Long-term client relationships are often the foundation of a fulfilling and successful practice for financial advisors. Yet, building those relationships takes skill and care. Researchers found that relationships go the distance when seven steps are followed:
- Create shared meaning. Align with your client’s reason why they’re interested in doing this.
- Help life dreams come true. Know their goals, not just their needs. Know what they want and what they’re trying to achieve and help them get there.
- Manage conflict. Don’t avoid tough conversations. Lean into them to show you’re willing to talk through it.
- Keep a positive perspective. Stay optimistic, even when the market shifts and the world is uncertain.
- Turn toward, not away. Pick up your phone when they call. Care about them. Find out what they’re going through.
- Share admiration or appreciation. Celebrate their milestones and connect with them.
- Build future maps together. Help them dream and expand what’s possible in their life and then help them protect it with insurance. You’re not just building policies; you’re building partnerships for life.
A metaphor to think about is this: If you have one apple, it will feed you for a moment, but not a lifetime. Or you can plant seeds that you care for and nurture. You can show up when it matters most. You can continually lean into the relationship, which will build an orchard, and an orchard will feed families for generations.
A question to think about is whether you are more focused on having a single apple, a quick win, a quick transaction, or if you are focused on building orchards that will feed not only yourself, but your family for many generations to come. Which one you decide to focus on is your choice.
Jairek Robbins is a training and performance coach. This was excerpted from his 2025 MDRT Global Conference presentation, “7 steps and 4 pillars to drive trusting relationships and build loyalty for life.” (MDRT member-exclusive content)
