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January 06, 2002 at 07:00 PM
Use Technology To Keep Clients Connected To You
By
Lets face itwe are paid to bring new people in the door. We love it when we get a new client; after all, its new money! Unfortunately, we often forget about these new clients as soon as the commission check clears.
Most of us have had clients that have left us within a year for one reason or another. At the same time, we also have clients that are willing to “lay on the tracks” for us. Whats the difference? Communication, its all about communication.
Consider this, how many of your clients purchased financial products–products that you sell–before they met you? I would venture to say all of them have. How many of your clients will purchase financial products in the future? Once again, there’s a good chance most of them will. Since you’ve already got them as a client this is great news for you.
Last question. How many of your clients will buy these products from somebody else? Unfortunately the answer to this question depends largely on how well you communicate with them.
Its probably unrealistic to believe that you will never lose a client to the competition, however there are a few simple communication guidelines that you can follow to ensure that you are doing your job in keeping your clients happy–as well as keeping them from spending money with the advisor next door.
Make them feel like you remember them. This is easier said than done. Communicating with all of your clients can be a real intimidating task without the use of some software applications or client management tools that make communicating with the masses personal.
Each piece of correspondence needs to make your clients feel like you composed it specifically for them. Birthday greetings and holiday cards are great ways to let your clients know that you are thinking about them. Technology, and particularly e-mail, makes this something that you can automate. There are several software applications and consulting services out there to help you use this technology to your benefit.
Provide them with useful information. A lot can be accomplished by simply making contactregardless of the content of the correspondence. But if you provide your clients with information that makes them feel as if you truly are their advisor, it goes a long way in controlling their desire to look to others for advice.
