As a financial advisor, it’s important to keep a grounded perspective and to not only view your clients as a business transaction or a meeting on your calendar.
They are people you’re building relationships with and will continue to see for years to come (if you do your job well).
Sometimes it’s hard to get perspective when you’re deep in the trenches, in our minds, our clients need our services, and if we do our jobs then there’s no reason to go elsewhere, right?
That’s the wrong mentality, and if that’s how you think, you’ll start to see your previous clients, slowly disappear because they’re being wooed by other advisors who go above and beyond and build deeper rapport and trust.
When you gain a new client, you’ve already passed a major barrier, but the wooing doesn’t stop there.
Think about when it comes to any product or service you pay for; when money comes out of your account, you notice and need to reassure yourself that it’s worth it.
Same goes for your clients, every time they meet with you and spend their time and money on your advice, they ask themselves whether your services are worth it or not.
It’s your job to make sure every interaction reassures them that you have their best interest in mind, and you’re the best advisor for them.
You can do that by educating them, helping them see their blind spots, and connecting them with other professionals to aid in their goals.
When you think about it, your relationship with your client is like a partnership, where you’re both working together towards one mission, to help them reach their goals, and feel secure. Achieving that doesn’t happen with a cookie cutter process. You have to be invested, and if you’re not, your clients will sense it.
That’s why you need to continually challenge yourself to do more to ensure your clients are taken care of now and in the future.
If that’s not enough to inspire you to kick it up a notch, keep in mind that word of mouth can be a real business driver. It is for me. Personally, nearly 50% of my business comes from referrals; and it’s not by accident, I continually underpromise and overdeliver for my clients, and if you go above and beyond for yours, the word will spread.
Here are a few more examples of what going above and beyond looks like:
1. Calling your clients even when you do not have something to sell.
This will make them far more receptive to you when you do have something to sell.
2. Sending cards
Making small gestures like sending clients cards for special occasions will make you stand out.
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3. Support their causes
Show up to their events if you can. There’s nothing more powerful than face to face interaction, especially outside of a professional environment, it helps them see that you’re a real person. If they have a charity they are passionate about, contribute to those causes.
If you do these small things, I promise your business will have a low churn rate, and you’ll consistently have a stream of new clients through word of mouth.
It’s not a strategy with a quick return, but it’s worth it in the long run.
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