Over the past few weeks, I wrote a series of blog posts examining issues that can crop up in advisor branches, and gave advice on how to alleviate or prevent them. To end the set on a positive note, I decided to do an additional bonus post on how to create the ultimate client experience.
Between tending to your clients’ needs, keeping your branch in order, and maintaining your personal responsibilities, it may seem like there isn’t enough time in the day to do more. However, there are small deeds that won’t take you much time but can mean the world to clients. Here are a few of my suggestions for how to make each of your interactions with clients and potential clients favorable and memorable.
1. Promotion. What is the first impression you’re making on potential clients? The ultimate client experience begins before they are even your client. Every speaking engagement, networking event, or even business card passed around with your name on it is a promotion for your branch. Each of these experiences impacts the impression future clients have of you and your team, whether it’s encouraging them to inquire about working with you or encouraging them to walk away.
2. Atmosphere. Dealing with finances can be an anxiety-inducing event for many, so as soon as a client enters your branch office, you’ll want the environment to have a calming and welcoming effect. Consider the lighting, paint color, and other décor in the office. Instead of harsh bright lighting or loud paint colors, choose softer tones and dimmer lights. Other small touches that often go overlooked but are important to clients include comfortable seating, refreshments, and a variety of reading material.
3. Surprise & Delight. Adding a personal touch to your business is an easy way to show clients they are appreciated. Whether it’s sending a birthday card, a thank-you for a referral, or a congratulations note when a client hits a milestone, such as retirement or a child’s graduation, gestures like these can really hit home that you care about more than just their assets. Find the right ways for your branch to reflect your gratitude, and create a new process to keep up with it.
Growing your clients’ assets, preparing them for life events, and planning for retirement are the core responsibilities of any financial advisor. Exceed expectations, and rise above the status quo by creating moments that can make your clients confident they made the right choice selecting you as their advisor.
Jill T. Slomski and Niche Team, LLC are not affiliates or subsidiaries of Hartford Funds.