Chief Retirement Officer
One benefit for Advisors that build a business plan is they define a custom value statement that serves them throughout the 401(k) sales cycle and overall business development. Developing a custom value statement begins with answering questions that cause you to think about why and how you work with 401(k) plans and develop your overall business. Questions you might not be asked all that often. You will answer them with words you carefully choose to communicate your beliefs. And your value statement will contain those carefully chosen words.
One of the value statement questions is, “What do you do for a living?” Pretty straight forward. I asked that question to a 401(k) Advisor and he replied, “I am the Chief Retirement Officer at several local companies.” I paused and said to the Advisor, “That’s genius. My immediate response is to ask you, what a Chief Retirement Officer does.” That is the response you want your plan prospects and referral sources to have. You want them to say, tell me more about what you do.
The Advisor told me that he sees himself as part of the management team for his client companies. He is like other “C” level employees, but he is responsible for management of the company retirement plan. Owners and key executives understand the “C” level employee role. The Advisor went onto say that like other “C” level employees he assists with plan goal setting and defining activities to achieve those goals. Once activities are defined, he monitors the execution of activities and reports outcomes and any other recommendations to improve the plan to the decision makers.
Top 401(k) Advisors work to understand the goals employers want to accomplish with their company plan and then manage the accomplishment of those goals. Just like a Chief Retirement Officer.
June 1st, 2017