Clients will take your calls if they feel they have learned something valuable every time they hear from you. One of my managers shared this practical advice early in my career. His point was you should keep in touch with clients on a regular basis, but also have a reason for calling. He wanted us to avoid the “How are the wife and kids?” type of conversations. Checking in is important, but how can you help clients see the value of your effort to reach out?

1. Performance reporting. This is an obvious way to add value, yet you do not want clients focusing on the short term to the detriment of their long-term goals. If you have agreed to review performance on a quarterly basis, that is a good reason to make talking numbers the main event of your conversation.

2. Reviewing the asset allocation. This is never perfect because prices change every day. You might point out that there is some variance, but not to a large extent. You recommend waiting until the next quarterly review before taking any action. If your firm has changed the percentages in their asset allocation models, that is a good reason for a call.

3. Market volatility. This is often called “hand holding,” although most people would not want to admit they need their hand held. This is a practical reason for calling because some clients worry their advisor is not paying attention, not “watching their stuff.” It is difficult to “watch their stuff” if 250 clients all own different “stuff,” but much easier if you have favorite ETFs, mutual funds or individual stocks that find their way into most portfolios. Let them know you realize the market has been rocky. Remind them what they own and why you feel these are the right investments at the right time.

4. The opportunity to add money. Suppose the stock market is volatile. Your client might be thinking about “getting out.” Perhaps their barber suggested this course of action. You call them. You mention why the fundamentals are solid for the positions they own. You suggest adding money to one or two positions. Regardless of if they accept your advice or not, they will remember you provided direction when others were panicking. You “point out opportunities others might be missing.”

5. Call before the monthly statement arrives. It is true many people have opted for paperless statement delivery, but not everyone. Many people still look at their end-of-month statements to see how they did that month. The nightmare scenario for financial advisors is the disastrous month when statements might arrive on the first Friday of the new month. The client opens the envelope, is upset and spends the weekend getting more and more upset. The advisor’s phone rings at 9:01 A.M. on Monday. You see their account statement online. You call ahead of time to let them know what they should expect to see. You are proactive.

6. News related to one of their stock positions. This shows you are on top of things. If they own individual stocks, you might let them know earnings were just announced. Were the results above estimates? That is good news. What is your analyst saying? This type of professional advice is one of the reasons the client chooses to do business with your firm.

7. Comparison to service at other firms. Your client might have accounts elsewhere. You are keeping in touch, demonstrating they are an important client. If you called about an earnings report of a stock opinion change (and you know they hold that stock over there too), ask what the competitors firm is saying. This is another way of pointing out: “I called you. They did not.”

8. Your seminar or webinar. You are holding an event for clients and prospects. The topic would be of interest to them. Instead of simply sending an invitation, you are reaching out directly. This provides the opportunity to explain why it is worth their time to attend.

9. Has anything changed? As part of your conversation bringing new information to your client, take time to ask about their family. This was brought up earlier as not to be the primary reason for your call, yet it is still important to work into the conversation before getting off the phone. You want advance notice, if possible.

10. Do they have any questions? Since you initiated the call, you have been in the driver’s seat. Let them take the stage. Is there anything on their mind? This is an opportunity to listen.

11. Do you have a good idea to share? This has often been the primary reason advisors would call clients, but I saved it until last. The client should see you as a Wall Street professional, someone who has access to lots of information and analyst’s advice. You have the ability to sort through it. What’s your best idea? I put this in last because years ago, some clients had the perception “You only call when you want to sell me something.” You have plenty of other reasons to pickup the phone and start the conversation.

All of these reasons demonstrate that you are paying attention to your clients and their holdings. You are businesslike and are both valuing their time and letting them know you are on top of things. That comes across as pretty impressive.

Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book Captivating the Wealthy Investor is available on Amazon.