Finding More Time for Marketing – Part 3
In “Finding More Time for Marketing – Part 2,” we looked at ways to cut your time spent on administrative activities. Now we’ll look at a few ways to free up time for marketing by cutting down time you spend on “Operations” which you know better as production activities.
Becoming more efficient on the production side does two things for you:
- You free up time to spend on marketing related activities
- You free up time to handle more clients.
#2 is key because you (and your staff) must handle more clients in the same 8-hour day. Otherwise getting more clients robs time from marketing activities. When you neglect marketing, the well runs dry and you run out of prospects. Not good. Not fun either.
Whether your practice is large or just getting started, technology correctly used can quickly improve your operational efficiency. One hour saved per day means over 250 additional hours over a given year. Time better spent getting and serving clients.
Some time ago, I had a client with decades of experience, excellent credentials, and happy clients in more than a dozen states. Yet he was a technology newbie to the extreme.
When I emailed him some questions, his assistant would print out the email for him. He would handwrite his comments and give it back to his assistant. She would fax it to my office. My assistant would call me to let me know I had a fax. When I was away from my office, I’d have her scan it in and email it to me. Incredible!
Thankfully, he got a new computer and some training, and soon replied to my emails with another email. And he freed up his assistant for more productive tasks.
Yet don’t fall into the trap of adding technology just for technology’s sake.
A client of mine is a member of the 300 Financial Group which takes a “Goldie Locks” view of technology. Not too much technology, not too little…just the right amount. In 300 Financial’s view, technology should:
- Make you more money
- Save you time
- Provide the information that helps clients make better and quicker decisions
You can learn more about 300 Financial’s technology approach by clicking here.
Going paperless helps you in many ways: less office space needed, more productive staff, and less time preparing for client meetings.
One advisor I know went paperless from the beginning of his practice and has instant access to all client communications. And very few file cabinets in his office.
I know another advisor in the same town which has a huge room filled with file cabinets. And support staff which spends many hours every day keeping track of the paperwork and getting everything filed properly.
Obviously newly established practices have the advantage here: no file cabinets holding decades of client records. Yet practices with tens of millions of assets under management gain the most from office automation because your support staff can become far more productive.
Depending on your situation, this may be an incredibly daunting task. Yet the longest journey is begun with the first step so read these articles on ways to get started.
Track your time and see where all the time goes. Decide how much time you need to devote to marketing your practice each week. Then get started on reducing time spent on administration and advising. You’ll free up time for marketing your practice and reap the rewards later.