Clients who are happy with the work you do and willing to remain with you over the long term not only make your business stronger financially, but they also make your workday easier.
“[Work is] more enjoyable if you’ve got loyal, happy clients,” says April-Lynn Levitt, a coach with the Personal Coach in Calgary. Meetings will be easier and clients will be more likely to take your recommendations, consolidate their accountants with you and offer referrals.
Here are some tips to strengthen your client relationships and build loyalty:
> Get personal
Know your clients beyond their finances, says Levitt. Ask them about their children, their pets, their hobbies and their jobs.
Some advisors already do this naturally, she says, while others have to work on asking clients the right questions.
“It’s [a matter of] taking time to get to know the clients personally and building that deeper personal relationship,” she says.
> Ask for opinions
Build loyalty by showing clients you value their thoughts.
Ask for client feedback in surveys, meetings or client advisory boards, says Levitt. Use their feedback to make changes to your business, where appropriate, to show clients you value them and their opinions.
>Act as a resource
Look for opportunities to offer referrals to clients, even for matters outside the financial services industry.
For example, if a client mentions he or she is looking for a nanny and you happen to be connected to someone who can help, Levitt says, pass on the referral.
“Being a resource, beyond just the financial and being the go-to-person [for other issues],” she says, “really does help build loyalty.”
> Show your appreciation
Deepen your relationships by showing clients you value them with a small gift.
Small tokens, whether a birthday card or a gift card from the client’s favourite coffee shop, can go a long way, says Levitt. Include a handwritten note to add a personal touch.
> Create a contact schedule
Set up reminders to contact clients regularly and strengthen their sense of loyalty.
Without a system, you are likely to forget to reach out to clients, says Levitt. Create a system, through your CRM program, for example, that reminds you to contact clients every 90 days, whether it’s to send a card for their birthday or to remind them to book a meeting.
If you have a large client base, segment your book to make best use of your time and ensure all clients receive the appropriate level of contact.
IE