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When you pay attention to details in the financial services industry, you elevate your firm’s standing and demonstrate to clients that their relationships are valued. Small, considerate gestures can transform clients’ perception of your service, often bridging the gap between a satisfactory experience and an exceptional one.
Personal touches shift perceptions
Personalization is more than just a trendy term; it’s a powerful tool in client retention. For example, one financial professional went beyond the typical thank-you note. After hosting a wine-tasting networking event, he mailed each guest a handwritten note with a picture of them from the event. This simple yet personal gesture resonated deeply with his clients, reinforcing their connection to his service, and showing he values them as individuals.
Signed cards stand out in an era dominated by digital interactions. As one financial professional noted, “I just delete the digital cards I receive.” The tactile nature of a handwritten note sends a message that’s far more personal and impactful.
We encourage our network of financial professionals to embrace attention to detail. It’s a theme woven into our recent advertising campaigns, emphasizing that these little things make a more polished and professional impression. The goal of this approach is to see it play out in client conversations.
The power of presentation
The saying “perception is reality” holds true in financial advising. Every detail, from your attire to your interactions, shapes how clients perceive your competence and reliability. I recently encountered a rideshare driver who failed to engage with me even in small ways. There was no simple greeting, he spoke on the phone the entire ride, played music loudly, and would not assist with my luggage. Facing me was a flier advertising his services as a realtor who would care. His lack of attention to me as a driver led me to question his promise as a realtor, highlighting how poor presentation can erode trust, no matter the setting.
Non-verbal cues are just as important. A financial professional’s body language and the condition of their office can either reinforce or undermine a client’s confidence. Ensuring your workspace is clean, organized, welcoming, and up-to-date can make a significant difference in how clients feel during meetings. Even the stationery and the ink pen you use contribute to the overall impression you make on people trusting you with their money.
Consistency in Your Digital Presence
Your online presence is as vital as your physical one. Clients expect to see the same level of professionalism online as they do in person. This means ensuring that your website and social media profiles are up-to-date and reflect your commitment to quality service.
Outdated content or stale images can send the wrong message, signaling that you’re not keeping up with the times. We tell our financial professionals, “If you haven’t looked at it in a decade, why would anyone else want to?” It’s essential to control your narrative – automated posts and neglected profiles can make you appear disconnected.
While automation has its place, it should never replace genuine engagement. Today, clients can often easily distinguish between automated content and authentic communication. As client expectations evolve, your approach to maintaining a polished and consistent digital presence must also adapt.
True “high-touch” service involves linking all aspects of your firm’s capabilities, from marketing to relationship management, into a seamless experience that clients find both inviting and trustworthy. It’s not just about keeping up with the latest technology or trends but rather creating a cohesive and inviting atmosphere that resonates with clients on a deeper level. Move beyond just ticking boxes and truly craft an experience that will be perceived less like a sales pitch and more like a natural, organic relationship.
Supporting financial professionals in their efforts
While financial professionals must take the initiative to refine their service, support from their broker-dealer provides valuable resources. For instance, one of Axtella’s upcoming education conference breakout sessions will focus on emergency communications planning around market events such as crashes. We will emphasize the importance of regularly updating practice policies and guidelines. Follow-ups will include a direct mail campaign with personalized safety-themed memorabilia and a guide for financial professionals to replicate this retention effort with their clients. This approach empowers them to maintain strong client relationships while ensuring critical details, like up-to-date contact information, are never overlooked.
As a financial network of two broker-dealers and an RIA, we recognize that financial professionals are independent. While firms can provide resources and guidance, the responsibility to execute these strategies effectively lies with the financial professionals. This ensures they remain invested in their success. You could think of the home office as a meal kit delivery service – we provide the ingredients, but the financial professional has the autonomy to mix those ingredients into a successful outcome.
By focusing on thoughtful, small changes, financial professionals enhance their firm’s reputation and build stronger client relationships. The key is to stay relevant, adaptable, and committed to excellence in every aspect of client interactions, both online and in person.
Maria Bethel is senior vice president of marketing and communications at Axtella.
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.