Michigan is starting to reopen, and workplaces are beginning to transition back to some version of “normal” business. For many distribution professionals in asset management, this means getting back on the road for the first time in over a year. We took a deep dive to examine the impacts of COVID-19 on business travel and explore how distribution organizations are using advisor team data to maximize the ROI of business trips.
New challenges and opportunities
In the wake of COVID-19, the landscape of business travel is changing. Your sales organization might be examining these changes and reassessing coverage models. Your contacts may have moved teams, firms, or even moved geographically to another region – making it more important than ever to have accurate and detailed information about potential prospects. More businesses are returning face-to-face, but there is still the risk of meetings being canceled at a moment’s notice. Post-COVID travel costs have increased, with no signs of slowing down any time soon.
As your firm prepares to face this changing landscape, it is becoming increasingly important to have access to a more accurate and curated view of teams to maximize the efficiency of your distribution strategy. Below is an example of how firms have used team data to drive better segmentation. We layered reputable high net worth lists (shown in orange) over our Advisor Atlas advisor team data (shown in teal gradient) to highlight the geographical regions where salespeople should focus their efforts.
Use case: Layering advisor team and HNW data to set high-value appointments
One of your top salespeople (Salesperson X) is traveling from Chicago to Detroit for a conference. They have plans to stop for lunch at the Kalamazoo SalesPage office. Salesperson X is focused exclusively on the top advisors and teams in the area. With lunch in downtown Kalamazoo, Salesperson X has time for one key meeting before lunch and two more after lunch with the opportunity for a few drop-in stops on the way to Detroit. In which areas should they focus on setting high-value appointments to maximize their time and trip ROI?
Taking a closer look at the layered data, we see that there are many advisor teams on Salesperson X’s route. However, there are only four geographical areas with both HNW prospects and advisor teams: South Bend, Portage, Jackson, and Ann Arbor. Focusing on these specific areas gives Salesperson X the opportunity to set up meetings with either target group and the flexibility to drop in on another prospect nearby if they have extra time or a cancellation.
Team data analysis
Relationships matter more than ever as advisors have been flooded with marketing by asset managers. Advisor Atlas keeps up with advisor teams and supplies everything needed to target messaging to the right people to support your distribution strategy.
Are you interested in discussing how team data can augment your business intelligence? We are offering a complimentary advisor team audit and analysis (over $1,000 value) through June 2021. Contact your account manager or reach out to us at email@example.com for more information.