It’s that time of year again! The holidays are just around the corner whic
h ignites the seasonal traditions of food, family, gifts, and (most of all) stress! The time between Thanksgiving and New Years Eve tends to generate a great deal of stress for many people. As if worrying about where great aunt Edna is going to sleep or how to cook a turkey dinner for twenty people isn’t enough, we have to try to find
some way to pay for all of these festivities and live to see another day.
Financial stress is one of the most difficult elements of the holiday season. As good financial advisors, you should see this as an opportunity to connect and make a positive impression on your clients and prospects.
We both know that you offer an array of services that would make the lives of all these eggnog induced shoppers easier, but if they won’t give you a second thought during the holidays, how can you reach out to them in a meaningful way? I suggest starting early in the season before everything gets into full swing. Here are a few ideas for making a lasting impression and building deeper relationships with clients and prospects.
- Holiday Blog and Social Media Posts: Create social media posts and blog posts that speak to the seasonal needs of your audience. Perhaps you can develop strategies for saving money during the holidays, gift ideas, or developing financial resolutions for the New Year.
- Personal Letter/Cards: Send out personal letters to clients that thank them for working with you and for their business. Be sure to keep this feeling personal and avoid anything that sounds like a sales pitch or an auto drafted letter. You can include some helpful financial information for the holiday season. Also send out cards to those whose contact information you have but are not your clients, but once again be sure not trying to sell, but just looking to extend them a greeting and wish them happy holidays.
- Gifts: For your larger clients or clients who have been a referral source, it’s a nice gesture to send them a gift, as large or small as you feel appropriate. If possible, try to make these gifts relate in some way to your services, but once again, don’t aim at a direct sell. Thank them
for their loyalty and support.
- Parties: Client appreciation holiday event? Why not? Extend invitations to the company holiday party, this will allow both clients and prospects to get to know your employees and start to develop relationships that will go deeper than just an initial sale. This is also the holiday season for your company as well, you and your employees should enjoy it and relax in preparation for all the business you will have come January.
- New Years Review: After the hustle and bustle has all died down, follow up with a newsletter to your clients and prospects recapping the past year and let them know you are excited about what is in store for the upcoming year. This is a good way to also show off some of your services that you offer to those prospects who do not yet know of all your offerings.
Making these efforts during the tumultuous times of the season is a nice, unobtrusive way to keep your name in front of your clients and prospects without creating any additional stress. Although some might not have utilized your services this holiday season, in the wake of the seasonal craze, they are likely to realize the importance and value of what you have to offer them and climb on board for the following year. Remember, you are, first and foremost, service providers and your primary goal is to make the lives of those around you better. Happy holidays!