Gaining a new client is just the first step in growing your business. With each new client you acquire, you have another client to retain. By proactively focusing on retaining existing clients, you will ensure a steady revenue stream while cultivating trust, loyalty, and long-lasting relationships.

The tips and tactics in this blog will help you craft a comprehensive client retention strategy that focuses on three key areas: client experience, communication, and client appreciation.

Deliver a Consistent, Quality Client Experience

An exceptional client experience lies at the heart of any client retention strategy. A client who is unhappy with the services being provided will look for financial advice elsewhere. A client who feels heard, understood, and cared for is more likely to remain engaged and loyal to your firm. These are a few tactics you can implement to further enhance your client experience.

1. Understand Your Client Beyond Their Financial Goals

Clients want to work with a financial professional who understands them. Take the time to actively listen to your clients, show genuine empathy, and probe into their concerns and aspirations to discover the emotional drivers behind their financial decisions. If you delve deeper into your clients’ holistic needs and aspirations, you can build stronger, more meaningful relationships that go beyond numbers and charts.

2. Implement SOPs and Workflows

Ensure that your services are consistently delivered to all your clients by implementing standard operating procedures (SOPs) or workflows for all your key business processes, including onboarding, client reviews, and account management.

3. Develop a Service Calendar

Creating a service calendar that details what services you will provide, when you will provide them, and who will provide them is another way to establish a consistent client experience. A service calendar will also help you communicate the ongoing value that you are providing to your clients. By anchoring your services in a well-constructed calendar, you can show your clients exactly how you will be taking care of their finances throughout the year.

4. Enhance the Client Experience with Technology

Technology features like client portals and data analytics tools will help you upgrade your client experience and serve your clients better. Client portals serve as a client’s connection to their financial plan, keeping them engaged in between meetings. Data analytics tools will empower you to personalize your services based on actionable insights and identify potential planning or investment opportunities that align with your clients’ needs.

5. Solicit and Act on Client Feedback

Use periodic surveys to gauge client satisfaction and make improvements based on their input. This will show your clients that you are committed to understanding and meeting their needs effectively and allow you to tailor your services to their preferences.

Communicate Regularly and Effectively

A comprehensive communication plan will play a crucial role in your client retention strategy. After all, nine out of ten clients considered their advisors’ communication frequency when deciding to retain their services and when making referrals.¹ Regular communication will keep your clients engaged and invested in their financial planning journey, which will deepen their relationship with you. Here are a few activities that you could incorporate into your client communication plan.

1. Hold Regular Meetings

Schedule regular meetings, whether quarterly, semi-annually, or annually, to delve into investment reviews, life changes, and financial plan adjustments. This approach not only fosters stronger relationships but also demonstrates your commitment to tailored financial guidance. Include these meetings in your service calendar so your clients know what to expect.

2. Start a Newsletter

A newsletter sent on a regular cadence is a great way to establish an additional touchpoint and proactively engage with your clients. Your newsletter could include insights on economic events, financial planning tips, and blog posts on seasonal topics that address your clients’ needs proactively. For example, you might include a blog post about tax loss harvesting in your November newsletter, when there is still time to do it before the end of the year. Create a content calendar to ensure you have engaging educational content ready to share on a consistent schedule.

3. Host Educational Events

Hosting webinars, workshops, or Q&A sessions further reinforces your commitment to transparent communication and empowers your clients to make informed decisions about their financial future. Choose a regular cadence for your educational events and tailor them to your clients’ interests and needs.

4. Send Personalized Communications

Personalized communication can build deeper planning relationships. By utilizing a customer relationship management system (CRM), you can streamline your processes, making it easier to track client preferences, milestones, and required follow-ups. This not only enables you to tailor your communications to each client’s specific needs and interests but also helps you maintain a more personal touch at scale.

Show Your Appreciation

Client appreciation activities are an important part of any client retention strategy. When clients feel valued and appreciated, they are more inclined to maintain their relationship with you over the long term. As you develop your client appreciation program, consider including the following types of activities to nurture lasting relationships with your clients.

1. Birthday, Anniversary, and Holiday Cards

Simple gestures like birthday, anniversary, and holiday cards can convey gratitude for your clients’ trust and business. If you’re looking to set yourself apart, consider sending a Thanksgiving card to get ahead of the routine holiday well-wishers.

2. Celebratory Notes for Key Milestones

Celebrating key milestones, such as a child or grandchild graduating college or the attainment of a major savings goal, will show that you’re not just a financial planner, but a genuine partner in your clients’ successes.

3. Surprise and Delight with Unexpected Gestures

You can also incorporate small gestures into your day-to-day practices to surprise and delight your clients. For example, you could have your clients’ favorite drink or snacks at the ready or share a travel guide for their upcoming adventures. These personal gestures will showcase your attention to detail and acknowledge their individual preferences and interests.

4. Client Appreciation Events

People are still looking for live, in-person experiences, but consider revamping the traditional client appreciation dinner and trying something new. Mix in engaging alternatives, like a wine tasting or other themed event, and offer the occasional virtual event to catch the clients who may be too busy to come in person. These events will not only show your gratitude but foster a sense of community and shared experiences that will ultimately strengthen your client relationships.

Foster Long-term Success for Your Firm

Crafting a client retention strategy that centers on client experience, communication, and client appreciation is key to long-term success. By implementing the tactics we discussed here into your client retention strategy, you can build a steady revenue stream and a loyal client base that values your personalized approach and commitment to their financial well-being.

For more tips on what you can do to boost client retention, check out my blog 4 Reasons Why Clients Leave Financial Advisors (Plus 4 Client Retention Strategies).

Sources:

1. How Can Advisors Better Communicate with Clients? Y Charts. January 2023.

DISCLAIMER: The eMoney Advisor Blog is meant as an educational and informative resource for financial professionals and individuals alike. It is not meant to be, and should not be taken as financial, legal, tax or other professional advice. Those seeking professional advice may do so by consulting with a professional advisor. eMoney Advisor will not be liable for any actions you may take based on the content of this blog.

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