Written by Kronos Technologies on October 24, 2018
Every advisor’s book of business contains jewels—those clients who are a great fit for the products and services the advisor can provide. But for many advisors, especially those with a significant number of clients, it can be hard to identify the best opportunities in their book of business because of the volume and complexity of the client data.
Kronos Finance, an advisor-specific CRM, has two great tools that enable advisors to easily find those gems in their client base and fulfill their untapped needs. Read on to see how filters and segmentation tools can reveal the diamonds in your book of business.
Filters are a great way to search your client base and find clients with very clearly defined attributes that are important to you. These attributes are the key characteristics that make a prospect or client an ideal target for your next marketing or sales campaign. Using filters is an easy and effective way to find the prospects and clients in your book of business with those key characteristics and increase your conversion rate on those campaigns.
In Kronos Finance there are a variety of pre-defined filters already set up to help you identify clients with the most commonly searched for needs. For instance, there are filters for client birthdays, Term 10 up for renewal, clients with PAC, expiring needs analysis, and many others.
So, if an advisor wanted to create a marketing campaign to send to current clients who have a Term 10 up for renewal, the advisor can find them at the touch of a button. Here’s how it works in Kronos Finance:
Use a predefined filter
- Go to the module containing the data to search, for example the Contact module.
- Open the drop-down menu below the search options.
- Note: filters generated and shared by Kronos Technologies Inc. are preceded by a *.
If the pre-defined filter options don’t contain the specific filter you need you can create your own filters so that you get exactly the right search results when looking for contacts that would be appropriate for your next marketing or sales initiative.
To create a new filter
- Click on the __ icon below the search area.
- Fill in the fields in the new record that will appear.
- To add a new criteria to your filter, click on the ____ icon. The Filter area will open and you may add as many criteria as you wish.
Once you’ve created and saved your filter, you simply return to the module in which you created it (e.g., Contact) and select it from the filter drop-down menu. The items that meet your criteria will automatically appear.
Client segmentation is an important strategy for optimizing your efforts and maximizing your return on your book of business. Segmenting your client base enables you to focus most of your time and resources on those clients who need your help the most.
Keep in mind, you can segment your current client list as means to identify which of them would be good cross-sell and up-sell opportunities, or to identify what level of proactive, value-added service they will receive. You can also segment prospects in your contact list to identify candidates for upcoming marketing campaigns.
How to segment your contacts in Kronos Finance
When editing a contact in Kronos Finance it’s possible to assign the contact to a segment. The segmentation section appears at the bottom of the page when you are editing. Each of the fields in the segmentation section includes several pre-defined suggestions for segmentation criteria. Or, an administrator can assign new fields.
Choosing and customizing these criteria based on the client attributes that are important to you enables you to sort your client base in an entirely personal way—the one that best supports how you work.
To effectively segment your client base first, you need to identify your needs. Then, use the segmentation section in each contact to define the parameters of segmentation which correspond to your daily work.
In the segmentation section you’ll see that the fields in the left column (such as contact class, industry, and who made the referral or introduction) allow you to make multiple selections while the fields in the right column (such as segmentation level, age, and salary) are single-selection fields.
Once you have chosen your segmentation criteria and defined what segments each client fits into, you have a powerful tool for future initiatives. For instance, you can use the segmentation feature to easily retrieve all the clients you work with who are engineers, making more than $100,000 per year and are under age 50. You can then easily send a templated email to each person on the list inviting them to a seminar on health issues in their field, for example.
Using the filter and segmentation tools makes it easy for you to find the diamonds in your book of business—the clients with the greatest need for the products and services you offer. You can use them to find targets for cross-sell and up-sell campaigns, people who may be a great source of introductions to prospects who match your ideal client profile, or to identify those who would benefit from a review meeting in the near future. These tools can make it easier to implement your service level strategies and to maintain contact with those contacts you have deemed ‘high-value.’