Purpose
To show the correct use of the Database Usage Cheatsheet, which is essential for the FA
to be able to plan for targeted marketing. The Database Usage Cheatsheet is also an
excellent tool for identifying areas of the database that may need cleanup or
consolidation. This is essential in maintaining Data Integrity.
For the team as a whole, the DUC is a useful tool to show you what letters and
Speedbuttons are available in your system at a glance. Having this document handy
will allow each person to make the decisions on what to use quickly.
Definitions
None.
Revision History
[Text]
Policy
References: See these e-Gorilla articles in the e-Gorilla archive on the BGM
website:
Vol. 4-8 Spring Cleaning: Clean Up That Data!
Vol. 5-7 Branding Your Business
Vol. 10-44 The Appreciation Letters
Making the DUC Available
The Computer Operator in your team should ensure that every team member has a
copy of the DUC available at all times. This is best accomplished by having the CO print
copies of the DUC and put them into a three-ring binder for each member of the team.
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The CO needs to update that binder on a bi-weekly basis to include all new letters and
Speedbuttons downloaded or created.
Using the DUC
All staff should keep their copy handy and review it prior to sending messages or using
Speedbuttons. There are several key areas the DUC will be useful to the team:
1. The DUC provides a list of options in the user definable fields in Gorilla. Using
this list, decisions can be made to add or remove options based on their need and
usage within the database.
Example: If you have decided to clean up some of the data in Gorilla in order to
simplify the options and condense the database, the CO will print the DUC. As
you review the DUC, if you encounter an option no longer used by your team
you will mark that item on the DUC as an item to be deleted. Upon completing
review of the entire DUC, the CO will delete the items marked as deleted and
add any the team has decided to add.
2. The DUC can be used whenever filling out a RUF or New CG RUF to see what
options in the Sales Profile, Keywords, Source, etc. you have to choose from. If an
option is not currently available you can instruct the CO to add it to the database.
Example: If you are talking to a client who has expressed an interest in
Retirement Planning and are filling out the RUF to submit that interest, but you
are unsure whether that is an option currently available in your system or not
then you can check the DUC. In the DUC there is a section for the Sales Profile
options in the Interest category. Reviewing that list will reveal if “Retirement
Planning” is a choice or not.
3. The DUC’s list of user definable fields will help in selection of key demographics
that could be targeted in mailings designed to evoke a response.
Example: If your team has decided to send out some messages targeted to
different groups but are unsure which groups to use, you can print the DUC.
Reviewing the DUC you can see which options are available for targeting and
select the ones that you think will be the most beneficial. Once you have selected
those, you may use that list to fill out a campaign order for the campaign and
message you will be using.
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4. The DUC provides a list of Selection Rules, Letters, and Speedbuttons that may
be used within the system. When the DUC is kept up to date by the CO, all of
this information will be up to date allowing you to choose which message or
Speedbuttons is most appropriate for any given situation.
Example: While speaking to a client, she informs you that her sister passed away
over the weekend and will be attending the funeral this week. If you open your
DUC binder and look through the list of letters in your system, you will find the
condolence letters. From that list you can chose the one you think will be more
appropriate.
Whenever you are filling out a RUF, sending a message, cleaning up the database or
planning a targeted mailing, the DUC should be used to see all available options and
choose the one that best fits the situation.
Responsibilities
All staff – Read and review the Database Usage Cheatsheet regularly to ensure the
proper data is being tracked. Submit changes or additions to any section of the database
to the Computer Operator to maintain.
Computer Operator – Provide each member of the team with a copy of the DUC:
1. Create a binder for each member of the team and insert the DUC.
2. At least every other week reprint the DUC and replace all old DUCs with the
updated version.
As changes are specified to items on the DUC, make those changes within the database
and reissue the newly updated DUC to all staff.
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