The holidays may be over, but there’s never a bad time to send clients something thoughtful to let them know you’re thinking of them. In fact, it’s something you should be doing on an ongoing basis to continue reminding clients that they’re always top of mind.
These gestures don’t have to be expensive or require a lot of time to pull together, but the ones that involve clients and their families — or clients and the community at large — are sure to keep your clients happy while helping you generate referrals as well as positive reviews and feedback through social channels. Here are a few ideas to help get you started:
THE UNIQUE ADVISER
● Instead of sending out the same old emails, try sending fun, personalized videos that show off your true personality and build rapport. BombBomb is a great service that lets you record and send videos to anyone, from anywhere. It also comes with tracking data that shows who played your video and when, so you can monitor engagement.
● Take “client appreciation” gifts a big step further by sending wine to every client in advance of a special wine tasting party over Zoom. You can invite a sommelier to go over the wines they are tasting and even include a local chef who can discuss pairings with food that has also been sent to clients in advance. You’ll not only earn the appreciation of your clients but also appreciation from the local professionals and businesses you incorporate into your event.
THE EDUCATIONAL ADVISER
● People have had to sacrifice a lot this past year, but for many, not seeing and being with loved ones has been the most difficult. It can be particularly challenging for older or less tech-oriented friends and relatives who struggle with the technologies that help us connect virtually. Help them out by hosting a Zoom happy hour that clients and their loved ones can log or dial into to get tips on how to get up and running in no time.
● The pandemic has taught many the importance of financial literacy. Ensure that young people get the message by offering your clients the opportunity to enroll their children in a virtual investing group. Challenge them to a competition, such as seeing whose investment strategy reaps the biggest return in simulated portfolios. Consider rewarding participants with a small scholarship or, if they’re 18 and over, startup capital so they can put their new knowledge to use in a portfolio of their own!
THE HELPFUL ADVISER
● Surprise your client by sending them a packaged meal or groceries from a local business. Find out in advance what kind of food they like. While muffin baskets are always appreciated, providing food items in this way shows you’re thinking about your clients and where they could use some real help — especially if they’re busy professionals with young kids. It also demonstrates support for the local business community.
● You can take the previous idea to the next level by “buying out” a local restaurant for the night and being there in person to provide curbside meal service or a safe gathering for clients depending on what they feel most comfortable with and what state and local guidelines allow.
There are plenty of other ways to show clients they’re top of mind while keeping yourself top of mind, too. When coming up with ideas of your own, ask yourself: Is it thoughtful? Does it fit with my brand? Is it personalized?
As senior vice president of strategic initiatives at AssetMark, Matt Matrisian leads the development of thought leadership and resources to support advisers and their businesses.
As our second lead editor, Cindy Hamilton covers health, fitness and other wellness topics. She is also instrumental in making sure the content on the site is clear and accurate for our readers. Cindy received a BA and an MA from NYU.