An On-Demand CRM for an On-Demand World?


By: Jack L. Martin, CFP

In today’s fast-paced environment, consumers want to get their goods and services “as fast as a speeding bullet” and in the most convenient and inexpensive manner possible. This attitude doesn’t change when it comes to their financial advising. To meet clients’ needs, many advisors are turning to on-demand Customer Relationship Management (CRM) solutions.

This revolutionary approach has companies ditching their traditional, high-maintenance, client/server-based CRM applications for 24/7, Web-based, on-demand access to critical customer information through any Web browser. Unlike the dinosaur era CRMs, these solutions require “no software” or expensive industry-specific customization to get started or maintain customer relationships.

So, should an advisor really ditch their traditional, data-collecting application for this new age creation? Yes! Gone are the days of having a CRM that just lays there. You need a CRM that integrates with your website and drives automated drip marketing.’s CRM is your virtual relationship coach, automatically prompting you to send pre-packaged print or e-newsletters, greeting cards or direct mail pieces based upon the information you enter about your clients’ goals, interests, needs, assets, liabilities and many other criteria. The application allows you to send content to an individual or groups of individuals. For example, you could send affluent retired seniors information on leaving an IRA to grandchildren, while sending recently married couples information on purchasing their first home or starting a family.

The CRM has an innovative asset and liability tracking function that allows you to target marketing campaigns based on clients’ net worth. You can also access a composite of all the assets and liabilities of your clients.

Clients not only want fast, convenient and inexpensive service, they want an expert. In fact, more than 70% of affluent investors insist on an expert, said John Bowen, Founder and CEO, CEG Worldwide, a leading research, consulting and training firm for financial advisors.

Among advisors earning less than $75,000 less than 5% of them were positioned as technical experts and less than 5.4% were positioned as ‘problem solvers,’ said Bowen. However, among advisors earning more than $150,000 almost 38% were positioned as ‘experts’ and almost 40% were positioned as problem solvers. More experts made more money, said Bowen.

It might sound unrealistic that a CRM could help you create an expert perception among your target audience, but it can happen. Our CRM provides you with client-specific, automatic product updates on a regular basis, so you can help your clients make the most informed decisions.

One of the hottest functions available on this CRM, is touchpoint tracking. Any client contact to include face-to-face meetings, phone calls, emails and mailed items are automatically tracked and stored, so you can monitor your activity and be prepared for audits. You can also use touchpoints to assign and track office tasks for individuals or groups of clients.

This revolutionary CRM requires absolutely no customization. It’s built by elite producers and advisors for elite producers and advisors. You will find the tools you need to help capture “top of mind” presence, increase client conversions and up sell to current clients.

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To learn more about using your CRM to build your business, visit ( today! Reprinted with permission from the Ezine: “Delivering Today’s Trends the Advisor Professional

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