CLIENT SERVICE
| Print this Article |
|
If Clients Only Knew What You Do Behind the Scenes: How to Stay Visible Between Meetings
ByDerrick Kinney
Here’s a problem many advisors fail to see: Clients expect to meet with you when it’s scheduled but they have no idea what you’re doing behind the scenes in between. They probably imagine you sitting in your office wistfully surfing the internet or perfecting your coffee art. In reality, you’re doing the heavy lifting to protect their financial future. Unfortunately, their lack of visibility into your day-to-day could lead to unnecessary worry—especially with 24/7 business news at their fingertips.
That’s why hearing from you between regularly scheduled visits is crucial. You know the drill: other financial advisors would love to woo your clients away. If clients aren’t hearing from you, they might start wondering if their money is getting the attention it deserves. Cue another advisor who gives them a little more love, and suddenly your long-term relationship is in jeopardy.
Of course, we know you’re not just working for them during meetings but perception is reality. If your clients think you’re only busy when they’re in your office or on Zoom, it’s time to shake things up. Let’s get into how you can stay top of mind and ensure your clients don’t get a wandering eye.
Schedule Spontaneous Touchpoints
Here’s a big opportunity: schedule spontaneity. Yes, it sounds like an oxymoron but it works. For your top clients, carve out time for a quick, unexpected check-in. Call it a “touch base” call.
It doesn’t need to be complex: “Hey, just thinking about you and want to check in.” It’s that simple. The fact that you’re reaching out unexpectedly shows clients you’re actively managing their money, not just when the quarterly meeting rolls around.
Keep track of milestone birthdays, life events such as retirement looming on the horizon, and so forth. Call or send a note to say you’d like to take the client out for lunch to celebrate. Bring a small but tasteful gift such as a nice box of gourmet chocolates and a card. Talk about vacations, family, and community interests more than you do business. At the end of lunch, express your appreciation for them and the warm and wonderful relationship you share. Make sure your celebratory greeting card contains three of your business cards.
Email Value, Not Just Updates
Next, email your clients relevant value. Skip the cookie-cutter market updates and focus on something that speaks to their situation. Did today’s economic news throw a curveball? Tell them what it means for them: “Hey, I just saw today’s update on interest rates, and here’s what it could mean for your portfolio. Let me know if you want to chat about this further.”
Clients love feeling like they’re getting exclusive insight—like a VIP with behind-the-scenes access. By sending these value-packed emails, you’ll be the trusted voice in their inbox, not just another newsletter to ignore.
Follow Up on Conversations
This is where you can make a memorable impact. Revisit key points from your last visit together and follow up on any specific topics you discussed.
It’s simple to say something like, “Remember that goal we mapped out (or the plan we outlined together)? I just want to be in touch with an update and some good news.”
Reach out with an update on the progress since that last conversation and share why things are moving in the right direction. Following through like this reinforces that you’re thinking about their unique needs and makes them feel like you’re always working in their best interest.
Share Articles They’ll Actually Want to Read
Clients are bombarded with content daily, so if you send them an article, ensure it’s worth their time. Maybe you came across something on tax strategies or estate planning—or perhaps raising money-smart kids or living abroad if you know they are looking at that. Send it along with a personal note that shows you had them in mind: “Thought you might find this article interesting—seems right up your alley!”
Sharing articles like this lets clients know you’re always looking out for them, not just managing their portfolio in the background like some invisible wizard.
Build a “Moat” Around Your Business
Let’s be real—this isn’t just about making clients feel warm and fuzzy (though that’s a nice bonus). It’s about protecting your business. Think of it like the old days when castles had moats to keep out the marauders.
These frequent, personal touchpoints build a modern-day moat around your client relationships. The more you stay connected, the less likely competitors are to sneak in and steal your clients away. Plus, happy clients talk. They’ll tell their friends, “You’ve got to meet my advisor—they’re always on top of things!”
Final Thoughts
Your clients need to know you’re working hard for them—even when they don’t see it. In today’s world of constant financial noise, staying visible between meetings is a must. A few spontaneous calls, special invitations for lunch or to attend affinity events, value-packed emails, thoughtful follow-ups, and relevant articles will keep you top-of-mind and protect your relationships.
The key? Don’t just show up when it’s time for periodic scheduled reviews—be there when they least expect it, and they’ll see you as the trusted advisor they never want to lose.
Derrick Kinney is a bestselling book author, podcast host, and financial advisor, known to many as the advisor to advisors. He is a sought-after keynote speaker on how to attract more high-net-worth clients to grow advisory business. Learn more at SuccessforAdvisors.com.
image credit: Adobe Stock Images
