Ever considered what your clients perceive to be relevant? I’m thinking in terms of the information, news, that you send clients.
It is fine to cover the generic bases, for example my company distributes tax update material, and clients respond to this, you are covering their backs, keeping an eye on tax changes – if you are telling them you must be in the know?
Unfortunately, we don’t have a crystal ball, our editors will have no idea what specific problems your clients may be confronting. It is up to you to keep track of these issues and provide solutions.
How could you do this, how do you do this?
One way is to keep an open door policy. Make sure that you allocate time each day to receiving and making calls from and to your clients. Or, you could organise regular events on topical issues and invite clients who would be advantaged by attending.
Advisors need to take care that they tread a careful line between providing information to clients and listening to client’s problems. This latter issue can be dealt with head-on. Visit key clients periodically and focus on drawing out their challenges, their problems. Added value advice can then be offered to assist with solving matters and the advice provided in this framework will have a real impact for clients.
Providing relevant information and advice needs to flow, back and forth. Keep up with the generic news feeds, make sure clients know their backs are covered, but don’t forget to make time to listen to your clients.
My company, Informanagement, can help with the distribution of a targeted newsfeed to clients and prospects. Give me a shout if you would like to find out more.