Strengthen Your Weakest Link

Let’s say you want to present yourself as the white-glove, high-net-worth-catering, premium option for a select clientele. So you build a reliable team, maintain exceptional service standards, present high-end collateral to prospects—but then one of those potential clients decides to look you up online and your website is out of date, haphazard and clunky. 

What does that do to the perception you’re trying to create?

One touch point among many may seem insignificant, but your brand identity is only as strong as its weakest link. And when that chain breaks, so does the image of professionalism that is so important in prospecting and client relationships.

This means that many firms that aspire to grow their average client size set out to strengthen those weak links one by one. They know that the best in the industry are consistently seen and experienced as such, down to the last detail. Clients become so accustomed to the polish of every interaction, even those that have little to do with their investments or financial plans, that their overall confidence grows.

In other words, consistently-met expectations can become an important part of the trust clients place in you and your service.

So consider your firm or practice from the perspective of those you want to reach, and look for the weakest link. Because your decision to strengthen it or neglect it can have a disproportionate effect.