As financial advisors, we are competing against the most influential business in America – the media. Magazines, newspapers and advertisements sometimes misrepresent the financial industry and offer information that is inaccurate. Clients may become confused or disturbed about their financial choices. This is why it’s important for financial advisors to keep comprehensive client contact, and review their financial plans, answer questions and discuss their options.
I touch on this in my list of 12 “Thomas’ Truths.” I advise financial advisors to not only keep up with their client contacts, but also talk to their clients before someone else does. At my office, we contact our clients at least 17 times a year, sending out product letters as well as holiday, birthday and other specialty cards. We also do a personal call every 90 days to remind them of our services and to find out any new developments. This helps us build a relationship with our clients as well as identify potential sales opportunities.
Strong client contact is an effective way to build a trusting relationship with your clients. Don’t let them be influenced by third-party sources, such as the media, and reassure them that they are making the right financial choices.
