Richard Weylman is an entrepreneur and consultant (www.richardweylman.com) who specializes in marketing and selling to the affluent. In a general session at the Pershing Insite conference in June, he made the following five practical marketing tips, steps he would take if he were an advisor, to help make you “distinctive in the marketplace.”
Put somebody on call for the weekends. Life events don’t always occur during business hours. Since clients are “looking for a friend in the financial services business,” as Weylman says, they may want to contact you on weekends.
Google your clients and prospects. Before you meet with a client or prospect for the first time, or soon after, running a quick search on them may turn up information about your clients (and their spouses and children), including their passions–or assets you didn’t know they had. Hire a summer intern to Google your entire client base, he suggests.
Send a limo to transport your best clients to your quarterly meetings. Using a car service lets them know how important they are to you. It can also help ensure that all clients show up for their appointments, regardless of the weather, and avoids cancellations.
Send clients congratulatory notes and cards. Don’t just send birthday cards, send congratulations on the anniversary of important happenings in clients’ lives, like their weddings or the date they started their businesses.
Have crystal glasses and china cups in the office for clients’ use. Clients appreciate it when you exceed their expectations. Weylman told a funny story at the conference about a young advisor he counseled to use such glasses and cups and saucers, even though the advisor thought his tough Montana rancher clients would reject such fancy accoutrements. Turns out those clients boasted to their peers about how they had the most sophisticated advisor in the state.