Of the more than 200 people in the workshop, 77 percent said that they spent up to 10 percent of their time on cold calling — but over half of attendees said focusing on the centers of influence actually resulted in the most business.

NASHVILLE – Of the time you dedicate toward marketing, what percentage of that is focused on cold calling? On centers of influence? On referrals?

Panelists at a NAPA 401(k) Summit workshop on “selling without selling” polled the audience. Attendees responded in real time by sending text messages with their answer.

• Of the more than 200 people in the workshop, 77 percent answered that they spent up to 10 percent of their time on cold calling.
• A quarter of the attendees in the room said they spent 50 percent to 75 percent of their marketing time focusing on centers of influence.
• And a quarter of the room said they spent about a quarter of their marketing time focusing on getting a client referral.

Which option resulted in the most new business? Over half of attendees said focusing on the centers of influence did.

For the panelists —  Austin Gwilliam  of GRP Financial, Grant Arends of intellicents, Kristi Baker of CSI Advisory Services, and Dori Drayton of Plante Moran Financial Advisors – it was centers of influence as well.