The experience of being a client, engaging with your team and everything that entails, is something that builds the personal connection between the client and your practice. The better the experience, the more likely clients are to heighten trust in your judgement, remain confident through market cycles, and recognize your value as more than the numbers on their performance reports.
The challenge we want advisors to recognize is that the experience of being a client is often intangible. It’s hard for clients to communicate what it’s like, and it’s hard for those who’ve never experienced it to understand why it matters. The true value that you’re providing isn’t going to help you win new clients until it can be conveyed easily to those who don’t know you.
That’s why it’s essential to punctuate client interactions with something tangible, clear and ideally talk-able.
There are countless opportunities within the lifecycle of a client to do so – think from your early introduction to discovery and planning stages – each interaction is a moment that can reveal the usefulness of your service and the benefits that only you provide. Driving referrals is less about fees and returns, and more about creating something that clients will not just experience, but remember, refer to and talk about.