Marketing Tips

Enormous Marketing Opportunities Immediately After the Sale


Ahhh…the sale is closed! The application is signed, the check is written, and the overnight package is on its way to the carrier. Your work is done, right? Of course not.

The most successful of financial professionals understand the enormous importance of using every opportunity possible to cultivate deeper relationships with their clients. One such opportunity presents itself the moment an application is taken.

By strategically planning how you’ll show appreciation to your clients, you enhance credibility, cultivate much deeper, longer-lasting relationships, and position yourself for a much greater likelihood of referrals and personal introductions for decades to come.

Here are some practical steps you can take:

First, celebrate your client’s decision! Be excited and encourage them to do the same. Consider taking them out for a meal to toast their decision and help them feel good about the direction they’ve just chosen.

Second, diffuse the typical ‘buyer’s remorse’ by framing the clients’ future given the decision they have just made. For example, if you’ve just run a dreamware™ analysis and helped a client improve their financial strategy - maybe by protecting a larger portion of their principal - casually remind them of the benefits of the change they’ve implemented. Clients want to feel good about the decisions they make – help them do so.

Don’t be afraid to ask clients why they ultimately purchased a product from you. Their responses will both reinforce the decisions they’ve made and provide you with incredibly valuable insight for use in appointments in the future. Use every sale to learn about the consumptive habits and psychology of the clients you serve.

Next, set the stage for any correspondence that clients may be receiving from your office or from a given carrier in the weeks ahead. You never want clients to be surprised or confused by a phone call they should receive or a piece of mail they should find in the mailbox. Take a moment to define these next steps, and as an added measure, let clients know you’ll be in touch by phone 3-4 weeks later for the sole purpose of checking in on them and addressing any questions that may have surfaced. (Obviously, clients should always be made to feel comfortable contacting you at any time should a question arise.)

Finally, send clients things! What should you send them? The answer here is simple. Send them what they like. This doesn’t mean that you break the budget on expensive gifts. It simply means you find some way – within the parameters of your budget – to show new clients that you recognize them as far more than ‘buying units’ and genuinely appreciate their business. An ounce of personalized attention here is worth a lifetime of memorable impressions. Consider simple gifts that could do this work for you – for example, a box of cigars for a client that fancies himself a connoisseur or a calling card for a couple that will soon leave for a European vacation. Just keep in mind, it’s not about the cost – it’s about the ‘touch’ and result it creates.

Channeling your resources into client relationship management is well worth your time and money. Never underestimate the power of every single touch, and don’t let another closing appointment pass without making the absolutely most of the opportunity!

For more information on creating a powerful client relationship management strategy, contact your Business Development Director today at (888) 807-9793!

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