Financial advisers are skilled at many things, but from time to time, they may need some help with gifts and acknowledgments for clients. With the holiday season — the chance to truly delight — upon us, you don’t want to miss the mark when shopping for these gift-giving occasions. Sending the same gift to all of your valued clients may seem like a good idea (check the box, task complete), but it tells people you were too busy to put in significant thought. So how can you move away from those company mousepads and send a genuine token of appreciation?
It’s important to capitalize on opportunities to deepen your relationships with clients and show them you’ve been listening to them throughout the year. Plus, the more creative your gifts are, the more likely you are to get talked about — which is essential to your business.
To help during this busy time of year, here are four gift-giving strategies that will leave a lasting impression on your clients.
Own the mantel. Try to think of gifts your client would enjoy showing to others, such as items that could be displayed on a mantel or table. These keepsakes could be anything from candles and ornaments to greenery and wreaths. Something highly visible (a centerpiece) will have more impact than something you put in a drawer (a bottle stopper).
Create an experience. Think of your clients and what they enjoy. Send a bibliophile a copy of their favorite book along with some gourmet tea and biscotti, and enclose a note that wishes them many enjoyable quiet hours over the holiday season. For movie lovers, think of holiday family classics or a movie your client loves, and add some microwave popcorn and theater box candy. Include a note about why you picked the flick for them, and you’ll create an experience they’ll remember, not just something they’ll open.
Get personal. If you enjoy giving wine or spirits, write a message (Cheers!) and your name on the label so your recipient remembers who gave them the bottle. And if there’s a story behind the wine you chose, by all means share it with your client! You could also give a book of delicious recipes and a whisk to someone who loves to cook, an animal shelter donation to a pet lover or a neck pillow to the frequent flyer. There are many ways to let clients know you’ve paid attention, and they don’t have to be expensive.
Leverage auctions and fundraisers. If you want to please clients who are active in a particular school or charity, donate to their cause without being asked. You could also go the extra mile and consider bidding for events or packages at auctions to use with clients down the road. One adviser I know won a winetasting dinner for eight at a popular restaurant. Not only was he thanked for being the highest bidder, but he later invited clients to join him at the dinner, doubling his impact.
Another adviser I know leverages a local church’s pie-baking fundraiser; she asks clients about their favorite pie, then orders accordingly. Each year, they’re thrilled to have a home-baked goodie for Thanksgiving!
There are countless ways to surprise and delight clients during this time of year — so consider skipping the classic fruit basket, and think of new, memorable ways to “wow” them. With a little bit of extra thought, you’re sure to find the perfect way to exceed expectations, move the relationship forward, and be the talk of the town over the holidays (and beyond). And that’s the gift that keeps on giving!
Kristine McManus serves as chief advisor growth officer at Commonwealth Financial Network.
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