Holiday Sales: As Easy As Pie

For most advisors, the fourth quarter means a yearend blitz to improve their production numbers, hours billed and company or office standings. Realistically, there are only a few ways to do this:

• Find more clients.
• Find more ways to serve existing clients.
• Make more sales.
• Make bigger sales.

The majority of advisors will focus on the first of these, squeezing in as many cold calls, workshops and client-appreciation events as possible. They’ll rush around, becoming frazzled and exhausted — but not necessarily maneuvering themselves into a better position by the time the holidays hit.

Many top producers, however, will slowly and meticulously examine their top clients’ files to find more ways to serve them, plan out their referral discussions and look for ways to surprise and delight them so that these advocates will tell their friends and family members about the magical experiences they are having. The result? More business from existing clients and more quality referrals — without the frazzle and exhaustion.

And the strategy is simple:

Serve your best clients. Set appointments with them, but first review their files to see if there are any new ways to help — whether it will produce immediate income for you or not. If they need an introduction to an accountant or a good podiatrist, serve them by being the source.

Surprise and delight them. The holidays are a perfect excuse for a nice gesture. Fortunately, while the upcoming season may feel like crunch time, it also presents great opportunities to get your clients talking about you. For Thanksgiving, find out if your best clients will be traveling and, if not, order them a wonderful pumpkin or apple pie from a local bakery or pie company. Hand-deliver it a day or two before the holiday or on Thanksgiving morning.