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The secret sauce that turns clients into advocates is the Business Friendship.
Financial advisor Lester Matlock’s unique philosophy, combined with a distinctive twist of helping clients fulfill their bucket list items, has propelled his practice to enviable success.
The Birth of the Bucket List Idea
Lester’s journey towards integrating his clients’ bucket lists into his client relationship strategy began from a personal standpoint. Recognizing how personal dreams and goals often remain unfulfilled due to financial constraints or lack of encouragement, he drew a parallel with his profession. As financial advisors, the impact they have on the lives of their clients goes beyond just managing assets — it’s about realizing dreams. Thus, emerged the concept of the bucket list campaign.
One of Lester’s bucket list items was to tend bar. He always wanted to try it.
So, following a suggestion from his wife, Lester organized a client appreciation event where he bartended and interacted with his clients in an informal setting.
He encouraged attendees to write their bucket list items on a chalkboard, infusing the event with an atmosphere of candid sharing and excitement for future adventures. This became the stepping stone towards Lester understanding and deeply connecting with his clients’ personal aspirations.
Now, a running theme through many of his client relationships is, “What’s on your bucket list?” Lester encourages, makes connections, and ensures they set money aside when appropriate.
Listen to the full interview with Lester.
The Cruise: An Inspiring Bucket List Success Story
One particularly poignant story that Lester shared with me involves a client who struggled with an estranged relationship with her siblings – due to fighting over their inheritance.
In their consultations, this client expressed her deep regret over the rift in her family. Recognizing the significance of this issue, Lester suggested adding reconciliation with her siblings to her bucket list. The client decided to take a bold step — organizing a siblings-only cruise to mend the broken ties.
Lester’s support was instrumental in this endeavor, not just by providing financial advice but by offering emotional encouragement as well. The cruise turned out to be a triumph, allowing the client to reconnect with her siblings in a relaxed and fun environment. The experience healed old wounds and cemented Lester’s role in her life beyond just serving as her financial advisor to a trusted friend and confidante.
Creating Lasting Memorable
Building on the success of the bucket list campaign, Lester broadened his scope by organizing unique experiences that aligned with his clients’ bucket list items.
One notable event was a European riverboat cruise, attended by 18 clients and their friends. This was a great vacation for all attendees and provided an informal setting for Lester to build deeper connections with his clients. The highlight of this event was a prospect who ending up transferring his $3,000,000 account to Lester, showcasing the business potential of fostering authentic relationships.
The secret sauce that turns clients into advocates is the Business Friendship.
Listen to the full interview with Lester.
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Lester’s Approach to Personalized Client Interaction
What makes Lester’s strategy notable is his emphasis on personalized touches. An integral part of his practice is building and maintaining business friendships, sending birthday cards, flowers, and making personal calls to clients weekly. These small gestures go a long way in reinforcing his commitment to his clients’ well-being, ensuring they feel valued and appreciated.
Additionally, Lester uses brief, personal cell phone messages to let his clients know they are in his thoughts. This continuous engagement not only keeps the lines of communication open but also builds a strong emotional bond with his clients.
The Impact of Intentional Congruence and Serving a Niche Market
Fundamentally, Lester’s success hinges on intentional congruence — aligning his business philosophy with his actions. By serving a niche market, especially clients connected to the medical university where he serves on the board, he has built a reputation for addressing the specific needs and aspirations of his clients. This focused approach enables him to foster deeper relationships, thereby creating business friendships that extend beyond transactional interactions.
The net result of this is client loyalty and a steady flow of referrals and introductions.
The Power of Dreams and Business Friendships
Lester’s approach to financial advising exemplifies the profound impact of connecting with clients on a personal level. By integrating the bucket list campaign into his practice, he has not only helped clients achieve their personal dreams but also built lasting business friendships.
Whether it’s organizing personalized events or providing emotional support for estranged familial relationships, Lester’s strategy demonstrates that financial advising can transcend its traditional boundaries. It becomes not just about managing wealth, but about enriching lives and making dreams come true.