Welcoming Your New Client

Did you just bring a new client into your practice? Congratulations!

How do you make sure your new client feels welcome? Write a note? Send a gift? Nothing at all?

Assuming you’re not in the “do-nothing” camp, but you’ve never formally established a process for welcoming new clients to your practice, you’ve come to the right place. We have lots of ideas for you.

Before anything else, take a few minutes to send a personal thank-you note. Who doesn’t love finding a hand-addressed envelope in the mail with a handwritten note inside expressing appreciation?

You’ll want to have on hand a supply of quality note cards and envelopes, a good pen, and actual postage stamps. Prepare your basic message in advance which you can then personalize for each specific client.

There is no need to include your business card, as your new client knows who you are, and it might be interpreted (correctly) as a request to share it with others. Make this note about showing appreciation, not promoting referrals. There’s time for that later when they’ve had many more opportunities to appreciate what you do for them.

Next, arrange for your client associate to call or meet with your new client to introduce him- or herself, explain when the client should reach out with a question or request, and demonstrate your firm’s technology and other resources. They can assist your client with online access and account aggregation. Finally, they can confirm your client’s communication preferences and even their favorite beverage when they visit your office.

Some advisors provide financial organizers to help their clients manage important documents, financial or otherwise. If you decide to do this, you may want to wait until your client’s first review meeting appointment so you can pre-fill it with their updated financial plan report, first performance report, and other items.

Don’t forget to encourage your clients to bring it with them at least annually so you can help them keep it up to date. An organizer is valuable only to the extent that it’s maintained regularly, and then it’s worth its weight in gold should a client become incapacitated unexpectedly.

What about gifts? You may want to send a simple, but meaningful gift to celebrate their becoming a client but be careful not to overdo it. Remember, you’re expressing your appreciation, not rewarding them for becoming a client.

Congratulations on your new client.  Time to welcome them to your practice.

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