Practice Management: One-to-One Marketing

Prospecting for new clients is just one way to generate new business for a financial adviser. But have you considered your existing customers and whether you can increase the amount of business you do with them?

By building your client franchise you can also enjoy a better referral stream from your customers and ultimately undivided loyalty since no one wants to lose a good customer.

The idea is to move your customers up the ‘customer loyalty ladder.’ As you build and develop your customer relationships they should ultimately move in stages from ‘prospect’ to the ideal in partnering, ‘client franchise.’

This penultimate state is where you have exclusive commitment from a customer and they should never want to take their business away from you.