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Imagine Having a Database of Over 250,000 Canadians Who Are Looking for Help With Various Financial Products - and You Have Permission to Contact Them Regularly (DNCL Exempt) Since the launch of The Canadian Financial Security Program financial-help websites in 2002, we have had over 250,000 Canadians "join" the program as "members", granting us, and our associated financial consultants (Subscribing Financial Advisors) permission to contact them by email, mail or by phone, all DNCL Exempt, to help them with their financial product and services needs. Most of these members have had their "Questionnaire" forwarded to one of our Subscribing Financial Advisors for contact and follow-up when it was first submitted over the last ten years, but until late in 2011, we had done very little to tap into this database of "financial inquiring" Canadians to generate additional leads or prospects. With the improvements made to our Total Client Acquisition Program in 2011 (what we refer to as, "The Next Generation") with the Pre-Approach Letter now available with professionally printed letterhead and envelopes (with a message on the outside of the envelope that assures they get opened), the new "Four Cornerstones to Financial Health" and "Shopping for Life Insurance" PowerPoint presentations with all the added benefits of easier "first contact" and appointment making, and updated materials on our "public" websites - we are now "mining" our database of 250,000 members for new sales opportunities on behalf of our Subscribing Financial Advisors. As well as receiving the weekly Questionnaires as we have always distributed, our current Subscribing Financial Advisors are now receiving "Level 2" contacts that will be more "qualified" along with their regular weekly Questionnaires. These "Level 2" contacts are generated by "tapping into" our membership database with the intent of identifying those of our 250,000+ members who have specific needs for certain financial products and services - now. To get a better understanding of how we are doing that, click on the links in the box on the right and view the current and previous message and their associated elements. Note that both the message and the information on the Landing Page change each time a message is sent.
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"MEMBER UPDATE" MESSAGES USED TO GENERATE LEVEL 2 QUESTIONNAIRES
As we send new messages one or two times a month, we will put a link in this box to guide you to a sample of the message used, the Landing Page as seen by the member, and the Level 2 Questionnaire as you would receive it. This will help you understand what members might be expecting when you contact them. Please be aware that you may receive Level 2 Questionnaires from previous broadcasts as well as from the current broadcast - even in the same week. When these "mailings" go out, we receive the majority of the responses within a week, however, some responses will continue to come in for many weeks after as well. For this reason, you must look carefully at each Level 2 Questionnaire to identify which broadcast it came from and, more importantly, what topic the member was attracted to.
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The Details of the Request for Information that is Generated in Level Two
You need to be observant of the fact that these elements change with each message, so that when you receive these Level 2 Questionnaires, you understand what the member was motivated by, and you are able to use that knowledge to formulate your contact approach. For example in the current message, we are inviting members to download the new version of our publication, "Shopping for Life Insurance". No matter how the member answers the questions on the form they will fill out to acquire this publication, by the very fact they are motivated to download a book on buying life insurance, one would assume they have an interest in this product, therefore they are a prospect - at least to some degree. If you contact them, it is a good "conversation opener" to ask if they had a chance to read the publication and what they thought of it.
As well as the obvious - life insurance and investments, we will be seeking prospects for CI, DI, Educational Savings Plans, and other financial products. We welcome the input of our Subscribing Financial Advisors in choosing the topics for these email broadcasts and updates to our members.
As we move this part of the program into full swing, it is our intent to send a different message every two to three weeks, and forward the replies generated to our current Subscribing Advisors along with the "regular" Questionnaires. These "Level 2" Questionnaires will count as "one Questionnaire" toward the monthly quota and it is our expectation that they will prove to be more valuable than the regular Questionnaires. We look forward to your feedback.
If you are a long-term subscriber to the program, any second generation leads that we receive from a member where you have already received the original Questionnaire will be sent directly to you. In other words, as long as you remain as an active subscriber, you will always receive any further "Information Requests" or secondary Questionnaires that we generate from the members who have already been assigned to you as they remain yours as long as you are an "active" subscriber.
Inquiries received from members where the original Subscribing Financial Advisor has withdrawn from the program will be distributed equally among other Subscribing Financial Advisors along with a copy of the original Questionnaire. Don't be confused by this fact - that you may receive an "original" Questionnaire along with the "Level 2" Questionnaire. It only counts as "one Questionnaire" and the original Questionnaire is being sent to you for information purposes only. The original Questionnaire will tell you how long they have been a member and what their original product interests were. This will help you understand a little more about them before you make contact for the Level 2 Questionnaire.
When one of our members responds positively to our offer for help on the topics in the "update", they are linked (sent to another page) to the "Request for Information" form. Note that this form uses the, "Four Cornerstones to Financial Health" presentation as a potential door-opener as well as the monthly topic. If you decide that you want an appointment based on the information in this form, from the information in the original Questionnaire they submitted, and from your first telephone interview, you will be able to leverage on the presentation to secure an appointment
Whenever possible you will receive a copy of the original Questionnaire along with the new Request for Information form. If you do not receive a copy of the original Questionnaire along with the Request for Information, it would be because the member used a different email address or other different information from their original Questionnaire making a match-up more difficult. Nevertheless, the strength of the potential lead would be obvious.
Summary
In any given week, you could be receiving three different looking "Questionnaires" or "Survey Forms" (these terms are synonymous).