This article was written by Susan Danzig
As a Certified Exit Planning Advisor (CEPA®), you've worked hard to earn your credential, investing time, energy, and resources into the process. Now, it's time to make the most of it! In this guide, we'll discuss how to create an effective marketing plan to attract your ideal small business clients, overcome challenges, and grow your business.
The Challenges CEPA® Professionals Face in Marketing
Before diving into your marketing plan, it's important to understand the challenges you might face as a CEPA® professional. Here are three key issues to consider:
Translating your skills into marketing collateral: To showcase your expertise, you need to effectively communicate the value of the exit planning process, coordinate stakeholders' efforts, and ensure the best outcome for families and small businesses.
Convincing accountants and attorneys of your value: Some professionals might not immediately see the value in adding another advisor to a client's team. To build credibility, you must develop clear marketing messaging that highlights the unique benefits of a CEPA®.
Articulating fees and pricing: For CEPA® professionals who are also financial advisors or wealth managers, it's crucial to be transparent about your fees associated with exit planning projects. Develop a marketing strategy that addresses potential concerns and enhances the value of your CEPA® credential.
Becoming the Go-To Person for Exit Planning
It takes time and effort to build your reputation as the expert in helping business owners with succession planning. Unlike other professionals who are associated with specific services, a CEPA®'s role is to coordinate all parties and actions into a seamless exit plan, which requires a team approach and trust among stakeholders. By leveraging your CEPA® credential, you can attract ideal small business clients and position yourself as the go-to person for exit planning.
Developing a Targeted Marketing System
To achieve tangible results, follow these steps to create an effective marketing system:
Identify your ideal client: Understand the specific characteristics of small business owners who would benefit most from your expertise.
Choose marketing channels and networking activities: Select the most relevant channels and activities to increase your exposure to potential clients.
Focus on client engagement: Once a business owner engages with you, there is a higher likelihood that their net proceeds will be added to your assets under management (AUM) after the transition.
A targeted marketing effort can create a positive feedback loop, leading to high-quality referrals, faster conversions, and increased revenue. This, in turn, enables you to expand your personal and professional goals.
Investing in the CEPA® FAST Program
To strengthen your business development skills and drive results, consider enrolling in the CEPA® FAST program that we offer at Susan Danzig, LLC. With over 20 years of experience, our coaching can help you develop a marketing plan to effectively leverage your CEPA® credential and reach more ideal clients.
The CEPA® FAST program provides:
A comprehensive and affordable roadmap for business growth in as little as three months.
A tailored approach for individuals through private coaching or for teams via group coaching. Visit Susan's website for more information about the CEPA® FAST program.
Don't let your CEPA® credential go to waste. By understanding the challenges you may face, developing a targeted marketing system, and investing in professional coaching, you can unlock your full potential as a Certified Exit Planning Advisor.
Embrace your role as the go-to expert for small business owners navigating the exit planning process and watch your business grow. With dedication, strategic marketing, and ongoing professional development, you'll be well on your way to success, helping business owners achieve their goals while expanding your own personal and professional horizons. Don't wait—start leveraging your CEPA® credential and make a lasting impact on the lives of small business owners today.
