As advisers and clients continue to work remotely in many parts of the country, trends that started in March persist. The pandemic is causing a paradigm shift, and advisers who reenvision their practices now can position themselves for future success.
Let’s look at client events as an example. Whether it’s a big holiday party or an intimate dinner, most advisers host some type of gathering throughout the year. Socializing with clients is a proven way to enhance relationships and is often a great source of referrals, particularly when clients bring friends along.
In our new virtual world, few advisers are hosting dinners or wine tastings, and even fewer clients want to attend; instead, advisers are planning unique, scalable events that are deepening relationships in surprising ways — and, most important, getting clients talking about them. Below are a few examples and suggestions to get your creative juices flowing.
One adviser’s friend is a professional chef whose restaurant closed. The adviser developed the idea of a virtual cooking class, which turned into an enormously successful event. He had aprons printed with his logo (and a food quote) and sent them to his guests along with the invitation. He also included a list of ingredients and where to purchase them. Lastly, the adviser told clients he’d be happy to welcome their friends, too. Not only did all invitees attend, five clients asked to have friends involved. Because it was all done via Zoom, it was easy for the adviser to accommodate more guests — at no extra expense. And, as a kicker, clients have asked to do it again!
It’s worth noting that all guests came to the cooking class prepared to be pleased. Everyone knew why they weren’t together in person. They appreciated the cooking class as a welcome