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The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results by Duke Fanelli, Evelyn Ehrlich

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Appendix

Applying Marketing Principles to Sales Practice

Building Your Plan

Segment Your Markets

Set Goals

Prioritize Tactics Against Goals and Resources

Measure Results

Practice Examples

Segmentation in Practice

Segmentation Expands a Salesperson’s Practice

A Wholesaler Prioritizes Segments

Additional Segmentation by Bank District

A Start-Up Independent Financial Adviser Selects Target Segments

Positioning in Practice

Establishing a Reputation and Differentiating a Practice

Positioning within a Larger Firm

Sub-Branding and Co-Branding a Local Market Initiative

Positioning a Start-Up

The Market Plan in Practice

Building a Plan

A Formal Plan

Buy-In on the Market Plan

A Plan for an Independent

Advertising in Practice

Determining When Advertising ...

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