Experiments in Advisor Marketing COI Marketing: A Proven Step-by-Step Process with Tiffany Charles
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Nov 26, 2019 Tiffany Charles, Chief Growth Officer at Destiny Capital, unveils her proven four-step process for effective Center of Influence (COI) marketing. She emphasizes the importance of intentional networking, guiding advisors on how to qualify leads through strategic introductory calls. Tiffany shares best practices for financial advisors, common pitfalls to avoid, and how to nurture impactful relationships within their communities. Her insights on structuring follow-ups and fostering reciprocity are invaluable for building long-term, mutually beneficial connections.
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Measurable COI Outcomes
- Destiny Capital had 22 COI introductions year-to-date and 12 qualified leads.
- Tiffany defines qualified as business owners or sudden-wealth clients with $1M+ AUM or $10k planning fee.
Qualify Introductions With Calls
- Always schedule a short intro call before an in-office meeting to vet referrals.
- Use that call to collect facts and either fast-track a meeting or recommend another advisor.
Expect High Conversion From COIs
- Strong COI introductions convert at a much higher rate than cold channels.
- Tiffany reports expecting around 60% of COI introductions to turn into clients.