How to Build Client Relationships That Foster Long-Term Loyalty
Good communication builds trust and inspires loyalty. Can that be accomplished with only e-mail?
In today’s fast-paced world, communicating by e-mail is a necessity. But for your most important clients, it shouldn’t be your only way of communicating.
E-mail is too impersonal. You can’t develop a real relationship because much of the nuance of communication is lost.
Your client likely gets hundreds of e-mails each week. You won’t stand out as a trusted financial advisor if you’re just another sender trying to get his attention.
Ideally, you should have in-person meetings with your most important clients at least twice a year. Face-time counts if you want your client to know you and trust you.
In between those meetings, use e-mail, but also pick up the phone every few months to further cement that connection. You’ll find your clients appreciate the attention you lavish on them and reward you with their loyalty.
Case in Point
When financial advisor Mike began working with Al, Al was reluctant to meet. Al explained he was extremely busy and preferred to communicate by e-mail. Mike respected Al’s wishes and worked with him solely by e-mail. He never picked up the phone nor pushed for an in-person meeting.
When Al transferred his account to another company, Mike realized he’d made a fundamental mistake. “Because our relationship had never progressed beyond email, Al felt no real connection to me and certainly no obligation to continue working with me,” Mike said.
“In hindsight, the impersonal way we communicated made it easy for him to believe all financial advisors are the same. They’re a commodity, and you can switch from one to another on a whim. I won’t make that mistake again!”