Today’s affluent investors want to know their financial advisors personally. Getting social with them not only serves that purpose, but it puts an advisor in the position to get personally introduced into their spheres of influence. Monthly themes are a rainmaker’s paradise.
Here are four basic requirements to getting started:
1. Frequency – We recommend monthly events, rather than quarterly. Elite
advisors understand that the more non-business face time they spend with affluent clients and centers of influence, the more opportunities they encounter. This runs the gamut from getting introduced to an affluent potential client or referral partner, uncovering additional assets and sourcing names for future introductions, to discovering personal information about an existing client that leads to a
2. No excuses – The best intention without discipline is a fool’s game. Many advisors find themselves pulled off track for one reason or another. You can’t allow yourself to get distracted—whether it’s a busy time in the office, personal issues or the holidays.
3. Know your affluent clients – Make sure your social calendar speaks to the passions and interests of your affluent clients. Don’t merely plug people into random events to have warm bodies, and don’t attend social events at random. Every social move should have strategic intent—a game plan. Carefully take inventory of what your affluent clients and COIs enjoy doing in their free time. For instance, if you have a handful of affluent clients that love cycling, organize a social cycling event in May for National Bike Month. Enjoy a nice group ride together and lunch afterwards. One of the financial advisors we coach organized a nutritionist to deliver a small workshop on the best way to fuel up post-
ride—a big hit.
4. Schedule in advance – Financial advisors who “wing it” rarely maximize their potential in affluent social circles. Your social calendar needs to be well planned and scheduled in advance, not thrown together at the last minute. If you haven’t attended to this yet, the year is still young. At a minimum, plan your social calendar for the upcoming quarter. Once you’ve determined your themes, you can delegate the details of your event calendar to a junior advisor and bring it up at team meetings.
Themed Events by Month
If you have yet to hold a social event this year, you can use the guide below for the rest of the year.
- St. Patrick’s Day
- NCAA Final Four
- Earth Day: April 22
- Mother’s Day
- Cinco de Mayo
- National Bike Month (Cycling)
- Horse Races
- National Pet Month
- Summer Solstice
- World Oceans Day: June 8
- Father’s Day
- Independence Day
- National Picnic Month
- National Culinary Arts Month
- National Grilling Month
- National Ice Cream Month
- National Family Meals Month
- Better Breakfast Month
- California Wine Month
- National Grandparents Day: Sept. 7
- National Book Month
- Breast Cancer Awareness Month
- National Seafood Month
- Spinach Lovers Month
- Vegetarian Awareness Month
- National Diabetes Month
- America Recycles Day: November 15
I’d love to hear about “themed’ events that have worked for you. Let us know in the comment box below.