1. Schedule portfolio reviews through January. Assuming you have 100 clients and January has 19 working days, that’s about five reviews per day. Perhaps you extend into February. Your clients will realize you are on top of things.
2. Take credit for November and December. The major U.S. stock market indices were up about 11% for November and 3% for December. That’s historic! When clients opened their statements, they likely will fall off their chairs or ran around the house cheering. Part of your role as their advisor is encouraging them to stay invested. Call. Confirm they opened their statements. You will give credit to them for staying invested and owning good stocks.
3. Ask for referrals. Logically, the best time to ask for referrals is when clients are happy with the direction of their portfolio. November and December set the stage. Who do they know who is dissatisfied with the relationship with their current advisor? Hopefully this fills the January pipeline.
(Photo: eyeidea/iStock) .
4. Have you lost some clients? It happens to everyone. “Investing is simple. Anyone can do this.” Maybe they thought the grass was greener someplace else. Call them up. Let them know you still care. If things didn’t work out, you are meeting them halfway.
5. Spend time on LinkedIn. Take some time to get caught up on messages people have sent. Look over notifications. Some people are taking new jobs. Expand your prospect pool tactfully by staying on their radar.
(Photo: Chris Ratcliffe/Bloomberg)
6. What's your best idea for 2021?
Suitability is key, but broadly speaking, if everyone could do one thing at the start of the year, what should it be? If you can’t think of a single idea (unlikely) making IRA contributions seems like a common-sense choice.
7. Ask for more money.
This might tie in with your best idea. You like everything they currently own. This new idea needs fresh money. Clients whose compensation comes as salary plus bonus should be getting that bonus right about … now.
8. Have any clients gone dark?
Everyone seems to have “at risk” relationships. Bear in mind your best clients are another advisor’s top prospects. You’ve heard “Everyone is a genius in a bull market.” (Mark Cuban, other sources, too.) Your silent client might have relatives talking you down and positioning themselves to provide their own advice. Don’t let sleeping dogs lie.
9. Do you have a LinkedIn marketing plan? Specifically, a plan with a path to turn a new connection into a client? LinkedIn has been around a long time. Your firm should have some advisors who are getting success. Learn from them.
10. What is each client’s preferred communication channel? Years ago, when the big news was the Dow broke 1,000 (1972), phone calls, face-to-face interactions and letters were the primary channels. Today, your clients have more choice. What’s their preference? You should get more interaction if you play by their rules.
11. Is online marketing part of your strategy? Your firm likely produces videos and webinars. You probably have an enewsletter. Are these deployed? Are you tracking engagement? It’s another example of engaging with clients on their terms.
It’s easy to go into cruise control during the holidays.
But now that they’re over, it’s time to plant some important seeds for renewed business growth in 2021.
From sharing your top piece of advice for the year with clients to reworking your online marketing plans and prospecting, there are plenty of tasks you can use to jumpstart your practice.
By taking these steps, you can start strong in 2021 and pave the way for a successful year.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor” can be found on Amazon.