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Five Steps for Capitalizing on the Holidays

This is the perfect season for relationship management.

What if I was to tell you that your actions between now and January 1, 2019 will have a major impact on your 2019 new AUM numbers?  

Financial advisors have been trained to focus on Q4 as the time to make their production numbers. As a result, advisors who are behind their annual targets tend to work feverishly to make it a “good” year. More often than not, this feverish work isn’t directed at acquiring new clients. Rather, it’s about extracting more revenue from existing clients: the short-term, which is pervasive in the world of financial services.

You won’t find an elite advisor operating in this mode. Oh yes, they’ll be working feverishly, but their focus will be on capitalizing on the marketing value of the holidays. They understand that it’s the perfect season for getting their relationship management-relationship marketing nexus operating at full throttle. 

We’re now thrust into the December holidays. December is an extremely festive month for most people, and for this reason it’s important to approach this time of year very strategically. 

The law of reciprocity kicks into high gear during the holiday season, which means that by applying yourself to these five steps, you’ll be getting invited to the social events of clients, COIs and prospects. 

It doesn’t get much better for strengthening emotional connections with top clients and COIs, making connections with affluent prospects, and filling your holiday cheer with what will be a major impact on your AUM numbers.

Matt Oechsli is author of Building a Successful 21st Century Financial Practice: Attracting, Servicing & Retaining Affluent

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