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No one will notice every detail, but it’s hard to miss the cumulative effect when each one is in its right place. Whether it’s the experience you create for your clients or the image you project to those you want to reach, when you take care with the minutia, what you get is an overall seamlessness that sets you apart from the average.
Advisors know that this can be an important part of the client relationship, because trust is also cumulative. It builds little by little, often while taking in these details. So as we close out 2024, consider the details you’re laying out for the people who are building or maintaining their trust in you, and the cumulative effect you want to leave them with.
The early points of contact, for example, occur before you’ve had an opportunity to demonstrate your knowledge or show your professionalism in person, while the lead is building trust in your abilities as well as the care you will take with their financial priorities. The materials that represent your practice not only convey information, they are the main source of insight into what it’s like to be a client. And when you pay attention to the details of the makeup of that collateral, as well as when and how it is shared, the new lead receives something that is relevant, polished, and consistent with the story you tell about yourself.
Just as important are the routine communications you have with long-time clients, because trust can erode in much the same way that it accrues—detail by detail. And the points of contact you have in these relationships bolster and maintain the trust they’ve built—trust that you have a singularly valuable perspective on their wealth, and that the time and energy you devote to their goals is proportional to the cost of your service.
You might have an annual in-person or virtual meeting, but the rest of your contact is likely through other mediums, like newsletters, blog posts or videos. Are the details of these communications just as relevant, polished and consistent as the ones that helped the client first build trust in you? What do they say about the care you take with that client’s plans, strategies and investments, much of which happens behind the scenes?
While the cumulative effect of attention to detail takes time to achieve, the alternative is a trust foundation that you have to rebuild with each new relationship. The advantage of this effect is that it happens across the board, and continues providing value for your practice and your clients long after it’s been established.