Cultivating the Marketing Garden

Melchinger, John H.
August 1996
Journal of Financial Planning;Aug1996, Vol. 9 Issue 4, p80
Academic Journal
The article focuses on the key features of database management to attract clients. The affluent are really not so much a marker as they are a marketplace with several definable segments, each with its own set of distinguishing characteristics. Most financial services database software emphasizes client/client data management. One serious problem with all of the complex database programs is their inability to work using a practitioner's on-the-fly manner of thinking. The database user must first plan every tag and combination of tags she or he wants to use beforehand, then set the system to do this. "Client Trak" can be an add-on program to complex client databases for those who want both, or it could stand alone as a contact manager extraordinary for practitioners who want to keep all things simple and working. Customers do not care how you do business unless you do business the way they care to. They will get what they want, either from you or the competitors. Database management to achieve marketing objectives is no longer a yes-or-no choice for private-practice financial advisors.


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