The key to deeper client/advisor relationships is to make them about much more than products.

“When you bring the relationship away from products,” says Sara Gilbert, founder of Strategist in Montreal, “that’s when you can bring the most value.”

Gilbert offers these tips to help you create more value for your clients:

> Focus on the client
Move the conversation away from numbers — and talk about your client.

Instead of focusing on how much money the client has saved for retirement, says Gilbert, ask about what the client would like to do in the future. Is he or she interested in volunteering? Working part-time?

Or you might start a conversation about estate planning, she says. For example, you might simply ask the client if he or she has a will.

> Tell a story
Demonstrate your value by sharing stories about the ways in which you have helped other clients overcome obstacles and achieve their financial goals.

For example, if a client is putting off estate planning, Gilbert says, you might give examples of the problems other clients have encountered because they didn’t plan properly. Or, to stay positive, you could share a success story.

Just be sure you keep the stories unspecific to protect everyone’s privacy.

> Get well connected
Become known among your clients as the go-to person for introductions to other skilled professionals, Gilbert says. Introduce your clients to centres of influence such as lawyers, estate planners, accountants or even family counsellors and mediators.

You can make these introductions directly, she says, or indirectly, through joint marketing initiatives, such as blogs, newsletters or seminars.

> Offer a reading list
Some clients may wish to learn about their financial choices on their own time, Gilbert says.

You can bring value to these clients by steering them toward resource materials such as informative books and magazine articles. Give out copies of your favourite personal finance books and send links to online articles. These activities demonstrate your commitment to educating your clients about their finances.

> Include every generation
Most advisors focus on baby boomers, Gilbert says. But younger clients also can benefit from in-depth conversations on about their finances.

Talk to younger clients about building family wealth, she says, or about their next life stage, such as buying a home.

Says Gilbert: “Clients are really looking for someone who’s going to guide them through different stages in their lives.”