Principal Financial Group is offering additional 401(k) marketing resources for financial advisers, including advice on: creating an effective sales and service process, developing a value proposition that clearly illustrates the adviser's value to clients, building an adviser presentation, benchmarking a prospect's 401(k) program, using an RFP system and creating investment policy and employee education policy statements.

They will be offered exclusively to key distribution partners at wirehouses and independent broker/dealers through Principal's directors of business development (DBDs), who help advisers in third-party channels grow their business.

"We have received excellent feedback from the adviser community on the support and resources provided through DBDs. There is really no other role like it in the industry today," said Dan McGee, Principal's vice president and national sales director for business development. "This success spurred us to more than double the number of DBDs from eight to 17 nationwide. We're also expanding the package of solutions brought to advisers from corporate retirement plans to include retail mutual funds, retirement income solutions and annuities."

The DBD role offers a "unique ability to create the most appropriate solutions for clients," according to Lisa G. Kottler, vice president of retirement services at National Financial Partners. "With fiduciary issues still a major concern for retirement plan sponsors, our network of independent advisers is focused on providing a process' solution rather than a product' solution. Principal has greatly enhanced our ability to accomplish this objective."

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