From leads to loyalty: 3 strategies for connecting with clients

Connecting with clients and prospects is crucial for finding and keeping clients. Try these ideas from MDRT members to communicate with clients and build critical professional relationships.

Financial pyramid
When I meet with younger clients, I draw a pyramid on my yellow sheet of paper (I know, I am old school) and explain, “This is your financial pyramid.” I then break the pyramid into three sections: 

1. The base, which I label “Risk of catastrophic event” (death, disability or extended care event)
2. The middle section, which I label “Short-term savings, long-term investing and debt repayment”
3. And the top section, which I label “college savings”

Then I go back to the base of the pyramid and explain, “You need to set the foundation of your pyramid. You can have a great investment plan, no debt, an emergency fund set up and a college funding plan in place for your children, but if a spouse dies prematurely or becomes disabled, the plan is in ruins. Your greatest asset to your family is your ability to generate income. What if that ended today? Let’s get the foundation set today, and then we can discuss the other sections of the pyramid.”

—Joseph Spinelli III, CLU, LUTCF, Tallahassee, Florida, USA, 14-year MDRT member

Social media and marketing
In today’s digital age, social media is a powerful tool for financial advisors to connect with our target audience, showcase expertise and build a brand presence. Consider investing in paid social media advertising to expand your reach. Targeted ads can help you connect with potential clients who match your ideal client profile.

—Carla Brown, FPFS, CFP, Cuddington, England, UK, seven-year MDRT member

Be genuine
The essence of marketing is that you make the client feel that they are important to your success, that their contribution is priceless. So, give them credit. A little gratitude never hurt anyone. The gratitude that you offer goes a long way, and you become genuine in their eyes.

—Sunil Nandlal Hassija, Ulhasnagar, India, eight-year MDRT member

This was excerpted from “Be genuine and sell yourself first: 12 tactics for connecting during client meetings and prepping to engage with prospects and clients,” in the July/August 2024 Round the Table.