In a perfect world, whenever a client has a question or problem that involves money, you want to be the first call they make. How do you stay on their radar to make that happen?
This is not about the follow-up after a sales presentation looking to close. This is keeping your name top of mind throughout the year, and there are several ways you can do this with a gentle touch.
- Greeting cards. Birthday cards and anniversary cards are appreciated, but also try for holidays that are less typical for sending cards. Most of us get very little physical or paper mail beyond bills and ads. Personal mail is a novelty. They will often put the card on display for all to see.
- Something with your logo that they will use. This depends on their lifestyle. It could be a pair of logoed mugs for the coffee lover, luggage tags for the frequent traveler or a desk calendar for the friend who still writes things down. They see the firm’s logo on a regular basis and think of you.
- Weekly email about the stock market. At the end of every week, send a short email explaining what the stock market did and why. It includes a little bit of general advice too. It is short, maybe five lines long. (Compliance needs to OK this approach.) People want easy-to-understand explanations of things that confuse them and will view your clarity as expertise.
- Winning a local business competition. Your local weekly newspaper might give out readers’ choice awards. Get your firm and office nominated, and rally your friends and clients to vote. Hang a big banner across your office front door when you win, and let your clients know as well.
- Local Sunday bulletin ad. If you attend weekend services at your religious institution, they usually distribute a weekly bulletin with a page or two of business-card ads at the back. People see your name every weekend, even if they toss the bulletin.
- Periodic review meetings. This could be an annual meeting to review their financial plan, a wealth report or a retirement plan review to ensure they’re on track with their goals. Your client sees you are concerned with every aspect of their financial life.
- Monthly review calls. This might tie in to those review meetings. Your call might anticipate problems or questions, such as “Do you have everything you need to get your taxes filed?” or “The stock market has been volatile. Let’s check in on how you are doing.” Your client feels you are genuinely interested in helping them manage their finances. You are anticipating problems.
- Invitations to events. It might be a seminar or a client appreciation event where you ask them to bring a friend. Your client feels they are getting something extra.
- Post social media content. Whether they read it or just skim it, they’re still seeing your name on a regular basis. You stay top of mind every day they go online.
These are just a few ways to stay on the client’s radar without coming across as wanting anything from clients except to give back to them.
Bryce Sanders is president of Perceptive Business Solutions Inc. His book, “Captivating the Wealthy Investor,” is available on Amazon.
For more ideas about connecting better with prospects and clients, try these MDRT member-exclusive ideas:
