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What can a human do that a robadvisor can’t? Use your creativity. The good old thank-you note is the default option after you meet a prospect.
Boring!
To turn your prospects’ heads, try these fun options to thank and impress them.
1. Thank you video from team
Create a personalized video staged like this.
Opening scene: Just you at your desk. “Mary, I wanted to tell you how much I appreciated you coming down to speak with me the other day. And I’m not the only one.”
Now camera broadens to wide angle shot of the team holding up a sign that says, “Way to go, Mary!” and cheering loudly. Someone throws confetti.
Then back to you: You smile and say, “Mary, from all of us at Blah Blah Financial, we’re excited to work together. Let me know if you have any questions on the paperwork.
Instead of merely saying that you’re excited about them, you are actually showing them. Seeing is believing and genuine enthusiasm is contagious.
2. Send them a referral
To outcompete the robos, keep in mind that no algorithm has personal relationship to pony up. It’s a computer and you’re a person – so open that Rolodex!
Example: “Jed, after our talk about your estate plan the other day, it occurred to me that your hairstyling business would probably be a great keynote topic at the Entrepreneurs’ Forum this winter. I’m cc-ing Betty, a friend of mine who coordinates speakers for the event. Good luck!
3. Social media shout out
Snap a picture of you and the prospect and (with their permission) post it to social media. Include an inspiring note and tag.
Example: “So appreciative to have connected today with Gladys, the owner of Trucks by Gladys. The next time you’re moving apartments, give her a call!”
This is especially useful if you work with business owners. Who wouldn’t appreciate the free advertising?
4. Sent them a cool book
Now before you advisors get all excited about sending your book about Roth 401(k) options to your prospects, let me stop you right there.
By “cool book,” I mean a book related to a hobby or interest of theirs and how it relates to finance. For example, if they mention they ride motorcycles, send them a book about the financial history of Harley Davidson.
Sending them a copy of an investments book you wrote is like giving them a salad. Healthy but not too appetizing. T get their motor revving, send them a juicy rib-eye or slice of Moche fudge cake instead.
Make this about them, not you. And find a clever way to relate it back to finance.
5. Telegram
Why not?
Even better, make it a singing telegram. How many times have you ever been the recipient of a totally unexpected serenade? The shock element is well worth the price.
Be careful, however, as these do tend to be on the pricier end of the range. Many advisors have a gift price limit of $100 or so – caveat emptor.
6. Foreign language thank you card
It’s so charming to speak to someone in their native language. The good thing is that you don’t have to be a speaker yourself; Greeting Card Universe, for example, provides thank you cards printed in German.
Danke!
Sara’s upshot
Creative thank-you messages take more time and a small financial commitment, but the vibe you will send is infectious. Few advisors take the time to do this, and that is exactly why you should. This is one example of how to set you brand apart and establish a reason why your services warrant their price.
Sara Grillo, CFA, is a top financial writer with a focus on marketing and branding for investment management, financial planning, and RIA firms. Prior to launching her own firm, she was a financial advisor and worked at Lehman Brothers. Sara graduated from Harvard with a degree in English literature and has an MBA from NYU Stern in quantitative finance.
Read more articles by Sara Grillo
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives
