It’s not enough to describe your practice to a new client. You have to show this person how you work, says Duncan MacPherson, co-CEO and co-founder of Pareto Systems Inc. in Kelowna, B.C.

Demonstrating how you work includes a thorough welcoming process that will keep you top of mind when you are not meeting with the client.

MacPherson describes the three steps to an effective welcoming process:

1. Send a greeting card
Mail a card to your client immediately after your first client meeting. This communication will help you stand out amid the “noise” of your competitors and the negative media headlines that can sometimes surround financial markets.

This card must be personal and address the blooming relationship, not a sales and service agreement.

MacPherson says there are four topics people often talk about: family, occupation, recreation and money. Refer to a tidbit you learned about the client, concerning one of the first three subjects.

For example, your new client revealed during that initial meeting that she is an avid sailor. Send her a high-quality card with a striking image of a sailboat. Your handwritten message might say: “I really enjoyed meeting with you. I’m looking forward to a great relationship and more stories about your sailing adventures.”

The image should be as personal and impressive as the message, MacPherson adds.

“The joke is that people sort their mail over a garbage can,” MacPherson says. “If you send a card that’s boring, you might as well throw it in your own garbage can and save the stamp.”

2. Formally welcome the client by letter
Your welcome letter is more formal than the greeting card and provides the details of your new business relationship.

Include a list of your team members, their positions and their contact information. You want your new client to become as familiar with the team as he or she will be with you.

“Of all the deliverables that are provided in a long-term relationship,” MacPherson says, “about 80% of them are done by the team and 20% are done by the advisor.”

It is a great compliment to you and your team if your client becomes comfortable enough with team members to ask for their assistance instead of waiting for your response.
You should also write that you are happy to be a “sounding board” for any family or friends that have any financial questions.

This offer is not a step toward asking for a referral, MacPherson says. Instead, it is a matter of providing a service to your current client to help someone this person cares about.

3. Have a team member call the client
Someone on your team should call your new client three days after he or she receives the first statement. It is a proactive approach in which your team member can answer any questions the client may have and to help the client keep your professionalism in mind throughout the year.

This is the second instalment in a two-part series on welcoming new clients.