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December is stressful. The nonstop Christmas films might imply otherwise, but there are not enough hours in the day to get everything done. Advisors face a paradox. As their advisor, you want to stay top of mind, yet don’t want them to feel you are one more voice trying to sell them something. How can you manage this balancing act?
Why are clients stressed? If they have a job like yours, they are trying to hit their numbers before year end. Their clients are stressed with the pre-Christmas rush. They don’t want to be buying what the caller is selling. “Let’s put off making a decision until after New Years” is a common reply. See, you aren’t the only one at the receiving end. If they aren’t in a job with sales goals, they are covering for absent co-workers taking time off. If they aren’t working, they might be present shopping, tree decorating or any of a dozen other tasks that need to be done by December 25th.
You want to get in touch while not pushing business or adding to their “to do” list. Here are seven reasons you can make the call.
1. You will be at your desk through year end. Many clients might put their mind into cruise control during December. They go into the office, but it’s more of a party atmosphere. Clients might assume you do the same. You can explain plenty of investment and tax related stuff have December 31st deadlines. Some people put things off until the last moment. You come to work so they get the support they need.
Message heard: If (client) is one of those people who wait until the last moment, you are here to help.
2. Will they be vacationing over the holidays? Some people take holiday cruises. Others fly to warmer climes, like a Caribbean resort. Others might celebrate the holidays in Europe. Where are they going? People love to talk about travel. Dio they know the currency exchange rate? You have this information at your fingertips.
Message heard: My advisor knows when I will be away. Maybe I should leave contact information in case something really needs attention.
3. You sent something. Our advisor always sends chocolate truffles at Christmas. It’s a tradition. We look forward to it. You can let them know a package is on the way. When is it scheduled to arrive?
Message heard: My advisor appreciates my business. They send gifts at Christmas.
4. Your office is having a holiday open house. Ideally this is done on a peak shopping night or a Saturday before Christmas. You might have parking clients can use when they shop. Your office might be setting out hot chocolate and apple cider. If shopping becomes too stressful, here is someplace we can relax and unwind.
Message heard: She has invited us to something over the holidays. Maybe we should invite her to our Christmas party.
5. Let’s pick a January date for your annual review. You aren’t selling anything on this call. You are setting up a meeting to discuss performance after the holidays are behind us. As everyone starts thinking about New Year resolutions, these dates are on the calendar.
Message heard: My advisor is thinking ahead. They are proactive.
6. Did you get my year end checklist? There are many tax or investment related tasks with a December 31st deadline. You don’t want clients to miss the deadline. Clients don’t want to have one more task put on their shoulders as they prepare for Christmas. If you send them a checklist, they can review what needs to be done, setting the timetable themselves.
Message heard: Most of these items don’t apply to me, but at least I know what they are. I can get something done if necessary, as long as I call my advisor before year end.
7. Your vacation plans (and who is covering): Maybe you are going away. You are taking a Christmas cruise. Telling your clients gives them advance notice in case something does need to be done. You are letting them know who will be covering in your absence and how to reach them.
Message heard: Their advisor is taking a well-deserved vacation. They are proactive, letting me know in case something needs to get done.
All of these are “soft calls.” You are not adding to their stress. All of these calls have the potential for the client to say: “I am glad you called” or “I was meaning to call you.” Then they tell you about the money coming their way!
Related: Selling Integrity as a Benefit (Without Mentioning Integrity)