---

02/16/2007

04:40 PM E.S.T

 

The Keys to High Level Production
(Million Dollar Producer 2003) By Ken Unger and Tom Gau, CFP, CPA
(Book Cover Price: $15.95, CD Cover Price: $100, Set Price: $105)

This little book of only 95 pages is brimming with great ideas of not just what to do, but how to do it, in order to help any advisor build a successful financial services practice. While some of the suggested actions are things we assume every advisor knows about, and is doing, upon further review the authors have discovered that this is not the case with the majority of advisors.

While the size of the book may limit the depth of knowledge portrayed on 10 key topics, enough great information is provided to motivate readers to DO MORE! 

Subjects covered include:

• Write a business plan

• Establish a niche

• Develop a unique selling proposition (USP)

• Create an effective marketing plan

• Become a specialist

• Maintain a contact management system

• Review the client’s “total picture”

• Establish a minimum investment amount

• Meet regularly with qualified leads

• Delegate everything you can!

The authors point out that while many of these areas overlap –– for example, the issue of developing a niche overlaps with becoming a specialist; and the unique selling proposition with the marketing plan –– in reality it takes a combination of these efforts to truly succeed in our business.

Using the “shoemaker’s kids who have no shoes” anecdote, the author’s stress that while financial advisors are helping others plan their financial futures by identifying their goals, needs and objectives, they often are not doing the same for themselves.

What really impresses me about the book is that Tom Gau is, himself, an extremely successful, in-the-trenches financial planner and producer. He and Ken have presented to, or trained, more than 100,000 advisors—20,000 of whom have completed their two-day boot camp. Throughout the book, readers will find “5-Star Tips” that include innovative ideas Gau has used to increase his own production significantly, or to maximize the use of his time and efficiency. These tips can easily be reviewed by just flipping through the pages.

This is a book that every company should provide to new hires, experienced advisors, and successful wealth managers to constantly remind them of the necessary actions to build and maintain a successful business. Also available is an audio CD of a live presentation Ken Unger did for a group of financial advisors on the same topic. The CD is ideal for time-deprived advisors to slip into their CD player on their way to or from the office, and the book as a quick read-in-between client meetings. 

Ken Unger, a respected educator and trainer, is president of Million Dollar Producer. Tom Gau is a financial planner, tax authority, educator and producer. He produces more than $3 million a year in fees and commissions, while working only two weeks a month!