8 positive touch points for clients this holiday season

Here's how you can stand out from the holiday distractions and connect with clients.

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December is almost here.  Several religions celebrate major holidays.  Holiday movies edge out your favorite TV programming.  Catalogs arrive in the mail daily.  Stores compete for your attention online and with TV commercials.  How can you make yourself heard amid the shouting?

The holiday season begins with Thanksgiving.  Regardless of the approach you choose, your message should be one of thanks.  They are your client.  You are thankful and respect the relationship.

1. Sending holiday cards. You might think no one does it anymore.  Wrong.  Soon we will start hearing about the designs of cards celebrities send out.  Unlike emails and texts, physical cards have staying power.  The more personal the card, the better.  This means handwritten messages, actual stamps, handwritten addresses and attractive cards.  People display them in their homes.

Tip:  An office manager passed along great advice.  People always remember the first card they received that season.

2. Check in with them regarding their health insurance.  It might be fine and no changes necessary.  However, everyone is saturated with TV ads about the Medicare open enrollment period.  They might wonder if there are better alternatives.  You think they have the best solution for their situation, but they don’t know you’ve gone through that thought process.

Tip:  Contacting each client, ideally by phone, lets them know you are on top of the situation and no further action is necessary.

3. The calendar as a gift.  Everyone is not doing everything on their phones today, especially if they are older.  The older you get, the more doctor’s appointments you have!  It’s remarkable we even found the time to work!  Your firm likely has a way you can order tastefully imprinted calendars. Tip:  Midyear, I found a good calendar that finished out the year and continued through 2022.  We gave it to an older couple as part of a birthday present with the logic “You can pencil in the cruises and other vacations you plan to take, now that lockdown restrictions are lifting.”

4. Giving gifts.  There are lots of ways this can be approached.  Our financial advisor sends a box of chocolate truffles every year.  My wife loves baking cookies, which I’m tasked with delivering to the neighbors.  When we attend a party at someone’s home (remember those?) we bring a four bottle-bottle of wine, called a double magnum.  It makes a statement.  We have a favorite restaurant.  They gave us matching coffee mugs.  We use them every day.

Tip:  Years ago, I came across a financial advisor team that used elegant, logoed coffee mugs in their office.  During their annual review, when a client commented on the mugs, they would ask their assistant: “Do we have any extras?”  The assistant would return with a gift box containing two mugs.

5. Buy them lunch.  Take your client out for lunch.  Drinks or coffee is acceptable too.  Use it as an opportunity to thank them for their business.  Let them do the talking.  Draw them out about what’s happening in their private life.

Tip:  Many people tend to be more relaxed and open during the holidays.  This can work in your favor.

6. The community concert.  Your city might have a symphony, but they also have community theater groups putting on Christmas plays like Charles Dickens, “A Christmas Carol.”  Someone else does “The Nutcracker” or a holiday concert.  Tickets aren’t that expensive.  Buy a bunch and give them to clients.

Tip:  You and your family attend on the same evening.  You see who showed up.  You greet them, they get to see you are a real person with a family, just like them.

7. The touching email.  This takes very little effort.  You see it done on social media and by email.  You have an impactful image and message sent out to everyone.  It evokes the spirit of the season.  Your firm has likely thought of this already, with a selection from which you can choose.

Tip:  It’s incredibly simple, but people respond to them.  Getting a message or “like” back is a reason to thank them.  Maybe you can get a dialog going.

8. Get together in the New Year.  Align with your client’s way of thinking.  If you called about business, they might say: “Call me in the New Year.”  Their minds are elsewhere in December.  Early in December, get in touch and get on the calendar to meet in January.  Mention how the pandemic has changed people’s outlook on life.

Tip:  People get reflective after New Years Day.  They wonder how they did.  The newspapers talk about “Top performing funds” and other topics concerning money.  You are getting in front of them when they are in the mood to make changes.

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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