The Advisor’s Role In Time Management
How can an advisor utilize these findings and enhance their service when dealing with female clients? First of all, advisors need to understand that a woman’s financial life is about more than money. Among the resources she manages, time is the highest priority. Ask her about her time challenges and consider her time when scheduling meetings. Being considerate and helping her balance time could turn you into a highly valued advisor.
Reconsider how you communicate. Trying to get closer to her with longer meetings and lunches could backfire. Offer 20-minute phone updates versus the hour-long meetings in your office. Expressly ask what would lighten her schedule and how she wants to work with you. Don’t assume all women have the same preferences—they do not.
Finally, tailor some of your published content, events or client gifts to helping clients balance time. Perhaps find a great speaker about simplifying life, or give a journal as a gift instead of a holiday calendar. Offer babysitting services when you have a financial planning event to make life easier for everyone.
As I write this, I know that men have time challenges, too. What’s been expressed as a critical need by the women we surveyed can also create benefits for your entire client base. If we want to be more than conventional wealth managers and help people with their entire financial lives, thinking about the clients’ time as one of the things we help manage will help us add value and result in deeper, more meaningful relationships.
Gail Graham is chief marketing officer at United Capital, an innovative and fast-growing financial life management firm with a unique approach to the market. Having earned awards in retail investor and advisor marketing, Graham is driving United Capital’s brand development, marketing and lead generation across all channels. Follow her on Twitter: @GailGrahamUC