Keeping Super Clients Super Happy

Morrow, Edwin P.
August 1998
Journal of Financial Planning;Aug1998, Vol. 11 Issue 4, p100
Academic Journal
The paper presents the author's observation on strategies that can help financial planners keep their clients happy or satisfied. For most planners, a good course of action is to buy a newsletter and mail it out. As professionals, we may not think our photos belong in the newsletter, but clients and prospects like it. If the planner practices in a partnership, then the newsletter could have two or three photos or a group shot. One planner bought pamphlets from the federal government about Medicare. She sent them to all her clients with a letter that referenced how important Medicare is to retired persons, that the funding costs are going up and that this brochure might be of interest to them or a friend. Every financial advisor I have ever talked to who does client appreciation events reports that it is money well spent. One advisor places a small card in the invitation that suggests that the client might like to bring a friend or business associate, but to please call and make the reservation. Most financial planners support some cause, perhaps an opera company, a local symphony, an arts consortium or theatre group. Often times an organization one support will have some type of benefit performance. Instead of making a donation, buy a block of tickets and give them to clients.


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