What do you do when the market takes a turn for the worst? Do you wait for the storm to pass and simply do nothing – or do you reach out to clients and reassure them things will get better? According to recent research carried out by Financial Advisor Magazine failure to communicate with clients on a timely basis is the number one reason advisors lose clients. The upshot is you need to be prepared to talk to clients both in the good times and the bad times.
Managing client expectations is crucial in order to keep your clients invested in you and with their financial plan. Here are a few ways to make sure you deliver on your clients’ expectations both in terms of investment performance and your level of service.
Running the business gets in the way of growing the business. That’s a fact of life in the Financial Services industry. As the business gets bigger, an Advisor has to make a decision. Am I going to manage money or am I going to manage client expectations? It’s almost impossible to manage both. In my travels, I find most elite Advisors opting for outside management. They choose to manage their clients and their clients’ expectations.
As in so many other industries, your business model as a financial advisor is to open new accounts and gather new assets on a continual basis. However, in order to succeed you need to combine this approach with a plan that ensures your clients will stick with you for the long term. You need to allocate time to both looking after existing clients as well as time to prospect. If you don’t, your current clients will feel discontented; they may start to look elsewhere, and they certainly won’t recommend you to others.
A while ago I received an email from Guy Steele who is a friend and an advisor in Hawaii. He said:
“Give me an idea of how a million dollar producer works. How many calls a day do they make? How many hours a day do they work? Mentally what’s their mindset each day when they go to the office? Do you have a blueprint for aspiring million dollar producers to follow?”
Listen to Don’s answer or read the transcript below.