Selling 401(k) Plans to Your Business Owner Clients
As a financial advisor, you maintain a laser focus on helping your clients build and grow wealth.
Offering your clients an outsourced retirement plan through a trusted 401(k) provider can help you avoid taking on new work and additional risk while maximizing your client’s 401(k) contributions, reducing their tax liability and taking advantage of the SECURE Act business tax credits.
But how can you get busy clients to pay attention to one more thing?
A comprehensive email campaign can be your key to opening those doors. And we don’t mean just one email – below, we’re giving you a series of emails that follow one another with thoughtful questions, valuable answers, and compelling calls to action. This is what gets your clients to take a look. Use these templates and personalize them for your own book of business.
- Email 1: High-level introduction. Why are you reaching out to them?
Hi [First Name],
I’m pleased to let you know that I am now able to offer retirement plans for small businesses like yours. Now it’s easy to give your employees the retirement plan options they want without the cost, risk, and administrative burden of a traditional 401(k).
Improve employee satisfaction, retention, and recruitment while helping your team save for the future.
I’d love to set up a brief call to share how a 401(k) plan can help your small business. [Insert your contact info here.]
- Email 2: Expand on value & differentiate
Hey [First Name]!
In my work as an advisor, I specialize in [list 1–2 differentiators here. Be specific and concise – the goal is no more than two brief sentences.]
However, I am adding a new offering that is specially designed for small businesses like yours: a small business 401(k) plan through Ubiquity Retirement + Savings®. They have helped thousands of small business owners and employees save over $3 billion over the past 20 years.
Did you know that you can use tax credits to fund the program? I’d like to show you how that works. Just click my calendar to schedule some time that’s convenient for you. [link to your calendar].
- Email 3: Reminder
Hi [First Name],
I’ll keep this brief. I know your small business could benefit from offering a retirement plan. When you set this up, the tax credits alone may pay for the program.
And as a small business owner, you can put away up to $61,000 for your own retirement this year (or $67,500 if you are age 50 or older).
Want to hear more? Just hit “reply” and let me know.
- Email 4: Offer Personalized Support
Hi [First Name],
I’ve partnered with Ubiquity Retirement + Savings® to bring retirement options to small business owners like you.
Ubiquity’s experienced sales team provides one-on-one, personalized coaching. We walk through the process with you, unraveling complexities and delivering advice based on best practices, for a customized, turnkey retirement plan that meets your goals and saves you time.
Are you interested in a brief conversation about your plan? About 20 minutes will do it – just grab some time when it’s convenient for you: [link to your calendar]
- Email 5: Final outreach/Meeting request
Hi [First Name], I know you’re busy.
I’d like to show you how you can retain and reward your employees while qualifying for small business tax credits with an affordable retirement plan.
Can we connect for 20 minutes? [link to your calendar]
Finalize and Scale
Once you have personalized and perfected the emails to your satisfaction, you can start sending them to your clients in batches. Start small, in groups of perhaps 10, so you can get a sense of response volume.
Be mindful of timing. Some periods will naturally be busier than others, such as tax season, so you don’t want to waste an opportunity by reaching out when your clients won’t have time.