Ensuring that your clients are comfortable speaking to your team members about their financial concerns can benefit your business, says Sara Gilbert, founder of Strategist Business Development in Montreal.
“You’re going to gain deeper client relationships when your clients know every team member — above and beyond the quarterly or annual portfolio review,” she says.
That is why you would benefit from a “meet the team” event, at which your staff, clients, prospects and centres of influence (COIs) can get acquainted with one another.
When your team members are more involved in dealing with your clients, your workload is more likely to decrease, freeing you up for other important activities.
Gilbert offers three key ideas for planning these events:
> Choose a convenient time and place
Make the location and timing convenient for your clients.
If your client base is made up of professionals, a breakfast or lunch might be best. However, if you work mainly with retirees, these people generally prefer to travel in the evening, when there is less traffic. So, you might consider providing light refreshments in your office.
Hold this event in a venue that is easy for your clients to get to. If your office is in the downtown core of your city but most of your clients have moved out to the suburbs, find a location closer to their neighbourhood.
> Invite your COIs
“Try to mix clients, prospects and COIs together,” Gilbert says.
This type of event is an opportunity for the other professionals you work with to become more familiar with your team members. They can also talk to clients, who may be unaware of your COIs’ role in your practice. By explaining their expertise to clients and prospects, Gilbert says, COIs demonstrate your integrated approach to planning.
For example, the cross-border tax specialist who works with you can explain how the two of you collaborate to minimize your snowbird clients’ tax burden.
> Get your team members to mingle
During this event, your entire team should be out and about chatting with your guests.
“People tend to mingle with people they know and are comfortable with,” Gilbert says. “Now, they should start getting to know the clients they know less.”
The intent is to grow your business by developing stronger relationships. Encourage your team members to ask clients questions about their interests, important life events and concerns. Remind your team to do more listening than talking.
As your team members learn more about your clients, they can get ideas about serving them better, Gilbert says.
For example, several clients and prospects might have mentioned their unease regarding recent credit-card data breaches among major retailers. This knowledge might inspire a future client event at which you discuss credit-card security.