How My Marketing May Have Lost Me A Client

I was sitting in the owner’s lavish office observing through floor to ceiling windows everthing that was going on in the busy throughfare outside. It was a birds eye view of the human comedy that preformed daily in the street.

Brooks and I had opened our wealth management firm, IDS (Investors Data Systems) with just 2 employees — Brooks and I.

An additional pair of hopeful wealth managers were placed in the training class of Ronson &Co. as part of a settlement in an acrimonious legal battle with Ronson over ownership of clients Brooks and I acquired while working there.

They were the largest financial service firm in Philadelphia and didn’t view us as big enough to be rivals. They consented to the reciprocal agreement.

We also had a receptionist in our modest office.

IDS had a number of smaller clients but to establish real credibility for our new firm in the Philadelphia financial community, we felt a big client was needed. An individual that was part of the Main Line establishment. One the we can say: The CEO of Girard & Co* invests with us, you should too.

This man siting in front of me now was — him. If I was able to, somehow, someway get Mr Girard IV to make a positive decision on my proposal, our fledglings firm would have gone a long way of confirming its legitimacy.

As I reviewed my recommendations, I noticed my potential client’s eyes not fixed on my mountain charts, or my bar charts, or my pie charts, or my lifestyle calculator , or my researched of financial solutions for someone who is him. Someone who pulls down over $5,000,000 a year.

No — his eyes were fixed on a spot just above my shoulder.

Oh fuck!

Now why would Mr. Girard IV say that?

When Brooks and I conceived the idea of our own wealth management firm we were working for Ronson & Co. Last year; in the settlement for breaking our contracts, we were restricted from taking any of the clients we’d made at Ronson & Co. to our new firm IDS. The whole thing was real mess. Litigation and everything. The divorce was now settled but the seperation was not without its custody battles.

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