When a prospect transitions into a client, they may experience your firm as very in-touch and responsive. But after the accounts are opened and the prospect officially becomes a client, the communication can fall off. Your new client may feel like you just wanted to land them.
So, a process of regular, new client communications was developed to not only stay in touch during this sometimes quiet period, but to strengthen the relationship. And it has resulted in a higher percentage of referrals from these new clients.
The communication process begins right after someone becomes a client and consists of a series of letters (or emails) that are sent out seven to 10 days apart. Here are brief descriptions of the letters:
1. Team introduction
Send a letter that introduces (and in some cases re-introduces) each member of the team with their pictures. This letter is often saved by clients so they can remind themselves of who everyone is in the office.
2. Individual client orientation
Send a letter inviting the client to a one-on-one client orientation call or meeting with a staff person to go over online access, how to read their statements, review expectations, discuss future meetings, etc.
3. Gift and letter