Virtual master class - DATE: TBD
Welcome to The Ric Lager Master class
From technical analysis to presentations. Messaging to LinkedIn® campaigns. This Master Class will guide you through bringing leads in the door to build your own 401(k) advice business.


About this master class
Market volatility is on the rise...
A recession is coming. Of course, it’s always coming isn’t it? You must be there for your clients and their co-workers to help them manage what is likely their biggest investment asset.
How do you provide that advice, while getting paid for it?
In the past, you might have stayed away from this type of business due to one or more of these three questions:
- How do you get this compliance approved?
- How do you provide the value needed to make clients comfortable with the billing?
- How do you work out billing, since none of us wants to be a bill collector?
About this master class
We have the answers.
In this Master Class, we will answer each of these questions thoroughly, but here’s a sample:
- We have all the documentation and scripting needed to get this approved through any compliance office that allows management of held-away assets.
- We will help you further establish or better communicate your investment management value. The average investor will set their holdings and forget it. That can work for the very long-term, but not within the retirement red-zone. Those investors who try to tactically manage it themselves, unfortunately, prove time and time again they under-perform the basic index.
- We will provide some recommendations for outsourcing this or how to work with your back office to get this done for you.


About this master class
What makes this master class so Unique?
Ric has spent years digging deep to find all the resources and experts to teach him. He has mastered each phase of developing an individual 401(k) advice business.
Unlike other programs where they might give you the theories or even broad steps, Ric will be giving you everything you need. From scripts to profile wording. From connection requests to compliance documents. Ric has it all ready for you to re-write and get this business in place for you.
Join The Ric Lager Masterclass Today!
meet Your Guide
Who is Ric Lager?
Ric Lager is president of Lager & Company, Inc., a Registered Investment Advisory in Golden Valley, Minnesota.
For the last twenty-one years Lager & Company, Inc. has specialized in advising retirement plan participants to help preserve the value of their retirement plan in the early stages of a stock market decline; then invest in the right kinds of stocks, mutual funds, and ETF’s when the stock markets move back up.
Ric Lager successfully completed the ACCREDITED INVESTMENT FIDUCIARY™ Program at the Center for Fiduciary Studies, a nationally recognized training organization for fiduciaries. AIF™ Program graduates are specially trained in investment fiduciary responsibility and portfolio management.
Ric Lager has been a past instructor at the Dorsey Wright Global Online University, teaching financial advisors how to build and manage a retirement plan investment advice business. Ric was also a featured presenter at several Dorsey Wright Advanced Broker and 401(k) Advice Institutes.
Ric Lager was part of the originial “No More Pies” seminar for investment professionals.
part i.
CREATING VALUE IN 401(k) ADVICE
You can’t just jump into this space and dominate. It takes expertise in your craft and expertise in how 401(k) management works.
RULES OF TACTICAL INVESTMENT MANAGEMENT
You can manage the 401(k) holdings in whatever tactical method you currently follow, but you must have rules. You must stick to those rules. You must have a clear method for tracking when changes to each potential holding is needed.
RESOURCES FOR LEARNING
If you are going to talk the talk that Ric does, you will need to walk the walk. Ric will show you all the resources he uses and has used to get to his level of expertise.
UNDERSTANDING THE IN’S AND OUT’S 401(k) MANAGEMENT
It’s all about compliance, compliance and compliance. How do you present it to them? How do you get it approved? How do you coordinate billing, etc.?
WHAT TO EXPECT IN WORKFLOW
How much time does it take and when should you focus on managing the investment positions? With a team, who should be doing what to maximize the advisor’s time in rainmaking and investment decisions?
part ii.
Communicating Your Value
The value you created in the previous step will be completely pointless if no one hears about it.
What is the message?
What is the messaging that resonates with investors? You need to clearly and concisely communicate why they would now pay for your advice on their 401(k).
Resources for Learning
What channels to use and how to use them. Your entire goal here is to build up your expert brand. You are the go-to person in your area for 401(k) advice. Ric will show you how and where to communicate that brand.
Everything Linkedin
While we touch on it in previous steps, LinkedIn has many tools and tricks you probably don’t use or even know about. Ric has spent thousands of hours learning from the best on how to use those tools and tricks to his advantage.
part iii.
Finding Leads
You are armed and ready to go. Now we gather the audience to hear your pitch. Ric has found some unique tools to help you find, conduct due diligence, and convert leads to appointments.
Find the Money Campaign
You start with clients. This launches your push in growing this business by starting with clients.
List Sources
We will share multiple company and prospect database search tools. We will have a very special guest who is Ric’s expert on list sourcing. Our guest will show you step by step developing a clear list of exactly who you want. He will walk through the tools he’s developed. These are for telephone, mail, email, text, and video prospecting campaigns. You will be amazed at the sophistication of these tools.
Getting them in the Door
It’s all about your message and the offer. Ric will give you the wording and messages that work to get people to set an appointment.
Referrals and Introductions
All the cool tools Ric will show you previously will get you in the door at the various companies. Now you need to get that relationship to refer you to others at their same company. That is how you create scale in running this business.
part iv
Closing Leads
There are unique obstacles to overcome in your presentation to provide 401(k) advice. While there will be many similar points, you need to master the presentation that will result in a new client.
Cost of the Problem
Ric has perfected a presentation called, “The Cost of the Problem.” The power of it will extend into your other sales cycle presentations.
Setting Expectations
All of our client relationships have to understand what they are getting on their 401(k)-advice subscription. Ric will outline what you should provide as part of that.
part v
Ongoing Management
This section will provide the answers to the biggest reasons so many advisors don’t get into the 401(k)-advice arena.
Billing and Communication Agreements
In this section Ric will explain how to do the billing. What methods are used and put you at ease with the idea of charging a client directly for advice. He will also give you the communication strategies to keep the client more than happy with their advice subscription.
Ongoing Communication
Let’s be honest, most of this is following Bill Good’s long-standing advice on client marketing. We will go over it with you to show how you can best get all that marketing done for those on your subscription.
Watching the Investments
While each of you will have your own way, Ric will show you the charts and methods he uses to both protect his clients while participating in the up markets as much as possible.

How this Master class works
exclusive monthly calls
We’ll get you launched right out of the gate with enough information and a campaign to begin advising on your clients currently held 401(k) plans. In our initial three hour course we will give you what you need to get an initial return on your class investment.
From there, we will work together each month in live, monthly webinars. In these webinars we will drill down on each aspect of your 401(k) business. You will leave each webinar as an expert on that topic.
Of course, we won’t just leave you hanging out there until our monthly webinar. We have opened a private messaging channel for this course. Ric, along with our team here at Bill Good Marketing, will be available to answer your questions at any time.
Do not buy this Master Class...
Invest in it.
This 3-hour course will not only get you fired up about getting your 401(k)-advice business going, but we’ll even help you take the first steps.
We will provide a step-by-step guide for client and prospect 401(k) advice marketing, development, and maintenance of this niche investment advisory business.
Once you have the foundation, we’ll get you started on the client 401(k) Find the Money Campaign. This will help you expand your client relationships to include 401(k) advice for your client household’s current and past 401(k)s.
Over the full year, you will get everything Ric spent years gathering and learning to run a successful 401(k) advice business. This will include all the client and prospect marketing materials, resource links, and supporting presentation slides.
We will take all that information and break it down into monthly calls. You will leave these hour-long calls with a mastery of the knowledge and tools to fully implement this niche business.
Ric Lager Master Class
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Access to an exclusive 3-hour long training course
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Virtual Monthly Training Sessions through the end of 2023
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Access to Ric's Private Collection of 401(k) Sales Documents
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Direct access to Ric, BGM Staff, and other classmates via an exclusive chat software (Slack)
Faq's about the Class
Frequently Asked Questions
From time to time we get questions about our classes. Feel free to check out these Frequently Asked Questions about the Ric Lager Master Class in particular.
If you have any additional questions feel free to contact our team at 888-495-7303 and we will be happy to clear up any additional questions!
Yes, this class will start with one 3-hour long kickoff session held via Zoom®, followed by a 1-hour monthly call spanning throughout the year of 2023
Yes! All of these sessions will be recorded and posted to the BGM Client Portal for Masterclass enrollees.
Upon purchasing a seat for the Ric Lager Masterclass, you will gain access to the following:
- Exclusive Slack Channel to chat with other classmates and message Ric directly with questions
- Ric's special sales and prospecting materials
- Recordings of all future sessions of the Ric Lager Masterclass
- One 3-hour long kick off session
- Ten 1-hour long monthly mastermind calls
Ric would suggest finding the answers to these questions to know for sure:
- Does your broker-dealer have policies and procedures in place for managing client assets "held-away" from your firm's custodian?
- Does your firm have an agreement with Pontera?
- Can you charge a flat "financial planning fee" for client assets "held-away?"
- Does your broker-dealer have a clearing arrangement with Schwab, Fidelity, Empower, Vanguard, or any of the large retirement plan providers?
- Can you gain custodian platform access to those firms
If the answer is yes to any of these, You should be able to do it.
One of the monthly courses will specifically go over how to manage the investments. In that call we will discuss using Dorsey Wright tools as an example of that management. We will give some ideas of rules you could use. If you are struggling with setting your own investment rules, or if you find the need to create rules based on what you were doing through another provider but now want to bring it in-house, Ric and Matt would be happy to discuss it further in our Masterclass exclusive messenger channel or even schedule a one-on-one meeting.
Any non-advisor team members can and are encouraged, to join you on the monthly webinars. You will be given one login for the Masterclass website. Any advisor partners or even advisor team members will need to purchase a separate ticket.
While they will be on all of the webinars, some of the classes will include some very special guests who are experts in the topic we will be discussing that month. This means you are getting direct access to some of the experts Ric has leaned on for years to build out this business.