Sample Executive Summary
Sample Executive Summary
Jones Williams’ stock brokerage clientele has remained static over the last few
years. At Jones Williams, aggressive recruiting techniques have been viewed in the past
as being unprofessional, and new clients have been obtained solely through referrals by
other clients. Since two young aggressive brokers have joined the firm, it is now a good
idea to implement recruiting programs to increase the client base. Sonoma Consultants
has identified the problem, defined the objective, investigated alternatives, and identified
the best solution to recruit new clients.
The problem is how to obtain new clients, and the objective is to increase the
broker commissions by increasing the client base. After reviewing the alternatives and
studying the market and successful recruiting techniques of other companies, Sonoma
representatives discovered that there are three choices for recruiting that could be
successful in bringing in new clients:
1. Free investment courses to individuals
2. Advertising in national and local publications
3. Informational services through large companies
The first two options were rejected for the following reasons:
• Providing free investment courses to individual investors could, in fact,
increase the client base. However, the investor with a small salary and
small percentage of income to invest would not do much to increase
broker commissions. The goal is to increase the number of commissions,
so the most appropriate scenario would be to attract large-scale investors.
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