408-854-1883 starts at $30 per hr home care

Affordable in home care | starts at $28 per hr

Mutual Fund Costs

Costs are the biggest problem with mutual funds. These costs eat into your return, and they are the main reason why the majority of funds end up with sub-par performance.

What’s even more disturbing is the way the fund industry hides costs through a layer of financial complexity and jargon. Some critics of the industry say that mutual fund companies get away with the fees they charge only because the average investor does not understand what he/she is paying for.

Fees can be broken down into two categories:
1. Ongoing yearly fees to keep you invested in the fund.
2. Transaction fees paid when you buy or sell shares in a fund (loads).

The Expense Ratio
The ongoing expenses of a mutual fund is represented by the expense ratio. This is sometimes also referred to as the management expense ratio (MER). The expense ratio is composed of the following:

• The cost of hiring the fund manager(s) – Also known as the management fee, this cost is between 0.5% and 1% of assets on average. While it sounds small, this fee ensures that mutual fund managers remain in the country’s top echelon of earners. Think about it for a second: 1% of 250 million (a small mutual fund) is $2.5 million – fund managers are definitely not going hungry! It’s true that paying managers is a necessary fee, but don’t think that a high fee assures superior performance. (Find out more in Will A New Fund Manager Cost You?)

• Administrative costs – These include necessities such as postage, record keeping, customer service, cappuccino machines, etc. Some funds are excellent at minimizing these costs while others (the ones with the cappuccino machines in the office) are not.

• The last part of the ongoing fee (in the United States anyway) is known as the 12B-1 fee. This expense goes toward paying brokerage commissions and toward advertising and promoting the fund. That’s right, if you invest in a fund with a 12B-1 fee, you are paying for the fund to run commercials and sell itself! (For related reading, see Break Free Of Fees With Mutual Fund Breakpoints.)

Are high fees worth it? You get what you pay for, right?

Wrong.

Just about every study ever done has shown no correlation between high expense ratios and high returns. This is a fact. If you want more evidence, consider this quote from the Securities and Exchange Commission’s website:

“Higher expense funds do not, on average, perform better than lower expense funds.”

Loads, A.K.A. “Fee for Salesperson”

Loads are just fees that a fund uses to compensate brokers or other salespeople for selling you the mutual fund. All you really need to know about loads is this: don’t buy funds with loads.

In case you are still curious, here is how certain loads work:

• Front-end loads – These are the most simple type of load: you pay the fee when you purchase the fund. If you invest $1,000 in a mutual fund with a 5% front-end load, $50 will pay for the sales charge, and $950 will be invested in the fund.

• Back-end loads (also known as deferred sales charges) – These are a bit more complicated. In such a fund you pay the a back-end load if you sell a fund within a certain time frame. A typical example is a 6% back-end load that decreases to 0% in the seventh year. The load is 6% if you sell in the first year, 5% in the second year, etc. If you don’t sell the mutual fund until the seventh year, you don’t have to pay the back-end load at all.

no-load fund sells its shares without a commission or sales charge. Some in the mutual fund industry will tell you that the load is the fee that pays for the service of a broker choosing the correct fund for you. According to this argument, your returns will be higher because the professional advice put you into a better fund. There is little to no evidence that shows a correlation between load funds and superior performance. In fact, when you take the fees into account, the average load fund performs worse than a no-load fund. (For related reading, see The Lowdown On No-Load Mutual Funds.)

Social Mixer, Celebrations and More on July 12 in Mt View

rasa DSC00855

 

Social Mixer, Celebrations and More
Come experience the action at Cheryl Burke Dance in Mt View and have a good time with Rasa Vitalia and other bay area artists this July 12 at 5:00pm till 1:00am in Mt View. All bay area pros and families are invited. Bring your circle of friends and family. Let’s celebrate Summer 2014 with music and dancing. Learn ballroom and latin dance, celebrate and watch artists like San Francisco’s famous Rasa Vitalia!! and other special artists.
RSVP connie atmotherhealth@gmail.com 408-854-1883. You get in at 50% discount of only $7. Connie is founder of Motherhealth Inc, affordable senior care and retirement planner/health blogger at clubalthea.com
Connie has been helping bay area secure their financial future with lifetime retirement savings (return of 8-13%), zero market risk investment, tax-free and with health benefits (similar to Long term care insurance added at no cost to an IUL policy).
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Connie Dello Buono CA Life Lic 0G60621
Now hiring agency owners in 50 US states.
408-854-1883
motherhealth@gmail.com
Links:

What causes what to happen and why by Karen, Clayton and James

How will you measure your life? a book by Karen Dillon, James Allworth and Clayton M. Christensen

On the last day of class, I ask my students to turn those theoretical lenses on themselves, to find cogent answers to three questions: First, how can I be sure that I’ll be happy in my career? Second, how can I be sure that my relationships with my spouse and my family become an enduring source of happiness? Third, how can I be sure I’ll stay out of jail? Though the last question sounds lighthearted, it’s not.

What information and what advice you should keep?

Crisis in Retirement Planning by Robert Merton

Corporate America really started to take notice of pensions in the wake of the dot-com crash, in 2000. Interest rates and stock prices both plummeted, which meant that the value of pension liabilities rose while the value of the assets held to meet them fell. A number of major firms in weak industries, notably steel and airlines, went bankrupt in large measure because of their inability to meet their obligations under defined-benefit pension plans.

The result was an acceleration of America’s shift away from defined-benefit (DB) pensions toward defined-contribution (DC) retirement plans, which transfer the investment risk from the company to the employee. Once an add-on to traditional retirement planning, DC plans—epitomized by the ubiquitous 401(k)—have now become the main vehicles for private retirement saving.

But although the move to defined-contribution plans arguably reduces the liabilities of business, it has, if anything, increased the likelihood of a major crisis down the line as the baby boomers retire. To begin with, putting relatively complex investment decisions in the hands of individuals with little or no financial expertise is problematic. Research demonstrates that decision making is pervaded with behavioral biases. (To some extent, biases can be compensated for by appropriately framing choices. For example, making enrollment in a 401(k) plan the default option—employees must opt out rather than opt in—has materially increased the rate of enrollment in the plans.)

More dangerous yet is the shift in focus away from retirement income to return on investment that has come with the introduction of saver-managed DC plans: Investment decisions are now focused on the value of the funds, the returns on investment they deliver, and how volatile those returns are. Yet the primary concern of the saver remains what it always has been: Will I have sufficient income in retirement to live comfortably? Clearly, the risk and return variables that now drive investment decisions are not being measured in units that correspond to savers’ retirement goals and their likelihood of meeting them. Thus, it cannot be said that savers’ funds are being well managed.

In the following pages I will explore the consequences of measuring and regulating pension fund performance like a conventional investment portfolio, explain how retirement plan sponsors (that is, employers) and investment managers can engage with savers to present them with meaningful choices, and discuss the implications for pension investments and regulation.

These recommendations apply most immediately to the United States and the United Kingdom, which have made the most dramatic shift among developed nations toward putting retirement risks and responsibilities in the hands of individuals. But the trend toward defined-contribution plans is ubiquitous in Asia, Europe, and Latin America. Thus the principles of providing for retirement income apply everywhere.

Assets Versus Income
Traditional defined-benefit pension plans were conceived and managed to provide members with a guaranteed income. And because this objective filtered right through the scheme, members thought of their benefits in those terms. Ask someone what her pension is worth and she will reply with an income figure: “two-thirds of my final salary,” for example. Similarly, we define Social Security benefits in terms of income.

The language of defined-contribution investment is very different. Most DC schemes are designed and operated as investment accounts, and communication with savers is framed entirely in terms of assets and returns. Asset value is the metric, growth is the priority, and risk is measured by the volatility of asset values. DC plans’ annual statements highlight investment returns and account value. Ask someone what his 401(k) is worth and you’ll hear a cash amount and perhaps a lament about the value lost in the financial crisis.

The trouble is that investment value and asset volatility are simply the wrong measures if your goal is to obtain a particular future income. Communicating with savers in those terms, therefore, is unhelpful—even misleading. To see why, imagine that you are a 45-year-old individual looking to ensure a specific level of retirement income to kick in at age 65. Let’s assume for simplicity’s sake that we know for certain you will live to age 85. The safe, risk-free asset today that guarantees your objective is an inflation-protected annuity that makes no payouts for 20 years and then pays the same amount (adjusted for inflation) each year for 20 years. If you had enough money in your retirement account and wanted to lock in that income, the obvious decision is to buy the annuity.

But under conventional investment metrics, your annuity would almost certainly look too risky. As interest rates move up and down, the market value of annuities, and other long-maturity fixed-income securities such as U.S. Treasury bonds, fluctuates enormously. In 2012, for instance, there was a 30% range between the highest and lowest market value of the annuity for the 45-year-old over the 12 months. However, the income that the annuity will provide in retirement does not change at all. Clearly, there is a big disconnect about what is and is not risky when it comes to the way we express the value of pension savings.

Unfortunately that disconnect is now being codified in DC plan regulation. Required disclosures emphasize net asset value and its changes. In the interest of consumer protection, regulators in the European Union have even considered requiring minimum rates of return on portfolios. But if the goal is income for life after age 65, the relevant risk is retirement income uncertainty, not portfolio value. To truly protect consumers, such regulatory “floors” would need to be specified in terms of the safety of the future income stream, not the market value of that stream.

Yet under regulations that set a minimum floor on portfolio value, retirement plan managers would not be allowed to invest savers’ funds in deferred annuities or long-maturity U.S. Treasury bonds—the very assets that are the safest from a retirement income perspective. That’s because, if interest rates were to rise, their price (that is, their market value) could easily fall below the minimum required asset value. Ironically, therefore, laws intended to protect consumers would have the unintended consequence of prohibiting savers from holding the risk-free income asset.

At the same time, the law would encourage investments in assets that are actually highly risky from an income perspective. U.S. Treasury bills (T-bills) are commonly treated as the definitive risk-free asset. Over eight years, the dollar returns to T-bills have been stable, and principal has been fully protected. But as the exhibit “The Real Meaning of Risk in Retirement” illustrates, if we look at the unit of measure that matters to our consumer—how much the saver would receive if the investment were converted into an income stream—then T-bills are shown to be very risky, nearly as volatile as the stock market.

To understand what that means in commonsense terms, consider a person who plans to live off the income from $1 million invested in T-bills. Suppose he retires in a given year and converts his investments into an inflation-protected annuity with a return of 4% to 5%. He will receive an annual income of $40,000 to $50,000. But now suppose he retires a few years later, when the return on the annuity has dropped to 0.5%. His annual income will now be only $5,000. Yes, the $1 million principal amount was fully insured and protected, but you can see that he cannot possibly live on the amount he will now receive. T-bills preserve principal at all times, but the income received on them can vary enormously as return on the annuity goes up or down. Had the retiree bought instead a long-maturity U.S. Treasury bond with his $1 million, his spendable income would be secure for the life of the bond, even though the price of that bond would fluctuate substantially from day to day. The same holds true for annuities: Although their market value varies from day to day, the income from an annuity is secure throughout the retiree’s life.

The seeds of an investment crisis have been sown. The only way to avoid a catastrophe is for plan participants, professionals, and regulators to shift the mind-set and metrics from asset value to income.

An Income-Focused Investment Strategy

So what should retirement planners be investing in? The particulars are, of course, somewhat technical, but in general, they should continue to follow portfolio theory: The investment manager invests in a mixture of risky assets (mainly equity) and risk-free assets, with the balance of risky and risk-free shifting over time so as to optimize the likelihood of achieving the investment goal. The difference is that risk should be defined from an income perspective, and the risk-free assets should be deferred inflation-indexed annuities.

It’s important to note that the fund manager need not actually commit the employee to purchasing a deferred annuity but should manage the risk-free part of the portfolio in such a way that, on retirement, the employee would be able to purchase an annuity that would support the target standard of living regardless of what happens to interest rates and inflation in the meantime.

This kind of liability-driven investment strategy is called “immunization.” It’s equivalent to how an insurer hedges an annuity contract that it has entered into and how pension funds hedge their liabilities for future retirement payments to plan members. What investment managers often fail to realize is that the same strategy can be employed at the individual investor level. (For a more detailed discussion see the sidebar “Portfolio Management: When Income Is the Goal.”)

My point is that the financial technology already exists to invest individual pension contributions in this way. Employees still get a pot of money upon retirement and thus retain the same freedom of choice over their retirement savings that they have under current defined-contribution arrangements. The difference is that the value of the pot would be obtained through an investment strategy meant to maximize the likelihood of achieving the desired income stream at retirement. Of course, that value might be much more or much less than the value of the pot obtained through a wealth-maximizing investment strategy.

Moving to an income-focused pension strategy will require changes not only to the way retirement plan providers actually invest the money but also to how they engage and communicate with savers. Let’s look at what’s wrong with current practice in this regard.

Little Meaningful Dialogue

In the conventional DC model, the provider asks the employee at the beginning of the engagement how much risk he is willing to take on in investing the accumulated savings, which basically puts constraints on the proportions invested in bonds and equities. Very often the employee does not feel capable of specifying a level of risk or a retirement goal, so the plan provider makes representative assumptions and offers a default investment in a mutual fund that has a risk level deemed appropriate for the employee’s age group.

From that moment on, the dialogue between the provider and the saver consists of regular reports on the value of the pooled fund, the amounts contributed, the annual returns achieved, and the size of the employee’s share of the fund. The employee feels happy if the value and returns look positive, but he typically has little or no idea what the implications of this performance might be on the chances of maintaining his standard of living in retirement as measured by income—an outcome which, as I demonstrated earlier, may not at all be related to returns on investment.

When employees try to become engaged and make decisions about their retirement, they are often confronted with very technical decisions, such as “How much debt versus equity do you want?” or “How much exposure to large-cap European stocks do you want?” It’s a bit like having salespeople ask car buyers what engine compression ratio they want. Some buyers might know that a high ratio is good, but very few understand exactly what that means: how many more miles to the gallon they’ll get, how much faster they’ll go from zero to 60 miles per hour, or how much more reliable the car will be than one with a lower ratio. But fuel efficiency, speed, and reliability are the factors that car buyers care about.

Consumer education is often proposed as a remedy, but to my mind it’s a real stretch to ask people to acquire sufficient financial expertise to manage all the investment steps needed to get to their pension goals. That’s a challenge even for professionals. You’d no more require employees to make those kinds of decisions than an automaker would dump a pile of car parts and a technical manual in the buyer’s driveway with a note that says, “Here’s what you need to put the car together. If it doesn’t work, that’s your problem.”

Experience also suggests that customer engagement in investment management is not necessarily a good thing. People who are induced to open a brokerage account in their IRAs often become very active in investing for their pension, trading stocks around the world on their computers after work. This is far from a good idea; such short-term trading will not improve the savers’ chances of successfully achieving retirement goals—in fact, it will diminish them.

Choosing not to educate customers is not a radical idea. Many technologically sophisticated products are actually designed to minimize learning requirements on the part of the user. If you were to drive a car made in 1955, the accelerator would feel the same to your foot as one does in a new car today. Of course, in 1955, the accelerator was connected to pieces of metal that made the carburetor open. Today all the connections are electronic, and you could activate them with your finger. Car manufacturers keep the pedal to help us feel comfortable—we’ve always pushed the accelerator with our foot. How would you like it if you bought your next car and found a joystick instead of a steering wheel?

The bottom line is that we have to be realistic about what we can expect people to understand (or what they should have to understand). Rather than trying to make employees smarter about investments, we need to create a smarter dialogue about how the plan provider or its investment management agents can help them achieve their goals. Let’s look now at what that dialogue might be like.

Redefining Customer Engagement

To create meaningful engagement in pension planning, a plan provider should begin by asking employees not about risk but about their expectations for income needs in retirement.

Clearly, employees in their twenties, thirties, or forties will not be able to be very specific about this, but they’re likely to agree that a reasonable goal would be to have a standard of living more or less the same as they’d be experiencing in the last five or so years before retirement. This would be, in effect, a plausible default option.

Once the working expectations have been agreed on, the provider can calculate the probabilities of achieving each employee’s target standard of living for given levels of contribution, expressed as a percentage of salary, and for a given working life. The provider will of course need more information, such as the employee’s current salary and the salary levels of retiring employees, estimates of interest and inflation rates, and Social Security and defined-benefit pension expectations. But all these data can be obtained from the employer or other sources, or assumed based on publicly available financial market indicators.

The customer need worry about three things only: her retirement income goals, how much she is prepared to contribute from her current income, and how long she plans to work. The only feedback she needs from her plan provider is her probability of achieving her income goals. She should not receive quarterly updates about the returns on her investment (historical, current, or projected) or about the current allocation of her assets. These are important factors in achieving success, but they are not meaningful input for the choices about income that the customer has to make.

Suppose the saver learns that she has a 54% chance of achieving her desired income in retirement. Like a high cholesterol number, that relatively low probability serves as a warning. What can she do to improve her outlook? There are only three things: Save more, work longer, or take more risk. These are, therefore, the only decisions a saver needs to think about in the context of retirement. And those choices have immediate impact because if you increase savings, your take-home paycheck is going to be smaller. If you decide to retire at a later age, you will have to explain that decision to your family and loved ones.

The income-focused dialogue between investment provider and saver should continue right up to and after retirement. Typically, employees start thinking more seriously about their detailed preferences closer to the actual date of retirement. By this time, they have a much better sense of their health status, their ability and willingness to continue working beyond retirement, what dependent responsibilities they have, whether they have other sources of income from, say, a working spouse, where and how they want to live, and the other things they’d like to do with their savings. They may no longer want to stick to the default of investing all their retirement pot into an annuity because they may wish to be able to realize a lump sum at some stage.

Close to retirement, the provider and the future pensioner need to refine the goals. A good framework in which to do this is to divide income needs into three categories:

Category 1: Minimum guaranteed income. Income in this category must be inflation-protected and guaranteed for life, thus shielding the retiree from longevity risk, interest rate fluctuations, and inflation. Government benefits, such as Social Security, and any defined-benefit pensions would be included in this category. (DB plan payments with no inflation adjustment should be treated as if they were falling at the expected rate of inflation.) To increase the amount of guaranteed income above and beyond those benefits, the pensioner would have to buy an inflation-protected life annuity from a highly rated insurance company, the “safe” asset described above. A graded annuity whose income payments grow at the expected rate of inflation can also be used when inflation-protection is not available. The annuity could provide a joint survivorship feature for a spouse but would provide no other death benefits or payouts.

Opting for guaranteed income comes with downsides. Annuities are inflexible and allow for no liquidity to alter the income stream if circumstances change, if there is an unanticipated need for a lump sum of money, or if the retiree wishes to make bequests. With reason, therefore, some people are uncomfortable using all their assets to purchase a risk-free annuity, especially if they have no additional nonpension savings that can provide them with some flexibility. For this reason, they ought to consider trading off some—but not all—guaranteed future income for alternatives that offer more flexibility.

Category 2: Conservatively flexible income. The more flexible but still relatively safe alternative to annuities is a portfolio of U.S. Treasury Inflation- Protected Securities (“TIPS”) that offer a periodic payout of inflation-protected income for a fixed time horizon, typically the life expectancy of the participant at retirement. Both the portfolio interest income and principal at each bond’s maturity are used for income payments, so there is no capital residual after the term.

There are two advantages to this type of conservative additional income relative to guaranteed income. Because the savings can be held in liquid UST assets, they are available in whole or in part to the participant at any time, for medical emergencies or other lump sum expenditures. And any assets remaining in the fund at the pensioner’s death would be available for bequests. The main disadvantage, of course, is that there is no income beyond the term. That is, the retiree takes the risk of outliving the pool of assets. (Savers can purchase deferred annuity contracts that do not pay anything until one reaches a later age—for instance, 85—to provide longevity “tail” insurance.)

Category 3: Desired additional income. Many DC plan participants will find that their targeted mix of guaranteed and conservative incomes, along with nonpension plan personal assets (for instance, their house, bank accounts, and savings deposits), is sufficient to meet all their retirement goals. In this case, they may allocate 100% of their DC accumulation to investing in the relevant financial instruments (annuities and bond funds) for guaranteed and conservative additional incomes. But some participants may find that their anticipated total income and assets will not be enough to finance the level of retirement income they desire. In that case they may wish to accept lower income now (that is, increase savings) or invest a portion of their DC accumulations in risky assets that hold out the possibility of earning sufficient returns to permit achieving the desired higher retirement income.

Few employees will have the wherewithal to afford a full-time financial adviser. Thus, an effective retirement system must guide savers to good retirement outcomes through clear and meaningful communication and simplicity of choices, during both the accumulation phase and the postretirement payout phase.

Again, this approach can be implemented today using existing financial technology on a cost-effective basis and to scale. For example, I have developed, with Dimensional Fund Advisors, such a system for interacting with customers, and I successfully installed this kind of solution in a large Dutch company in 2006.

Implications for Investors and Regulators

An approach that uses smarter products rather than tries to make consumers smarter about finance calls for different kinds of investments and, in turn, changes to the way regulatory oversight is provided.

Under current regulation, accumulated DC investments are restricted largely to stocks, bonds, and money market instruments, or mutual funds made up of them. The problem, as we have seen, is that these kinds of investments cannot deliver security in terms of income. Switching to the kind of income-driven investment strategy proposed here will require an altogether more sophisticated investment technology, for which the existing education-and-disclosure approach to regulation is clearly unworkable.

The logical alternative is to place the burden of oversight on the company sponsoring the plan: the participant’s employer, who generally has the financial expertise (or access to it) to assess the competences and processes of the plan providers. In fact, this is already starting to happen: The Pension Protection Act of 2006, with its opt-out provision and the associated setting of a default investment strategy for those who do not make a selection, encouraged employers to take a much more assertive role in managing DC plans. More, however, will be needed.

Savers, on the whole, should welcome such changes to the status quo. Although I don’t do academic research on this particular issue, evidence suggests that people trust their employers—certainly more than they trust banks, insurance companies, or brokerage firms. Shifting the regulatory burden as gatekeeper of provider quality and of well-designed products (but not as guarantor of investment performance) onto plan sponsors, therefore, seems to me to be a reasonable policy, certainly more reasonable than expecting even well-educated people with very high IQs to read prospectuses, evaluate past performance, and generally make sense of complex financial strategies.

It is fair enough to expect people to provide for their retirement. But expecting them to acquire the expertise necessary to invest that provision wisely is not. We wouldn’t want them to. We don’t want a busy surgeon to spend time learning about dynamic immunization trading instead of figuring out how to save lives, any more than we would want skilled finance professionals to spend time learning how to do their own surgery. But unless we rethink the way we engage savers and invest their money, this is precisely where we’re headed. I realize that what I’m advocating may seem perverse at a time when trust in financial institutions, and indeed in financial innovation, has fallen to pretty low levels. Yet it seems just as perverse to deny savers the benefits of financial technology.

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Connie Dello Buono 
1708 Hallmark Lane San Jose CA 95124

Building Rapport with others, handling objections in sales and acting with certainty

Successful people build rapport with others by:

  • showing that they care about the person
  • asking exceptional questions
  • listening
  • finding commonality with others
  • using congruency from their body, actions, words in aligning how they convey their thoughts and ideas with conviction and certainty with others

Sometimes, we do most of the above without our knowledge. We do it because we care about others without asking anything in return. Successful sales people use all of the above. In handling objections or converting objections into commitments, they use the following strategies:

  1. ignore it (they may not mean it)
  2. hear them out (they may run out of steam)
  3. feed it back (nicely)
  4. question it (get more information, is it the real objection and why is it important)
  5. make a final objection (if yes to to Step 6, if no, slide to Step 3)
  6. align prospect provide a cushion (make them comfortable)
  7. turn the objection into a question (you cannot answer an objection, but you can answer a question)
  8. answer the question
  9. tie it down. test close
  10. assume the sale and congratulate the prospect on a wise decision

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Now hiring 1000 sales savvy pros as Financial Service agency owners, owning your own business with full marketing support/field training and no capital. Call Connie Dello Buono 408-854-1883 motherhealth@gmail.com

 

Rich people take small risks to control a big investment

They understand what they can afford, want to plan for their future, and want financial freedom at an early age.

They know that paying 3% in admin fee to a mutual fund over 20 years will take away 60% from their accumulated money.

They pay themselves first each month using a tax free savings plan called Index Universal Life Policy (a supercharge Roth IRA) growing at 8-13%.

They align themselves with those who have successful financial strategies using index strategies.

They leverage many tools to control a big investment using small risk as possible.

They set a high standards for themselves.

They use time as strategy.

They buy properties when cap rate is 10 or higher based on NET income.

They buy and sell properties or business with an exit strategy.

They save more than 10% of their earnings towards their retirement savings starting at a young age of 25.

They protect their assets, income, savings, life using asset protection such as Index Universal Life policy and estate planning.

They live simply, not spending what they cannot afford if these investments will not add value to their bottom line.

They believe in an INCANTATION that they can create abundance with happiness and service to others.

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If you want all of the above, let me help you with a no risk savings/retirement plan using an IUL. Call Connie Dello Buono 408-854-1883 motherhealth@gmail.com. We are in 50 US states. CA Life Lic 0G60621. 1708 Hallmark Lane San Jose CA 95124

Risk Protection: Health, Assets, Income, Life, and Estate

Risk Protection: Health, Assets, Income, Life, and Estate

1 hr brown bag seminar

Goal: Save taxes, stop aging, keep assets from creditors and IRS, leave a sizable estate, 

increase your asset base, get the results you want in all areas of your life

20min A. Finance, Long term care and tax free retirement

10min B. 5 Myths of Revocable Living Trust and Estate planning

20min C. Health 101 and weight management

10min D. Strategies for getting results/peak performance in important areas of your life

Q&A Follow up session (complimentary 30min-follow up session one-on-one )

Venue: Bay area or online at anymeeting.com

Speakers:

Connie Dello Buono, health author and retirement planner and blogger at www.clubalthea.com

Marcus Norona, Financial service professional, 30 yrs experience

CJ Silberman: More than thirty years in the legal field, former adjunct professor of law, licensed and bonded tax preparer/strategist, Certified Skillpath public speaker in the area of effective communication, negotiation strategies, team building. Formerly “of counsel”to Melvin M.Belli. BA, UC Berkeley, JD, Law, John F. Kennedy University, Mediation Certificate, Stanford University. Business Analyst Certificate, Ultimate in Success.

www.debtdeal.wix.com/ssiez

Sales Playbook

What Is a Playbook?

A playbook is a collection of tactics or methods. When this definition is applied to business, we are essentially creating a document—the sales playbook—that characterizes the roles and responsibilities for each member of the selling organization, lays out clear objectives for each member of the team to support the business plan, targets setting and performance measurement, and provides a common framework and approach for most effectively developing and closing opportunities.

The sales playbook captures your company’s knowledge about its markets, value propositions, offers, competitors, and best practices. These are the very elements that fall within the marketing organization’s domain, which is why marketing plays a strategic role in developing the playbook.

Making a Good Playbook

A good playbook defines your sales process and methodology and how your process maps to your customer’s buying process. It tells your team not only what to do but how to make it happen.

When you create a playbook, you are planning for how your team will engage with a prospective customer. A well-designed playbook diagrams the engagement experience and serves as an alignment and enablement tool. It helps accelerate sales effectiveness and accuracy, thereby increasing sales performance and company revenues.

The sales and marketing teams should develop the playbook together. A play in the sports world is an action designed to achieve a specific purpose in specific conditions. When you design a playbook you need to define the conditions. Therefore, at a minimum, the following knowledge needs to be integrated into the playbook:

  • Customer analysis and buying process
  • Company offer and value proposition
  • Competitive analysis
  • Sales methodology
  • Best practices.

 

Let’s take a look at each of these.

Customer analysis includes identifying the market, key trends, key buyers and influencers, a profile of the ideal customer, the customers’ pain points and preferences and the critical business issues customers are trying to solve. This section of the playbook should also outline the customer’s buying process and the conditions or events that trigger consideration, evaluation, and ultimately purchase. It is also a good place to provide customer profiles and reference the various personas.

This section of the playbook is not complete until you have answers to these two questions:

  1. What is the profile of the ideal prospect?
  2. What are the behaviors exhibited by a qualified lead?

 

The value in this section is to help the team identify the prospects to pursue as well as whom not to pursue. The actual personas can be included in the playbook appendix.

Many organizations begin with the company offer and value proposition. We recommend this information follow the customer analysis so the customer context can be taken into consideration when developing this section of the playbook. In this section, you want to describe and clarify what your company offers and the ways your products and services address the customer’s pain points and business issues.

This is the time to explain why your company exists and how your company makes a difference to the customer and in the market. This section of the playbook is not complete until it clearly answers two questions:

  1. Why should people buy this product from you?
  2. What is the value they receive buying this product from you?

 

Part of this section should be dedicated to giving examples of questions that draw out the customer’s business needs and pain points. This section is also a good place to include use-case scenarios.

Typically, customers have more than one company or solution they can use to solve their issues and resolve their pain. Therefore, a playbook is not complete without a competitive analysis.

The focus of the competitive analysis should be on how the competitors position themselves in the market, the competitors’ selling process, typical moves by each competitor, and recommendations on how to counter these moves. It may be helpful to name the competitor’s moves and your moves and then to diagram these counterpoints.

The complexity of most sales cycles is a result of multiple steps, decision-makers, and decision criteria in the customer’s buying process. This complexity creates variability and unpredictability. Once the customer’s buying process has been mapped, you can define your sales process and methodology.

This section should include the map of the customer buying process, and an outline of your sales process: that is, the standard set of critical steps that move the customer’s buying process to a favorable outcome—at high level, because the exact next step cannot be predicted.

While this section should outline the sales cycle stages and responsibilities, it should go beyond just describing the steps in the sales cycle. It should provide instructions on what information needs to be collected at each stage in the process, identify the players in each step, and how to assess the opportunity.

The opportunity assessment information should recommend standard methods and tools that help the sales person determine where they are in the customer’s buying process, enable them to analyze the situation, and anticipate what they might do next.

This section of the playbook should also provide the guidelines for entering and exiting opportunities and a list of the resources, skills, knowledge, and tools needed for each stage in the process. Also, your company should articulate the most common customer objections to your product and specific instruction on how to address each objection in this section.

The best practices section should provide a list of proven tips and techniques, as well as under which circumstances to use them. This section should also capture what hasn’t worked in the past and associated lessons learned.