Will the snow ever go away? If you live in the Northeast, you have probably been asking yourself this question every morning. But the wait is almost over.
Spring starts March 20. The spring social prospecting season will have begun. Your well-off neighbors are back from their winter vacations but haven't yet left for their summer travels. Now is the time to reach out.
Let us look at 10 do's and don'ts for spring prospecting. The season provides plenty of opportunities to make connections and strengthen the bond with your clients.
1. Do take advantage of the remaining cold days.
Last Friday we entertained three couples around a roaring fire in our living room. We made lots of antipasto and had plenty of wine on hand. We sent out notes regarding one of our favorite charities. The commitments started coming in on Sunday.
Don't: Assume nothing is going to happen until the weather warms up. Social prospecting is a four-season sport.
2. Do get the outdoor furniture out early.
How do you know spring is coming? Costco starts selling outdoor furniture. The moment the ground thaws and you see green grass, pull the patio furniture out of storage and clean the grill.
Don't: Wait until Easter before getting set up for outdoor entertaining. You will miss some really warm days in early spring.
3. Do be the first to invite the neighbors.
You can have the first BBQ of the season. We have new neighbors across the street. We have gotten together three times since the beginning of the year. Snow is still on the ground.
Don't: Assume you need to wait for the perfect moment. By the time the weather gets really warm, everyone will have other plans.
4. Do accept plenty of charity event invitations.
Nonprofits do their event-based fundraising in spring and fall. This is your opportunity to rub shoulders with the high-profile people in the community who are back from their winter homes in Florida and Mexico.
Don't: Complain about ticket prices going up. Buy one ticket instead and attend the event solo. In addition to contributing to charity, you are connecting with future prospects.
5. Do plan a client recognition event.
Many clients like the perks that come with loyalty. This might be a brunch or lunch at a nice restaurant. Get the word out early. If clients talk it up, their friends might wonder what they need to do to get an invitation.
Don't: Assume you do enough for your clients. You might think: Why give them a free party if I already have all their money? If you make your clients feel important, that will stick in their minds when other advisors try to lure them away.
6. Do see how your favorite nonprofit's events can support your business.
Perhaps they do a garden tour every spring. Hundreds of people attend. Maybe it's a historic home tour. It's an upscale crowd. Buy a bunch of tickets. Invite prospects to attend. Maybe clients if they bring a friend you should meet.
Don't: Assume you don't need to invest in your business if you want to grow.
7. Do plan to attend your firm's recognition event.
This is also the conference season. You hit your numbers in 2025. Now it is time to celebrate. Learn who the speakers will be. What workshops will be offered?
Don't: Assume this is a free vacation paid for by the firm. Don't skip all the sessions to stretch out on the beach.
8. Do learn what charities your best client supports.
They write big checks. Is that the best way to donate money? Do they know about their other options? When is their Spring Gala? Buy a ticket. Ask them to introduce you to their friends.
Don't: Assume business is business and pleasure is pleasure, each in its own category. Don't rationalize that you don't need to spend money to strengthen client relationships.
9. Do look into a travel accessory for clients.
Wouldn't it be great to give your best clients a gift like personalized luggage tags? They would use them forever! They are always going someplace! This is a great opening for vacation planning discussions.
Don't: Ignore your client's personal interests.
10. Do plan a spring event for clients with young children.
They have an unlimited need for activities. For example, you could organize a picnic. Perhaps a mutual fund could help with the expenses.
Don't: Only focus on the parents because they are your clients. Their children are a major part of their lives. They deserve recognition too.
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