graymatter marketing consulting

Generally, people want to be offered the opportunity to buy what they want, not to be convinced that they indeed need a product or service. “Convincing” is sales; marketing is an invitation. The invitation is the only option the wealthy will seriously consider. Yet, financial and wealth professionals continue to confuse marketing with sales. Advertising, marketing, and sales cover different aspects of the relationship building process. As such, they have different purposes:

• The purpose of advertising is to get attention from targeted audiences…
• Marketing builds interest, draws the prospective client deeper into the relationship, and keeps them there…
• Sales become the continual, natural result

Marketing is a continual process; it doesn’t stop when the dotted line is signed!

graymatter marketing consulting may include any or all of the four steps listed below. However, the initial assessment and recommendation session is a prerequisite for choices b, c, and d:

• Initial assessment and recommendation session
• Strategic marketing plan development
• Development of marketing collateral, strategic campaigns, other activities
• Consulting to facilitate and monitor implementation of plan; track implementation; implement accountability structure.

 
A marketing strategy that consistently sends the same message throughout all operational levels, communication levels—both internal and external—and through multiple generations of its clientele builds a compelling identity and serves clients incomparably. This is the goal of the wealth optimization consultant. This is the wealth optimization consultant’s legacy.