Client Appreciation Events

In the financial services business, we can all agree that the client is one of our most valuable assets. Now, I said “client” and not customer. Let me explain the difference in these two groups as I see them. 

We make transactional sales to people looking for just one thing. It could be the lowest cost term insurance or the highest paying MYGAs - we all know when we get that feeling that this is going to be it. So, we treat that “customer” with the dignity and respect that they are deserving of, providing top notch service. We continue to drip on the them with helpful information and contact them at least once per year for a phone review. We cross our fingers for the time when that person wants another product. But the client is different. Let’s explore…

The client is one that had enough faith in you to do a proper fact find and then agreed that a solution was necessary for the challenges they identified and was open to looking at your solution. We now have a “consultative” relationship as opposed to a “transactional” relationship when they purchase from us. These are also the best source for referred leads. As you know, there is no better lead than the referred lead. But, that comes with mutual trust. 

Let me get back to the client appreciation event, how this can transform your business, and give you the best and most economical leads.

Okay, let’s make this simple.

1. Invite your clients to an annual client appreciation event at a restaurant.
2. Keep it at 45 minutes.
3. Give them an update on the financial world, interest rates, new products, etc.
4. Have quality wine, cheese, and appetizers.
5. Encourage them to bring their family members.
6. Tell them the requested entry fee is that the bring a couple, or single, that might have an interest in the services that you are providing them.
7. See if you can work a deal with the restaurant and get a buy one entrée and get one free.

This is great chance for your guests to socialize. And, your only cost is the wine and appetizers. You will have provided the attendees with handouts and an offer for a complimentary, no obligation meeting with the new guests. A card requesting that meeting should be provided in the folder you give them.

Fellow advisors, I have done these and they work. It is the right thing to do for your clients, you will meet your clients next generation and new prospects, and the payout can be drastically worth the low cost. Need more sales tips? Schedule your no obligation meeting with one of our marketing consultant.

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​Until next time… good selling!
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Raymond J. Ohlson
Founder & Retired CEO
Ohlson Group
​1-877-844-0900