OPPORTUNITY, IS THAT YOU?
With change comes opportunity – and if you’re a TPA, the new Conflict of Interest Rule is a HUGE opportunity. This new regulation has opened doors and created a platform for dedicated retirement plan professionals to shine.
“FIDUCIARY” BECOMES A HOUSEHOLD NAME
We in the retirement plan industry are familiar with this word because we regularly engage with retirement plan advisors, plan sponsor clients, and other industry professionals. You, too, possibly act as a 3(16) administrative fiduciary. However, average Americans are now starting to say, use, and understand the definition of fiduciary.
Many of your plan sponsor clients are going to have questions. They will need your help to understand the new regulation and how this rule affects their plan relationships. This is a once-in-a-lifetime marketing opportunity for you! Use this window to promote the value of proper plan design, the importance of a sound fiduciary process, and the significance of implementing a document organization system.
HOW CAN YOU CAPITALIZE ON THE CHANGES?
Advertise – Promote that you are an experienced TPA and have been solving plan design challenges since XXXX (insert year).
Update – How long have you been working with plans? What designations do you hold? How is your team structured to professionally service retirement plan clients? Update your website, company overview, and team biographies to highlight your company and your team’s years of qualified experience.
Share – Leverage the power of social media. You understand how the new rules are going to affect plan sponsor and advisor relationships – talk about them. Write an article. Share it via social media (LinkedIn, Twitter, etc.). Become the voice that your prospects, clients, and centers of influence turn to when they have questions and need help.
WANT TO MARKET, BUT DON’T KNOW WHERE TO BEGIN?
Step 1: Create your ideal lead list (advisors, plan sponsors, centers of influence, etc.)
Step 2: Research how you’re professionally connected to prospects
Step 3: Lean on your existing relationships
Step 4: Create a marketing calendar
Step 5: Keep marketing – consistency is key
Step 6: Meet with prospects, and WOW them with your experience, quality of service, and examples of plan design results
Step 7: Grow your retirement plan book of business
You have the choice to view the new rules as a business obstruction or an opportunity. For the sophisticated TPA, we see this as Golden Marketing. You have the expertise, experience, and know-how to stand out. Now is the time to professionalize your office and promote the value of working with an experienced TPA partner. Happy marketing!
About 401(k) Marketing
We believe the retirement plan industry can do better. Our clients are the best professional TPAs and retirement plan advisors in the business. They care deeply about saving America’s retirement future. We are proud to share their voice through industry writings, professionally-designed brochures, and marketing collateral. We assist in promoting their businesses through professional branding and on-going awareness campaigns. 401(k) Marketing is based in San Diego, California. Check us out at www.401k-marketing.com.