Financial Advisors Handholding Strategy

by Bill Good Marketing on August 6, 2011

Handholding Strategy

The Bill Good Marketing “Hand Holding Strategy” goes back to August 1998 when the market took a dive and phones of our clients lit up. That’s when I realized this truth:

Where there is alarming news, your clients need to hear from you quickly. For good measure, send the same the same material prospects. Odds are, your prospects will hear from you before they hear from their advisors.

Handholding Procedure

People with an email address should receive an email that day. Everyone should receive a letter tomorrow. When the news is very alarming, the entire team gets on the phone.

U.S. Debt Downgrade

Certainly I do not know what will happen Monday morning. It is possible Thursday’s sell-off anticipated the bad news of the downgrade. Possibly the market will not again tank.

I certainly would not count on that. I would be spending the week-end getting ready.

Bill Good Marketing will be ready Monday morning.

I have a sample handholding message posted here.

Team Effort

If the market drops sails into negative territory, in addition to sending your clients your analysis, I would get your team on the phone.

Anyone who can read and speak is a message-giver on this project. They should get calling even before the letters and emails arrive.

To reach as many people as possible, your Team uses the scripts below to talk to a decision maker, leave a written message with anybody else who answers the phone, or record voice mail if that’s what they get.

Your Team has a copy of your calendar for the next while, with telephone appointments available at 10-minute intervals, possibly even 5-minute intervals. So if somebody wants to talk to you, your Team member either hands them over immediately or makes a telephone appointment for you. Talk to as many people as you can personally.

Handholding Scripts

To Voice Mail: Good (morning/afternoon)! This is ____________ in (FA-Name)’s office here with (Company). S/He wanted me to call you and tell you to expect a message soon outlining (his/her) views on what has been happening in the market. Please be on the lookout for it.

If you’re still concerned, please call. (FAFirstName) is trying to talk to as many people as possible and would be delighted to speak with you. You can reach us at (Company Phone)

To Decision-Maker: Good (morning/afternoon)! This is ____________ in (FAName)’s office here with (Company). S/He wanted me to call and tell you to expect a (letter/email) soon outlining (his/her) views on what has been happening in the market. If you’re concerned, I’ll be happy to set up a telephone appointment for you to talk with (him/her). (PAUSE)

APPT ASKED. Set one up; mark it on FA’s calendar.

NO APPT ASKED. Okay! Keep an eye out for (FAFirstName)’s (letter/email). Again, if you need us, please call.

(Decision-Maker Not In): This is __________ in (FAName)’s office. I have a message for (Decision-Maker). Can you write it down?

YES. Thanks! Here’s the message: Please expect an email soon from (FAFullName) about what is going on the financial markets. If you want to talk, please call (CompanyPhone).


Andrew Horowitz August 6, 2011 at 1:27 pm

Very helpful
Thank you!!

Bill Good Marketing August 6, 2011 at 1:56 pm

Andrew–You’re welcome.

Rhonda Ferguson August 9, 2011 at 2:37 pm

Thanks, Bill. We have mailed and emailed, and talked to everyone since Friday. Thanks. We couldn’t do it without Bill Good Marketing. You are the best!

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