Online University Curriculum
These 12 courses (41 classes) are designed to deliver new skills for the changed landscape. A Curriculum Guide for Top, Mid-Level, New advisors, managers and support staff is available to all subscribed members.
1. Accelerate Your Growth in the Affluent Market - 14 Classes
Gain more business in the new financial landscape with this step by step comprehensive, interactive and results-oriented marketing mastery course! Read More
In the post-crisis world, the dynamics for connecting with new clients has changed dramatically. The affluent will only do business with those they trust. Advisors must adopt new marketing strategies and approach tactics that increase visibility and promote credibility. This curriculum is essential as each of the 14 sequential courses teaches you step-by-step how to create new business growth and sustain client relationships. This coursework includes specific insight and proven tactics on each of these subjects:
- Defining and redefining your best markets
- Positioning and working with centers of influence effectively
- Six fundamentals to prove a market is worth your time
- Building your personal visibility in the marketplace
- Eight secrets to social prospecting that pay off
- Achieving positive word of mouth consistently
- Tactics to gain warm introductions from every top client
- Twelve key factors to improve client retention
- Creating memorable client/prospect events
- Learning how to partner with gatekeepers
- Why and where you should network
- How to gain credibility in your market
- How to personalize and humanize your correspondence
- Create a marketing plan that really helps you grow
- Use a proven, powerful tactical plan to execute your marketing plan brilliantly
2. How to Position and Interact with Centers of Influence
Hone your strategic marketing skills as you watch, listen and learn as Richard meets with an actual Center of Influence. Read More
Meeting and interviewing centers of influence is a vital and important part of gaining prominence and becoming trusted in your chosen markets. Centers of influence come with many titles including executive director, president, board member, or committee chair of the organizations that support your market(s). They are also other professionals such as CPAs, attorneys, or bankers that are known for supporting and working in the markets you have chosen. Watch, listen and learn as Richard interviews an actual association head and then summarizes the tactics. This program includes:
- Powerful insight on how to interact with centers of influence
- How to create a unique sense of desire with them to assist you
- See how to position yourself as a resource
- Six action steps to execute your center of influence interview brilliantly
- Identify the three keys to improve your centers of influence interaction
- Powerful tips to schedule your own centers of influence interviews
- Experience first hand how to leverage warm introductions and informational pathways
- Use the information from these interviews to gain access and create ongoing marketing and sales activities
3. Okay, I’m in a Market, Now What
Discover next steps as you gain momentum within your markets! Read More
Expand your marketing acumen and get your questions answered. Gain momentum in your market(s). Watch, listen and learn as Richard answers advisors’ questions in a round table setting. This course is full of powerful insights and creative brainstorming that will move you ahead even faster! Includes answers to these questions:
- How do I integrate the Accelerate Your Growth in the Affluent Market segments into my business?
- How long does it take to start seeing production?
- When should I begin working a second vertical market?
- How can I afford and pay for all this participation and marketing with organizations when I have no marketing dollars right now?
- When (if ever) should I abandon a vertical market?
- I’m just starting out and need to produce. How long will it take to start producing?
- How does one go about becoming "famous" in their market?
- I’m already working in a market – is it necessary to go through the Accelerate Your Growth curriculum anyway?
- I want to pursue the contractors’ market, but my competitor has 95% of the market share. Long term agent – good product – good pricing. What can I do differently to penetrate this market?
- I have a new vertical market – should I abandon what I have been doing?
- I’m just starting out. How important is staff to this initiative?
- Can vertical marketing really overcome price and fee issues?
- How is vertical marketing relevant in today’s market?
4. Understanding the Psychological Needs & Decision Drivers of the Affluent
Learn how to connect at a whole new level with the affluent and gain their business and loyalty! Read More
Gain a deep and rich understanding of how the affluent and wealthy define value, make purchase decisions, and the psychological needs that drive and influence their behaviors. Richard reveals these powerful psychological drivers in detail and combines them with specific tactics to integrate these drivers into your marketing, sales, and service actions. This program includes:
- What the affluent are looking for in an advisor in this market
- The six psychological needs that drive behavior, expectations and desires
- Why simply satisfied clients are loyalty neutral
- How to move clients from satisfied to delighted!
- How to integrate both competency and chemistry into every client and prospect interaction
- How to integrate the psychological needs and drivers into your practice
- The mental models and patterns that the affluent and wealthy reference to make decisions
- Specific topics that stimulate interaction with the affluent and wealthy
- Specific actionable tips to execute brilliantly
5. Gaining High Visibility Through Charitable, Cultural and Community Involvement
Capture keen insight and specific tactics to ensure your success in these affluent and high net worth organizations! Read More
Knowing how to work effectively in charitable, cultural and community organizations is vital. Getting involved the right way and by doing the right things has many benefits for you and your practice including increased credibility, visibility and access to the right clientele. There is no question you and your team will gain admiration, appreciation and a higher profile when you demonstrate your support of organizations people in your community and markets are passionate about. This program includes:
- Key factors that can make your organization distinct in the community
- How to position your organization/team as a resource to the community
- How your whole team and organization benefits from charitable, cultural or community involvement
- Why friend-raising leads to fundraising
- How to gain first-hand insight and knowledge of your local markets and target clientele
- How to gain credibility that can only come from involvement and interaction
- How to create business both short- and long-term
- Specific language to transition from involvement and meeting people to sales success
- The essentials to leverage your activities for greater access
- Eight steps to achieve solid success in charitable, cultural and community organizations
6. Creating a Client or Mentor Advisory Board
Build your knowledge base by learning from your best clients why they chose you! Read More
Candidly, what we think often pales in comparison and application to what our best clients think! Their guidance and input is simply invaluable! As a result, a client advisory or mentoring board is one of the most important tools you can create to assure you are on track and on target with the right methods, messaging and motivation. This program includes:
- How to select the right people for your board
- Discover the benefits to potential members
- Approaching the right people in the right way
- How to define the key areas in which you want insight
- Creating the right mix of skills and insight on your board
- How to conduct meetings effectively
- Establishing an open forum for discussion
- Keeping your board focused strategically, tactically and topically
- How and when to rotate membership
- How to create and manage multiple boards for multiple markets
7. Articulate and Discover Your Competitive Advantage Distinctly
Clarify your competitive advantage and Unique Value Proposition and win more business! Read More
STOP being compared or competing on price and fees – start winning with the discovery of your true competitive advantage and unique value proposition. In this 2-part course, Richard teaches you step-by-step how to determine your advantage, set yourself apart and be distinct from all others. This program includes:
- Why it is difficult to articulate your competitive advantage
- Why merchandisers struggle and marketers win in this economy
- Four reasons to never underestimate the power of positioning
- Why and how value is determined by the buyer, not the seller
- How to position yourself as distinct
- How to humanize and personalize all your interactions to demonstrate your unique value
- How to find the right messaging
- Five principles for communication of your distinct competitive advantage
- How to connect with the mind or emotions of the client or prospect
- Why your advantages solve their issues and provide direction and great value
- What motivates individuals to purchase products or pay for advice
8. Moving Through Obstacles and Keeping Things in Perspective
Cope with and overcome obstacles by mastering this proven approach! Read More
As an orphan at age 6, Richard understands obstacles and achieving success. He knows success can be defined in many ways. Yet often obstacles or barriers seem to prevent you from moving ahead or achieving all you know that you can achieve. Deepen your understanding of what influences your ability to cope with and overcome obstacles. Take this course and discover from Richard a powerful set of tools to help you work through obstacles and move ahead. This program includes:
- How to change your frame of reference and push past obstacles
- How to keep things in perspective
- Determine if your attitudes and beliefs are positive and forward thinking
- Discover the key that helps overcome circumstances, obstacles, and even unbelief in yourself or others
- Discover what you could give up and still continue as a person
- Learn how to live life from the inside out, not the outside in
- Find out how to practice self-discipline versus self-indulgence
- Strategize daily how you are going to be productive, not just busy
9. Achieving Your Goals to Make Your Vision a Reality
Imagine what you could achieve if you could “see” clearly how to attain your goals in business and life. Read More
Imagine what you can achieve by “seeing” the future. This compelling and educational message demonstrates the power of having a clear vision for your business and your life. Richard takes the message to a whole new level by teaching proven steps to achieve specific goals and to make your vision a reality. Each step will empower you and your team with the know-how and mindset to achieve more for the right reasons and how to invest enough resources and time to get to where you want to be, not just enough to justify where you are now. This program includes:
- The real phases of life and business
- Why some people and businesses gradually decline
- Discover the three things that create growth
- How to take a life and business inventory
- Gain a clearer picture of where you can grow
- Why realistic goals prevent dreams from becoming reality
- How to have a clearly defined goal-achievement process for your business and your life
- How to define the things you want to accomplish and achieve so they help drive your daily attitude and actions
- How to leverage the resources of people, processes and profits
10. Elevating & Exceeding Client Expectations - 3 Classes
Create clients who are delighted advocates through comprehensive results-oriented coursework! Read More
Create clients who are delighted advocates by elevating the service experiences clients and prospects have with your office and support staff. Their elevated experience is vital to creating positive word of mouth and a sustainable business. This program will teach your entire service and administration team how to elevate the interaction and experience clients and prospects have with every member of your support team. This program includes:
- What personal touches really matter and the little things that always count
- How to meet or exceed their expectations at all times, every time!
- How to know each client personally and create valued clients for life
- How to quickly offer a personalized and humanized experience on the telephone
- Exactly what to say and do to prevent ongoing phone tag between clients and advisors
- How to deepen their understanding that your team/office truly does care about them
- How to deliver the exceptional versus the acceptable
- How to improve the perception of professionalism and competency
- Keys to deliver a gracious greeting and meeting
- How to create a sense of partnership with clients
- Discover how to create a memorable experience for clients
11. Target Recruiting Quality People to Your Team - 10 Classes
Build for the future by recruiting the best people and as a result bring energy and growth to your business. Read More
Growth and energy come to your organization by recruiting people who have access and credibility in the markets you know you want to grow. Unless you build your organization on the right people, you really have nothing that will last. This comprehensive program delivers a clear, step-by-step process that will enable you to recruit the best people and keep them on board! This program includes specific insight and proven step-by-step turnkey tactics on each of these subjects:
- Learn why recruiting people from markets improves retention
- How to quickly identify the best markets from which to recruit in your area
- How to position your career opportunity distinctly and generate word of mouth
- Discover how to work with the best warm sources and targeted media
- How to approach the different generations appropriately
- 5 keys to verify that you have a quality recruit
- The essential steps to transition the recruit successfully and boost retention
- 10 keys to create a steady recruit flow and manage your resources
- Create a recruiting Master Plan that really helps you recruit the right people
- Use a proven, powerful tactical plan to execute your Master Plan brilliantly
12. Leading the Marketing Initiative in Your Organization - 6 Classes
Develop your leadership skills to create a powerful team. Focus on developing people not just managing them. Read More
In today’s complex and challenging marketplace, it is vital that the leadership of local offices and firms focus on developing people, not just managing them. This course is essential to elevate the development skill sets of managers at all leadership levels. This program includes specific insight and proven step-by-step tactics on each of these subjects:
- Setting The Stage and Tone - Key steps to set the stage for growth and the tone for improvement of marketing skills and increased activity
- Leading Others to Change the Way They Work – Using our Change Matrix, learn how you can help your team process and execute change in this new financial landscape
- Achieving Advisor Buy In - Help your veterans buy in and renew their support to grow the business, not just run it
- Helping Advisors Find Their Markets - Help your veterans and new recruits find their best markets and greater satisfaction
- Coaching To Deliver Results - Powerful coaching techniques that deliver real results and support for your leadership
- Executing for Ongoing Success and Definable Results - Learn key tactics for achieving on-going success and definable results from all your marketing efforts
Please note that a subscription is required to utilize the The Weylman Center For Excellence in Practice Management™ resources. Individuals may purchase membership by clicking here.
(Please contact us for Branch, Agency and Corporate Pricing and agreements by clicking here.
