401(k) Specialist Issue 2 - 2019 - 18

401(k) ADVISOR VOICE
3 Leadership Qualities
Essential for 401(k)
Advisor Success
By Ross Marino
GOTTA LOVE Jeff Cullen's proverbial kick in
the pants, something 401(k) advisors all too
often forget.
" Quit 'getting ready,' " he pointedly (and
emphatically) states. " Perfect is the enemy
of good. People buy you. No one cares
about whether your marketing materials are
perfect. "
Amen.
Cullen, managing partner and managing
director of the Great Lakes region of Strategic
Retirement Partners, counts empathy
as one of his greatest strengths, a valuable
commodity in a business populated with
stressed-out employees wondering if they'll
ever have enough to retire.
" As the fourth generation of a family business,
I understand the way owners think and
care about their people. I started working
in the eighth grade-at the very bottom of
the ladder-and understood physical labor
at an early age, and how workers value a
profit-sharing plan. "
One early stumble, however, is something
he sees other advisors commonly make.
" Charge what you're worth. I had to blow
up my business six years in because my
margins were too low. My business would
be triple its current size if I would have
priced my services appropriately and simply
acted, rather than waiting for everything
to be just right. "
Cullen also hypes the value of a " selfscout, "
which means identifying and
addressing your own strengths and weaknesses.
For areas where advisors fall short,
" hire people better than you, empower them
and stay out of their way. And do it as fast as
you can, because it's the only way you can
achieve sustainable growth. "
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ISSUE 2 2019 | 401kSpecialist.com
401(k) planning behemoth Strategic
Retirement Partners (for those that don't
know) has 15 offices across the country and
is expanding rapidly. Managing director Lisa
Petronio was also 401(k) Specialist's Top Advisor
by Participant Outcomes in June 2017.
SRP features a " robust " cloud environment
designed for a decentralized workforce,
which Cullen says is essential for
growth. It's designed to be collaborative,
scalable, and something continually improved
upon based on user feedback.
" If you combine those things with an integrated
CRM, you're off and running. These
systems manage workflows, processes, and
your prospect pipeline. In order to scale
quickly and efficiently, systems like this must
be at the heart of your business. "
Enter Cullen's eclectic office and you'll see
everything from works of art to guitars and
Pearl Jam memorabilia (we like this guy).
Music, in fact, is one way he unwinds.
" I play guitar and write songs. I like
listening to music and having a beer with my
wife. I play basketball or soccer with my kids.
That's a pretty great weekend there. "
He counts Principles by Ray Dalio as
" hands down the most important book I've
read " in helping him professionally and or
personally.
" For me, it crystallized much of what I
thought I knew, but didn't know how to
articulate, and then filled in a huge swath of
holes that I didn't know. We've incorporated
many of the teachings into how we run SRP. "
The firm's events are educationally
focused, and beginning last year it produced
events that benefit local charities, as well.
" We've had charitable giving goals within
our group for a while but chose to keep
JEFF CULLEN
" ... hire people better than you,
empower them and stay out of
their way. "
that private. We're getting better at sharing
that internally and externally. People like
to do business with others that give back. I
certainly do. "
So how does he stay focused and organized?
" I've
got this wonderful team of people
that free me up to be very strategic with my
time, for which I'm thankful. They pull me in
on tactical items only when they need help.
With that said, my dual role within SRP still
has me drinking from a fire hose at times.
I've recently brought in an executive-in-training
to help clear my plate, while at the same
time gaining great insight into the overall
organization, so that he can evolve into a
management role as we grow. "
And what three leadership qualities
and skill sets does he feel are essential for
advisors?
" Humility, honesty, and transparency.
With those values and a good work ethic,
you can do just about anything. "
Ross Marino, CFP, CPFA, CeFT, contributing editor
to 401(k) Specialist, is the founder and CEO of
401(k) Rekon | Excel 401(k). He can be reached at
rmarino@rekonintel.com.
http://www.401kSpecialist.com
401(k) Specialist Issue 2 - 2019

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