3. Segment clients to create personal touchpoints that will surprise and delight. Input what you learned into your CRM systems and segment your clients accordingly, using important dates, personal interests and other milestones as a guide. This information not only compliments your regular, ongoing communications, but it helps you set up a stream of future touchpoints with clients who will be heartened to know their financial advisor cares about even the smallest details of their personal lives. View every communication, whether an email, a phone call or a meeting, as an opportunity to surprise and delight your clients. You should set a goal to do this at least once a month. At the same time, share your personal passions with them — you will be surprised how shared interests can create a greater connection between you and your clients.
Almost nobody relishes market downturns. Having said that, most clients simply want to know their advisor truly cares about them, in good times and bad, while understanding very well that risk is an inescapable part of investing. Because it had been years since we experienced such volatility, some advisors may have lost sight of this important relationship dynamic.
That's a shame, because while it may seem counterintuitive, market downturns can provide financial advisors some of the best opportunities to communicate, to interact and to show value with clients in an entirely new way. This can lead to deeper engagements, which will breed not only greater loyalty and longer-lasting relationships but drive new referrals as well.
Adam Antoniades is president of Cetera Financial Group, a leading network of independent broker-dealers.