You’ve met with your client and understand his or her financial goals. You agreed to follow up — but why are you hesitating to pick up the phone?

Making that follow-up call need not be a source of anxiety or uncertainty, says Joanne Ferguson, president of Advisor Pathways Inc. in Toronto. You just have to know your client and develop the right process.

“A follow-up call is so much more than a sales call,” Ferguson says. “It is very holistic because it shows that you have taken the time to understand what actually matters to the client.”

A good follow-up call, she says, should be connected to one important element: your advice (not sales).

Ferguson offers the following advice on getting the most from your follow-up calls:

> Define your purpose
Too often, advisors aren’t specific in defining why they are making a follow-up call. Before picking up the phone, make sure you have identified what it is you hope to achieve by making that call.

For example, are you calling to ask a new client about his or her experience so far? Or are you calling to make sure the client can properly read the latest statement redesign? Knowing in advance what you hope to accomplish will make for a more productive call.

> Plan your ideas
If you — or your assistant — are anxious about making calls to clients and prospects, write out your ideas beforehand.

If you have already defined the purpose for your call, you can then list the topics you want to raise during your conversation.

Having a “script” can help settle your nerves because it removes some of the “performance” element of the call. Just think of it as your crib notes.

> Demonstrate your value
A well-executed follow-up call will help demonstrate your value to clients as their advisor. For example, if your client has come to you previously with concerns about charitable giving, you might tell them about new social impact bonds.

This approach will show your client that you are continually evaluating his or her portfolio and larger financial objectives.

“You have to know your clients,” says Ferguson. “You have to connect on a human level.”

> Take control
When you make a follow-up call, Ferguson says, remember: “You are the one driving the bus.”

So, you must be self-assured and confident.

“Clients want to see you as the one in charge.”

This is the first instalment in a two-part series on making follow-up calls. Tomorrow: The anatomy of the follow-up.