In a single day there is so much vying for your clients attention: work, family and the never-ending to-do lists. As an advisor, you are in constant competition merely for the chance to connect and develop your relationship.
Connecting with your client is critically important to the continued long-term success of your relationship.? The strength and staying power is directly correlated to how well you engage your clients.
Heres a snapshot of your current client marketing/engagement plan:
- Annual Meetings
- Client Events
Now how can you turn that into a behaviorally smart plan?
- Uncover the behavioral style of your client
- Tailor your newsletters to the 2 communication styles that most reflect your client base
- Create a unique experience at the clients annual meeting
- Design and market your events to the different styles
Lets see how each of these steps would work in your practice.
Step 1: Use an objective system to discover the unique behavioral style of your client.? Lets use Lifestyle as the primary client style for purposes of illustration. This type of individual likes open conversation, fun, big picture overviews with minimal details.
Step 2: Your newsletter should have pictures of people, bullet points, and not a lot of details (or you can link to details).? Be sure to use examples and stories that illustrate your main points.
Step 3: At your annual meeting, allow more time for Lifestyle clients than you normally would for other styles. ?Ask them an engaging question about their life and let them talk. Be sure your office is very comfortable and that the Lifestyle client feels you have done something special for them. You and your staff should smile and have an upbeat attitude.? Even in challenging situations, try to find the positive.
Step 4: If you are conducting educational events and want the Lifestyle client to be engaged, consider holding the event at a fun, new restaurant or coffee shop.? In your invitation, you will need to emphasize the opportunity not just to learn but to meet new people.
Get more hits than misses by targeting your marketing message to the behavioral style of your clients.? The results for your efforts will be higher client retention rates and increased referrals.
Peggy Mengel ? Vice President, Human Behavior Solutions Advisor at DNA Behavior
Specializing in financial services, Peggy uses behavioral intelligence to help businesses navigate human differences to unlock performance potential. DNA Behavior helps grow behaviorally smart businesses and financial advisors worldwide to increase competitive advantage using the most reliable behavioral discovery and performance development systems on cutting-edge technology platforms.