CHAPTER 14
Your Natural Market
IF YOU ORGANIZE YOUR CLIENTS by age, occupation, or outside interests, you will see that they cluster into groups. For example, say that a large portion of your clients are retirees over 65, golfers, and business owners. You can then combine these groupings—combinations might be retirees over 65 who like golf, or business owners between 50 and 60 who fly fish or enjoy the performing arts. Or it may be that a large portion of your clients have different occupations but like golf, or a high percentage are in a certain age group but have different occupations and interests. The combinations can be endless.
These similarities among your clients—alone or in combination—represent your natural affinities, or your natural ...
Get The Million-Dollar Financial Services Practice, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
