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Focus on the right clients

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It may be tempting to focus entirely on your A+ and A clients at events, but that doesn’t mean you can ignore your other clients, say Ron Carson and Steve Sanduski. In their book “Tested in the Trenches,” the authors write:

“Never exclude B, C or D clients from events. Even though you don’t want more B, C or D clients, you have to invite them because it’s not their fault that you took them on as clients, so (…) you have an obligation to invite them. However, you can and should make an extra effort to invite your A+ and A clients through phone calls.”

You shouls ultimately invest most of your marketing dollars on existing clients, rather than prospects. Existing clients will gradually turn more assets over to you, the authors write, and will provide a source of warm referrals.