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Remember when you were little and birthdays were a big deal? Your parents gave you a birthday party. Your friends from school were invited. If you are a parent, you are probably still arranging these today for your young children. You attend their party and they attend yours. As you grew, you got birthday cards in the mail. These stopped as you got older and those aunts and uncles passed away. Today, you might get birthday greetings on social media people your connections get prompts. Many people don't even bother to personalize the generic text.
Here's the bottom line: As you get older, birthdays seem to lose their significance to the people around you, yet they are still important to you. You know how it feels if your spouse or your children forget your birthday.
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7 ways to interact with clients on their birthdays
There are many things you can do when a client's birthday rolls around. Here are a few.
1. Send a birthday card. They remember when they got several, then the cards stopped. You aren't making their day by enclosing cash or a check, like they remember when they were kids, but a funny card should get a laugh…and a phone call to thank you.
2. Call and wish them a happy birthday. My brother-in-law calls my wife every year on her birthday. They don't send each other cards or gifts, but they talk and catch up. It's a sign of respect. Who could be offended by a birthday greeting?
3. Remind their adult children. You have a multi-generational client relationship. You call the adult siblings a few days before and remind them. Many people forget these dates or get too busy. Parents are sad when their children neglect to call on important dates. The kids will appreciate the reminder. I'm a godfather. My godson's father calls and reminds me of these and other important dates.
4. Send flowers. Flowers make an impact on the recipient far beyond their actual cost. Hopefully you can call a local florist and arrange for delivery of a bouquet at a modest cost that won't ring any alarm bells with Compliance.
5. Take them to lunch. What a great way to celebrate! You are making a fuss over them! It doesn't need to be fancy or formal. Take them out somewhere. If they are older, it gets them out of the house. Their spouse is invited too.
6. Arrange for a fixed income security to mature on or near the day. This can be creative and fun. They have a Treasury, municipal bond or CD that matures around their birthday. Most investors have some fixed income securities with short maturity dates. It pays interest at that point. It's a reason to talk. You can ask them if they want to buy something outrageous or roll it over, as usual. They will likely roll it over. Maybe they have more cash to add.
7. Have a wealth review. Portfolio reviews and wealth reviews can be separate. One looks at how their investments have done, the second at how much they are worth. The wealth review can be an uplifting, feel good moment if they have been putting money away and the stock market has done well. This can lead into a business conversation.
Your client's birthday might not be acknowledged by anyone. You can change that.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, "Captivating the Wealthy Investor" can be found on Amazon.
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Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
