The Most Compelling Marketing Tool

Melchinger, John H.
August 1998
Journal of Financial Planning;Aug1998, Vol. 11 Issue 4, p102
Academic Journal
This article considers the use of questions as an effective marketing tool for financial planners. Questions that are put simply tend to evoke answers one can work with. People are in charge of things because the are in control of things. The one who asks the questions is the one who has control. As long as someone keeps trying to answer, the one who asks the questions has control. When customers begin to answer questions of importance to them, the most meaningful relationships develop and the most sales occur. Questions can reduce relationship tension and increase task tension, which is good. Questions that raise task issues in the readers' minds force the first focus to be on the readers. This can lead them to positive assumptions that the planner know something about how to get them to their right answers. This starts meaningful dialogue with prospects in a market. When planners know their primary concerns, one can devise the right messages to deliver. Like manure, good questions need to be spread around to make things grow.


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