So many times, I see advisors work so hard to get a get referral. They get one and low and behold, the referral becomes a client. So what happens now?
The advisor is now on to the next conquest because that’s what we’ve told you. Don’t break stride, keep your momentum going. But the problem here is that you have this brand new client, a bird in the hand so to speak and you are not spending anytime on the front end with them, welcoming them, walking them through the transfer process, writing them a handwritten thank you note and including a small gift as a thank you.
No where in your relationships with your clients do you have a better opportunity to establish how the relationship will progress than in those first few months. Make sure you have a process for someone in your office to follow. I would suggest it include the following items:
- Write a handwritten thank you note thanking them for becoming a client (should come from you).
- BEFORE the transfer process begins, send them a letter letting them know how it work. For example, remind folks who have checks on their investment accounts to stop writing checks and give them an idea of when their money will become available again and when they’ll receive checks from the new custodian. Let them know if there are any complicated NON-ACAT items that will come slowly. Reassure them that you are watching this every day and will notify them immediately if there are any issues.
- Have someone from your office contact them at LEAST once a week to engage them in conversation and ask them if they have any questions.
I recommend 10 touches in the first 90 days with 6 of those being in the first 60 days.
What’s going to happen here? First and foremost, you have a happy and well-served client. Secondly, they are going to be so ecstatic with your service, they will be chomping at the bit to tell their friends. Thirdly, they are now conditioned to refer folks to you.
Give it a try and see what happens. You will be establishing a firm foundation for your client relationships!