Market Development Inventory/Project 200 · 3) y our guide to the Market Development inventory/Project 200 Form Completing this form is very important. You will use this information

Market Development Inventory/Project 200Name: ___________________________

Sales Manager: ____________________

Agency: __________________________

Date: ____________________________

For ProDUCEr UsE only. not For UsE with thE PUbliC.

As a Financial Services Representative, your number one priority is to find people who will purchase financial services.

The market for insurance and investments* is extensive. Early in your career, you will contact many different types of potential clients. Concentrating a portion of your sales activity to well-defined markets creates more focus when building your client base – leading to more effective sales and growth.

This booklet helps you define specific market groups by using the Market Development Inventory/Project 200 Form. There are also a few brief exercises to assist you along the way – all geared toward helping you build your client roster.

* You must be a Registered Representative of MML Investors Services, LLC, to offer securities products. Securities offered through Registered Representatives of MML Investors Services, 1295 State Street, Springfield, MA 01111-0001. (800) 542-6767. Member NASD/SIPC. Excerpts of the text in this overview were quoted from “Markets Are People,” LIMRA, Inc., Hartford, CT.

Contents 3 | Keys to identifying market groups 4 | Exercises to help identify your market 5 | Your guide to the Market

Development Inventory/Project 200 Form

7 | Next steps: Your market strategy


3

To begin the identification of your target market, let’s first define what a market is. A market is an accessible group of people who meet the following criteria:

Common characteristics – Specific characteristics help define and focus your market. The more characteristics that members have in common, the more focus you will have in your sales efforts. As an example, compare “dentists” as a market with “professionals earning in excess of $50,000 annually.” Since “dentists” is a more focused and identifiable definition, it would be easier for you to find ways to identify specific people in that market to come up with market-specific product and service offerings – and ways to approach these people – than would be the case with “professionals.”

Common needs – The more similar the financial needs of a member’s market, the easier it is for you to match MassMutual products and services to their needs. As you gain experience, you will know whether a particular group of people will be most interested in estate planning, retirement income, an educational fund, business insurance, etc.

high level of interaction/communication – The more the members of a market interact with each other, the easier it will be for you to find prospects and to build a reputation. Communication within a market may be formal, as in a newsletter or monthly meeting; or informal, with members interacting in a social situation.

Not every market you identify fits perfectly with the above criteria. Your definition of a market may often have to consider the size and location of your territory. For example, ophthalmic surgeons may be too narrow in a rural area, but a broader group of medical professionals (doctors, nurse practitioners, hospital administrators, etc.) may better meet the criteria above. The market of ophthalmic surgeons may be the right target in a large metropolitan area instead.

Marketing focuses on identifying groups of people who share similarities and communicate on a regular basis. This interrelationship can help you establish a reputation in the community and the given market.

Generally, five categories share characteristics, market needs, and a significant level of interaction. (You may think of other market groups once you begin the process.)

1) Geographic groups• a particular neighborhood where you are well known

• a small town where you have good social mobility

• a city area where a certain industry is concentrated (e.g., New York garment district)

• business buildings, apartment or housing complexes

2) social and religious groups• alumni clubs

• hobby clubs

• country clubs

• service groups (Kiwanis, Lions, Rotary, etc.)

• church-affiliated groups

3) occupational groups• a profession in which you already have family

or friends

• an occupation in which you were previously employed

4) language, cultural, and ethnic groups• a society or club related to a specific nationality or

culture which you identify with and can be accepted

5) natural market groups• people you already know well and can approach, such

as former classmates, friends, and neighbors

The next section describes how to take your first steps in identifying potential markets. You will begin to organize the people you currently know into groups similar to those discussed above.

1) Keys to identifying market groups


4

Your personal background: Exercise As you complete the Market Development Inventory/Project

200 Form, consider your life experiences and current lifestyle.

In the next exercise, think about the following aspects and

identify characteristics, interests, and experiences useful in

directing you toward various markets. Think more broadly

and consider the types of people you have interacted with in

the past and continue to associate with now:

Family background (parents’ occupations, community

activities, interests, etc.): _____________________________

_________________________________________________

_________________________________________________

Educational background (major, favorite subjects,

extra-curricular activities): _________________________

_______________________________________________

_______________________________________________

Occupational background (previous jobs, summer jobs,

internships, etc.): _________________________________

_______________________________________________

_______________________________________________

Outside activities, hobbies, and interests: ______________

_______________________________________________

_______________________________________________

Professional clubs to which I have belonged: ___________

_______________________________________________

_______________________________________________

Cities/areas I have lived: ___________________________

_______________________________________________

_______________________________________________

2) Exercises to help identify your market

Potential market list: ExerciseThe characteristics of your background should logically

direct you toward specific markets. Below are several

examples that illustrate potential market groups. Think about

your potential markets in this context:

Examples:

• If you were previously a teacher, your markets may

be other teachers, school administrators, families in

certain neighborhoods with your previous students,

school board members, and many others.

• If your family shares a similar career, such as the

medical profession, your markets may be other

doctors, associates, and professional colleagues in

this field. Other similar attributes they may share

would be a medical association or social arenas

such as a golf course.

• If you possess a degree in accounting, you may

consider accounting firms, as well as financial

officers, auditors, and budget coordinators.

Next, complete the following exercise to help you

identify specific markets related to your interests and

previous experience.

Characteristic Potential markets

Ex. Teacher School administrators other teachers, families/PTA

Ex. Doctors Business owner, professional, hobbies (golf course)

Ex. Accountant/Auditor Business owner

1.

2.

3.


5

3) your guide to the Market Development inventory/Project 200 Form

Completing this form is very important. You will use

this information for the future planning of your market

and client-building activities. Your General Agent or

Sales Manager will review the results of your Market

Development Inventory to assess your market development

needs and to assist you in planning a strategy to be effective

in your markets.

While filling out the form may take some time to complete,

it deserves thorough treatment because it is the basis for your

marketing plan in your new career.

Note: The Market Development Inventory/Project 200 is available in Excel. (Ask your General Agent or Sales Manager for a copy.) You can transfer your prospects’ information collected in this booklet to the Excel version, which will calculate your data.

Specific Market Groups

type of businesses/companies with whom you do business – Market Groups A & DAuto Dealer Electrician Landscaper Real Estate

Baker Florist Lumber Restaurant

Banker Grocer Movers Roofer

Builder Hardware Newspaper Salesman

Clothing Store Heating Nurse Service Station

Computer/Technical Hotel Painter Sporting Goods

Decorator Jeweler Pharmacist Tailor

Dry Cleaner Landlord Plumber

You may wish to reference the following categories when completing the Market Development Inventory Form. (This is a partial list.)

Professionals – Market Group b (People with advanced education & usually licensed)Accountant Dentist Engineer

Attorney Doctor

Government employees/officials – Market Group CCity Council Fireman School Teachers

City Gov’t./Manager Military/Nat’l. Guard Urban Planners

Court System Police

Professional/trade associations – Market Group hChamber of Commerce Women of Business Associations

Estate Planning Council Trade/Occupation - Specific Associations

Known from previous work – Market Group EWork Associates Previous Competitors

Previous Clients

Civic groups – Market Group JArts Festival Sponsors Museums Theatrical Group

Ballet Group Symphony

service clubs – Market Group KChurch/Temple Groups Red Cross YMCA

Kiwanis Rotary YWCA

hobbies – Market Group nArt Cards Golf Photography

Baseball Country Club Health Club Tennis

Bowling Dancing Music


6

How to complete the formBegin by reviewing categories A through P of the Market

Groups listed in the Market Development Inventory/Project

200 Form. Note the information required for each individual

listed. While you may not know the exact information for each

person, your estimate should be as accurate as possible.

List all the individuals you know in each Market Group then fill

in the descriptive information for each person and check off the

appropriate Yearly Income, Age, Family Status, etc.

It is possible that one person may appear in several Market Group Categories. For example, if you are associated with a doctor, he or she can be a Business Owner (category A), a Professional (Category B), and belong to the same Religious Organization (Category M). Other similar attributes they may share would be a medical association, or social clubs such as a golf course.

Note that for “Age,” five categories are provided. Select the

most accurate choice and check off that box, then check off

the box titled “Within 5 Years+/-Your Age” (if applicable).

After you have entered the required information, tally the

Market Group Categories on the Summary of Market Groups

page, or enter the information into the auto-calculating Market

Development Inventory/Project 200 spreadsheet found

on FieldNet.

When you’ve finished the Summary of Market Groups,

give this completed booklet to your General Agent or Sales

Manager. (Keep a copy for yourself. If you’ve completed the

electronic version, e-mail it instead.) He or she will discuss

completion of the Market Identification Exercises and other

activities in your Career Sampling process.

Once you have completed the Market Development Inventory/Project 200 Form, meet with your General Agent or Sales Manager to confirm your priorities for approaching these markets.


7

How/when will you ask for referrals in this market? ________

_________________________________________________

_________________________________________________

Indicate the approach you think best to create interest: _______

_________________________________________________

_________________________________________________

What needs do you think will be uncovered? _____________

_________________________________________________

_________________________________________________

List products and/or services which may be used to fit

their needs: _______________________________________

_________________________________________________

_________________________________________________

How do you intend to present these solutions? _____________

_________________________________________________

_________________________________________________

What closing objections would you anticipate? ____________

_________________________________________________

_________________________________________________

In the delivery process, what service can you perform? ______

________________________________________________

_________________________________________________

When is the best time for the next review? ________________

_________________________________________________

_________________________________________________

After you have prioritized your potential markets, you will want to prepare for your client-building activities.The next step is to enter each prospect into your database

for future contact. If you use OCS cards as your database,

transfer the names from your Market Development

Inventory to yellow OCS prospect cards. On these cards,

indicate the prospect’s market in the lower right-hand

corner of the card. In this way, after you have begun

working with your OCS, you will be able to recall the

prospect’s original market.

If you use an electronic or other database, enter all the information into the database. Be sure to set up your database in a way that you can indicate the market for each name entered.

For each potential market, fill out the Market Strategy

Worksheet below. By completing this form, you will be

able to anticipate the activities to sell effectively to your

specific markets.

Potential market: ___________________________________

_________________________________________________

_________________________________________________

Sources of names: __________________________________

_________________________________________________

_________________________________________________

Promotional opportunities: ___________________________

_________________________________________________

_________________________________________________

What form of pre-approach (if any) will be used? __________

_________________________________________________

_________________________________________________

4) next steps: your market strategy


8


Market Group Categories – once you’ve filled in the information below on your prospective clients, choose the category that best describes them and place that letter in the “Market Group letter” column.

occupational/business related: social/Civic/Avocational:

A.b.C.

Business Owners (Include Self-employed)Professionals (MDs, Dentists, Attorneys, CPAs, etc.)Government Employees/Officials (Federal, State, Local, Military)

D.E.

People with whom you do businessPeople known from your previous work (Co-workers, Customers, Competitors)

F.G.h.

People in the office building where you workPeople known from significant other’s workMembers of professional/trade associations

i. J.

Alumni GroupsCivic Groups

K. l.

Service ClubsParent Teacher Association

M. n.

Religious OrganizationsHobbies

o. P.

School FriendsNeighbors/Relatives

8

Market Development Inventory/Project 200 Form

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iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

30




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


30




112.

113.

114.

115.

116

117.

118.

119.

120.

31




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


31





Mar

ket G

roup

Lette

r

Unde

r $35

,000

$35,

000 -

$49,

999

$50,

000 -

$74,

999

$75,

000 -

$99,

999

Over

$100

,000

Unde

r 25 Y

ears

25 - 3

4

35 - 4

4

45 - 5

4

55 A

nd O

ver

With

in 5

Year

s +/-

Your

Age

Sing

le, N

o Ch

ildre

n

Sing

le, C

hild

ren

Mar

ried,

No

Child

ren

Mar

ried,

Chi

ldre

n

Mor

e Th

an 5

Tim

es

1 - 5

Tim

es

Not

At A

ll

Clos

e Fr

iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

32




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


32




122.

123.

124.

125.

126

127.

128.

129.

130.

33




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


33





Mar

ket G

roup

Lette

r

Unde

r $35

,000

$35,

000 -

$49,

999

$50,

000 -

$74,

999

$75,

000 -

$99,

999

Over

$100

,000

Unde

r 25 Y

ears

25 - 3

4

35 - 4

4

45 - 5

4

55 A

nd O

ver

With

in 5

Year

s +/-

Your

Age

Sing

le, N

o Ch

ildre

n

Sing

le, C

hild

ren

Mar

ried,

No

Child

ren

Mar

ried,

Chi

ldre

n

Mor

e Th

an 5

Tim

es

1 - 5

Tim

es

Not

At A

ll

Clos

e Fr

iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

34




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


34




132.

133.

134.

135.

136

137.

138.

139.

140.

35




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


35





Mar

ket G

roup

Lette

r

Unde

r $35

,000

$35,

000 -

$49,

999

$50,

000 -

$74,

999

$75,

000 -

$99,

999

Over

$100

,000

Unde

r 25 Y

ears

25 - 3

4

35 - 4

4

45 - 5

4

55 A

nd O

ver

With

in 5

Year

s +/-

Your

Age

Sing

le, N

o Ch

ildre

n

Sing

le, C

hild

ren

Mar

ried,

No

Child

ren

Mar

ried,

Chi

ldre

n

Mor

e Th

an 5

Tim

es

1 - 5

Tim

es

Not

At A

ll

Clos

e Fr

iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

36




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


36




142.

143.

144.

145.

146

147.

148.

149.

150.

37




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


37





Mar

ket G

roup

Lette

r

Unde

r $35

,000

$35,

000 -

$49,

999

$50,

000 -

$74,

999

$75,

000 -

$99,

999

Over

$100

,000

Unde

r 25 Y

ears

25 - 3

4

35 - 4

4

45 - 5

4

55 A

nd O

ver

With

in 5

Year

s +/-

Your

Age

Sing

le, N

o Ch

ildre

n

Sing

le, C

hild

ren

Mar

ried,

No

Child

ren

Mar

ried,

Chi

ldre

n

Mor

e Th

an 5

Tim

es

1 - 5

Tim

es

Not

At A

ll

Clos

e Fr

iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

38




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


38




152.

153.

154.

155.

156

157.

158.

159.

160.

39




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


39





Mar

ket G

roup

Lette

r

Unde

r $35

,000

$35,

000 -

$49,

999

$50,

000 -

$74,

999

$75,

000 -

$99,

999

Over

$100

,000

Unde

r 25 Y

ears

25 - 3

4

35 - 4

4

45 - 5

4

55 A

nd O

ver

With

in 5

Year

s +/-

Your

Age

Sing

le, N

o Ch

ildre

n

Sing

le, C

hild

ren

Mar

ried,

No

Child

ren

Mar

ried,

Chi

ldre

n

Mor

e Th

an 5

Tim

es

1 - 5

Tim

es

Not

At A

ll

Clos

e Fr

iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

40




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


40




162.

163.

164.

165.

166

167.

168.

169.

170.

41




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


41





Mar

ket G

roup

Lette

r

Unde

r $35

,000

$35,

000 -

$49,

999

$50,

000 -

$74,

999

$75,

000 -

$99,

999

Over

$100

,000

Unde

r 25 Y

ears

25 - 3

4

35 - 4

4

45 - 5

4

55 A

nd O

ver

With

in 5

Year

s +/-

Your

Age

Sing

le, N

o Ch

ildre

n

Sing

le, C

hild

ren

Mar

ried,

No

Child

ren

Mar

ried,

Chi

ldre

n

Mor

e Th

an 5

Tim

es

1 - 5

Tim

es

Not

At A

ll

Clos

e Fr

iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

42




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


42




172.

173.

174.

175.

176

177.

178.

179.

180.

43




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


43





Mar

ket G

roup

Lette

r

Unde

r $35

,000

$35,

000 -

$49,

999

$50,

000 -

$74,

999

$75,

000 -

$99,

999

Over

$100

,000

Unde

r 25 Y

ears

25 - 3

4

35 - 4

4

45 - 5

4

55 A

nd O

ver

With

in 5

Year

s +/-

Your

Age

Sing

le, N

o Ch

ildre

n

Sing

le, C

hild

ren

Mar

ried,

No

Child

ren

Mar

ried,

Chi

ldre

n

Mor

e Th

an 5

Tim

es

1 - 5

Tim

es

Not

At A

ll

Clos

e Fr

iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

44




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


44




182.

183.

184.

185.

186

187.

188.

189.

190.

45




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


45





Mar

ket G

roup

Lette

r

Unde

r $35

,000

$35,

000 -

$49,

999

$50,

000 -

$74,

999

$75,

000 -

$99,

999

Over

$100

,000

Unde

r 25 Y

ears

25 - 3

4

35 - 4

4

45 - 5

4

55 A

nd O

ver

With

in 5

Year

s +/-

Your

Age

Sing

le, N

o Ch

ildre

n

Sing

le, C

hild

ren

Mar

ried,

No

Child

ren

Mar

ried,

Chi

ldre

n

Mor

e Th

an 5

Tim

es

1 - 5

Tim

es

Not

At A

ll

Clos

e Fr

iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

46




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


46




192.

193.

194.

195.

196

197.

198.

199.

200.

47




A.b.C.


D.E.


F.G.h.


i. J.


K. l.


M. n.


o. P.


47





Mar

ket G

roup

Lette

r

Unde

r $35

,000

$35,

000 -

$49,

999

$50,

000 -

$74,

999

$75,

000 -

$99,

999

Over

$100

,000

Unde

r 25 Y

ears

25 - 3

4

35 - 4

4

45 - 5

4

55 A

nd O

ver

With

in 5

Year

s +/-

Your

Age

Sing

le, N

o Ch

ildre

n

Sing

le, C

hild

ren

Mar

ried,

No

Child

ren

Mar

ried,

Chi

ldre

n

Mor

e Th

an 5

Tim

es

1 - 5

Tim

es

Not

At A

ll

Clos

e Fr

iend

or R

elat

ive

Spea

king

Acq

uain

tanc

e

summary of Market Groups

Market Development Inventory

letter Assigned to Each Market Group A b C D E F G h i J K l M n o P total

number of names listed in Each Market Group

yearly income

Under $35,000

$35,000 - 49,999

$50,000 - 74,999

$75,000 - 99,999

Over $100,000

Age

Under 25 Years

25 – 34

35 – 44

45 – 54

55 And Over

Within 5 Years +/- Your Age

Family status

Single, No Children

Single & Children

Married, No Children

Married & Children

how often spoken to in last year

More Than 5 Times

1 – 5 Times

Not At All

how well Known

Close Friend or Relative

Speaking Acquaintance

Name: _______________________________________________________________________

Agency: ______________________________________________________________________

Date: ________________________________________________________________________

RC1026 713 CRN201507-173611

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Documents

Market Development Inventory/Project 200 · 3) y our guide to the Market Development inventory/Project 200 Form Completing this form is very important. You will use this information