If you want to build deeper client relationships, you need more than the standard know-your-client information, says Allison Merrow, a partner and consultant with Advisor Pathways Inc. in Toronto.

She suggests these eight things you should know about your top clients:

> Names, Ages and Occupations Of Their Children. “Knowing the children is an important step in ensuring the relationship continues after the client passes on,” Merrow says. You could even suggest meeting them.

> The Names Of Accountants And Lawyers. Get permission in writing to contact these professionals. You can exchange information about taxes with the accountant and about wills and estate planning with the lawyer. “It’s quarterbacking those financial issues,” Merrow says. “And clients appreciate it.”

> Their Hobbies And Interests. You might find that you share a common interest. This can also help you decide on client appreciation events. “If the client plays golf,” Merrow says, “arrange a free lesson for them.”

> Their Wedding Anniversary. Send a card. You’ll distinguish yourself from those who send only birthday cards.

> Their Pet — And Its Name. “Some people might not want to go there,” says Merrow. “But it can take you to a different level with the client.”

> Their Worst Fear. Not for all client/advisor relationships, but the question can be a great conversation starter. Most responses are about finances, but health and family issues occasionally come up.

> Personal Challenges. Some clients may be willing to talk about transitions such as major illnesses or the death of a loved one, but only in a well-established relationship. “I once sent a client with breast cancer a book on how to cope,” says Merrow, a former advisor.

> Their Next Vacation. You might have visited the planned destination, or have information you can pass on.

Record all the unique facts about each client and refer to them before a meeting or telephone call. IE