Ahhh, the joys of Autumn!
So much of the financial industry is transaction-based. We use ATM’s, we shop and bank online and with the emergence of fintech companies, clients can get investment advice with the click of a mouse. The fact that a human Advisor instead of a computer is initiating the transactions is not enough to build loyalty.
But the good news is that in spite of all this technology, we all long for connection. You can be head and shoulders above the crowd in the eyes of your clients by consistently providing a personal touch. Don’t for a second allow yourself to believe that this is trivial or of minimal importance to the success of your business. In fact, it is the opposite.
When a client feels emotionally connected to you and your team, they are far more likely to stay with you through a downturn in the markets, to forgive an error you’ve made or to ignore the overtures of other Advisors looking to lure them away. And since you know just how much effort goes into winning a great new client for your business, it quickly becomes obvious that building emotional connection should be an integral part of your business planning process.
Thinking seasonally is a great way to start. First, decide how you want your clients to feel when they think about coming in for a meeting or opening your newsletter. Does it feel like fun or like a drag? We are all children at heart. What happy memories of each season do you have that are universal and that you could bring to your clients?
A couple of examples:
- We’re well into Autumn. As the weather turns cool and the leaves change, you can invoke a comfortable, cozy feeling in your meetings by adding hot apple cider to your in-office menu. Buy a packet of cinnamon sticks to last the season so you can add one to each mug. Have a plate of ginger cookies on your desk. In your seasonal newsletter, share a favourite fall story from your own childhood and include some pictures when you can.
- Sit with your team and plan ahead on your calendar for these seasonal touches. We are all at our best when we’re relaxed and at ease. When you create the ideal environment for that to happen, you will find more people saying yes to your requests for financial reviews, and enjoying the process when they get there.
Over time these efforts – in combination with your financial expertise – will build a powerful emotional connection with your clients, and a loyal, thriving practice.
And remember… Speak from the heart. It’s good business.