Asset Accumulation Series
Webinar 2 of 7: Define Classifications and Sources
July 30, 2014
Agenda
• Overview of ActiFi and the 2014 Redtail Webinar Series
• Recap of Session
• Business Development Process: Define Classifications and
Sources
•
•
ActiFi
•
Why it is important
•
How to define requirements for Redtail on paper
Redtail
•
Translating requirements from paper to technology
•
How to make it work on Redtail
• Q&A
• Preview the next Webinar in the Series
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2
Getting the Most Out of Technology
What Percentage of Technology
ROI is tied to Advisor Utilization?
Answer: 100%
How much benefit does an
advisor/planner get if they use
their old processes on the new
technology?
Answer: NONE
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6
Keys to Success
Keys to Success – ALWAYS REMEMBER
For illustrative
purposes only
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9
Define Your Business Development
Process
Overview/Define
Your Process
Define
Classifications
and Sources
Define Stages
Identify Default
Next Steps
Create Pipeline
Report
Segment Your
Client Base
Analyze Your
Client
Base/Identify
Ideal
Opportunities
Define Your Classifications
Classifications are the kinds of relationships you have with people
from the time you first hear about them until they become a client.
Examples include:
•
Lead: Not acquainted, acquired contact info by referral or some other method
•
Qualified Lead: Determined to be a good “fit”
•
Prospect: Not yet a client, building a relationship
•
Client: With an opportunity or life event on the horizon
•
Center of Influence: Not necessarily a client, but a potential or existing referral source
•
Affiliated Professional: Tax attorney, divorce attorney, insurance agent, etc.
Write down your exact words and how you define them
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11
Worksheet: Define Your Classifications
Classifications are the kinds of relationships you have with people from
the time you first hear about them until they become a client.
Classification
Definition
Example: Prospect
Not yet a client, building a relationship
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12
Define Your Source Types and Names
Source Types and Names help you identify where a prospect came from.
Source Types are broader categories, while Source Names indicate which
specific Source Type generated the prospect.
Examples of Source Types
Examples of Source Names
Marketing Campaign
Direct Mail, Newsletter
Center of Influence
COI Name
Affiliated Professional
Attorney name, CPA name
Personal Networking
Rotary, Kids’ soccer
Event
Social Security Education seminar
Write down your exact words and how you define them for your Source Types.
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14
Worksheet: Define Your Source Types and Names
Source Types and Names help you identify where a prospect came from. Source Types are
broader categories, while Source Names indicate which specific Source Type generated the
prospect.
Source Type
Example Source Names
Example: Client Referral
Client Name
All Rights Reserved to ActiFi
15
Managing Your Sales Process on Redtail

Terminology and language really matter. Identify and define your terms and
make sure everyone is in agreement.

Balance optimism and realism in your opportunity forecasting.

You can’t monitor what you don’t measure. Accurate data is important, but
only to the extent that it serves management review and decision-making.
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17
Managing Data on Redtail -- Tips

Redtail is your data source. Excel is a tool used to manipulate the data, not
to store it.

Talk to Redtail about tips and tricks they have to manage your client data.

This is not a one-time project. Things are always changing with your clients.
You should review your data regularly to make sure your data remains
accurate.
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18
Next Time
Wednesday, August 13th
4:00 Eastern/1:00 Pacific
Overview/Define
Your Process
Define
Classifications
and Sources
Define Stages
Identify Default
Next Steps
Create Pipeline
Report
Segment Your
Client Base
Analyze Your
Client
Base/Identify
Ideal
Opportunities
Today’s presentation and slides will be made
available by Redtail. Look for an email
when it is posted and ready for you to
access.
All Rights Reserved to ActiFi
20
Questions?
Brian Kostick
763-746-1267
bkostick@actifi.com
Jessica Weisner
800-206-5030 x1066
jessica@redtailtechnology.com