The holidays often add more to your plate as a financial advisor, year end reviews, RMD’s and last minute tax issues not to mention holiday gifting. You want your clients to know you care so you and your team may spend hours preparing and sending holiday cards that more than likely get lost in the shuffle, are almost meaningless and does little to inspire more business.
To suggest you do nothing for the holidays is like heresy but what if you cut way back on your holiday cards and instead sent a gift just to your top clients, a gift that immediately inspired more referrals? Generating the kinds of referrals that will make a substantial impact on your ability to get more business and build stronger client relationships?
I always loved gifting to my clients, to me they were my friends, I wanted them to know how much I appreciated them. My gifting strategies were focused on the moment they became a new client, the instant they sent me a referral and during the holidays. But I wasn’t one to just do something because it had always been done, my gifting needed to be smart creating a win win for both me and the clients. I always want to make sure that the time and energy I spend sending a gift is really making an impact, first for the client and secondly to help grow my business through referrals.
Your time and talents are too precious to be wasted on mindless activities that really don’t make a difference!
Here are three gift giving criteria that made my life easier, more purposeful and helped to grow my business:
- Does it say WOW? When your client receives the card or gift do they actually say WOW? If not think again
- Can it be leveraged? Is the gift something they can share with friends, family, co-workers or is it only something they will enjoy and experience in private?. While we want them to feel the appreciation behind the gift we also want them sharing you with everyone, even bragging about you and the relationship you share.
- Does it reflect YOU; Does the gift reflect your purpose, mission and message of your practice? In other words is it meaningful reminding them of how you want to have an impact on their life? This will reinforce your message and brand and create a more lasting impression.
Lastly, as we enter the holiday season clients are bombarded with cards, gifts and holiday events, will your gift or card be lost in the shuffle?
My final question for you is:
Is there a better time to give a gift of appreciation that will get more attention and create a greater impact?