Back-to-school took on a whole new meaning this year, and just as families are starting to settle back into something resembling normal, we’re being greeted with friendly reminders that the holidays are fast approaching. Everyone has weathered a series of storms since the start of the pandemic, and more people recognize how grateful they are for the things that matter most to them.
As a financial advisor, the loyalty and support of your clients pays the bills, helps you build your own personal wealth, and allows you to enjoy the lifestyle you’ve created. Now is the perfect time to let them know how much you appreciate their business.
Here are a few ways that advisors can show their clients that they care this holiday season.
Send a holiday card
Sending a holiday card in the mail is a time-tested way to share holiday cheer, but one that far too many businesses have abandoned. Good old-fashioned snail mail is a welcome surprise in the digital age, especially if it includes a personal touch.
If your business is small and you know the families you service, send them one of your own family holiday cards. You know their family, so why shouldn’t they get to know yours?
Generic cards will just get added to their growing pile, so deliver a unique experience by having a designer create a custom card just for your firm. Have the design easily printed from a site like printforless.com or gotprint.com. But, if you don’t have the time or resources to do something unique, just remember to hand sign it and ask your staff to do so as well.
If you don’t want your card to get lost in the stacks of holiday mail, consider sending a Thanksgiving or New Year greeting. Not only will it stand out from the crowd, but this also allows you to be sensitive to and respect a variety of holiday traditions.
You could also send a company year-end newsletter in the mail. Use it as an opportunity to recap the past year in the markets at your firm, and developments in your personal life when appropriate. Include your thoughts on the upcoming year and any firm enhancements that are in the works.
Holiday gift giving
If it’s within your budget, holiday gifts are a great way to show clients that you care. Having a CRM in place with thorough notes will help you know exactly what to get your top clients and what to avoid.
It doesn’t have to be extravagant; people appreciate small but thoughtful gifts, such as cookies from a local bakery, candy from a neighborhood chocolate maker, a gift card to a popular coffee or ice cream shop, or a charcuterie gift basket.
Give them something that will make the holidays go a little easier, like gift-wrapping services, meal kit delivery, or laundry service. Major cities offer tons of convenience services through popular apps, or you can ask your favorite small-town service business if they sell gift cards.
Make a holiday gift donation to a favorite charity or cause. It could be something of your choosing or an organization you know your clients support – either ask your clients to vote on one generous donation from the firm, or reach out to each of them saying that you’d like to give a small donation in their name to a charity of their choice. This could be of more value to your clients than any gift you could give them.
Holiday parties and events
Everyone is looking to break away from boredom and add more fun to their calendar these days. While many are still hesitant to gather in person, you may feel comfortable hosting a small gathering, such as a wine and cheese evening, with safety measures in place, or an outdoor party in warmer climates.
Venues are opened back up and welcoming guests. You could host a family fun outing at a local arcade, bowling alley, TopGolf, or an evening at the theater, art gallery, or fine dining restaurant.
If you would rather be more cautious, virtual events have come a long way. More than just a meeting platform, companies are using Zoom and other virtual meeting platforms to host festive virtual gatherings, complete with performers, comedians, and magicians. Another alternative would be to host a virtual experience, such as a trivia night, whodunnit mystery game, or cooking class.
Holiday parties and events are a good way to let your clients get to know you on a more personal level. Have fun and encourage them to as well!
Have a happy holiday season
Don’t leave client appreciation planning to the last minute. Your clients are the reason your business exists; making sure they know you value them will contribute to their cheer during this hectic but special time of year. Start now, and the holiday season will go smoothly with each client knowing you care.
Are you a financial advisor looking to engage with your current clients and build on these long-term relationships??
Contact us at Crystal Marketing Solutions to see how we can help.