How often do you engage with clients? In the wealth management side of the financial services profession, a financial advisor might have less than 100 clients. On the insurance side, you might have many more. Regardless of the number, the holiday season is a great time to engage with clients.
While we have different holidays worldwide, certain holidays transcend religion or national norms. For example, New Year’s might vary based on the calendar, but the transition from the old year to the new is a cause for celebration.
- Sending greeting cards. Sending holiday cards is an enduring tradition. Try to get yours out early. Clients often remember whose card they got first. They will also remember who did not send cards. Make it as personal as possible. Handwrite their name on the inside greeting, and ask the entire team to sign the card. Clients often display their cards.
- Who has a birthday close to a holiday? Stand out from others by not giving them a combined holiday and birthday card or gift. Acknowledge each one separately.
- The gift of a calendar. Younger people might think no one uses paper calendars; however, you have a clientele spanning a wide age range. Also, younger people may appreciate a calendar that allows for visual time blocking for their team or family to see. Your company might produce a range of logoed calendars. Ideally, they can be personalized with your name and contact info and include key dates such as tax filing deadlines.
- Set the date for your annual review. Your clients should hear from you at least once a year. In an ideal world, they all get a review in the first quarter. When you think about the 80/20 rule (80% of your business comes from 20% of your clients), you realize these should be among the first to get reviews. Get in touch now to schedule January reviews. Then both you and your clients can hit the ground running in the new year.
- Do you schedule an office open house day? Is your office located downtown or in the central business district? Schedule a weekend day when clients can interrupt their holiday shopping to stop by for tea, coffee or hot chocolate. Maybe you could have small gifts for their children.
- Do you give gifts? In some parts of the world, regulatory agencies put strict limits on the cost of gifts, so they aren’t considered rebates. Consider smaller gifts such as coffee mugs with your logo and contact information to keep your name in front of clients.
- Everyone should get a call. This might be a team project. In addition to sending cards to all and gifts to some, phone calls are good too. There should be a sincere, human outreach to connect 1:1 with everyone. Some older clients might be lonely. You can tell a lot from their tone of voice. You may want to invite them to a holiday party you’re having. This may also be a time to learn more about what’s new in their family, such as a new grandchild. People appreciate your efforts to connect and personalize the relationship.
The holidays and the end of the year are ideal times to connect (and reconnect) with clients.
Bryce Sanders is president of Perceptive Business Solutions. His book, “Captivating the Wealthy Investor,” is available on Amazon.
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