The importance of a contact strategy for financial advisers

By Helen Fisher on December 6, 2018

A clear plan will help you build your client base.

What is a contact strategy?

A contact strategy is a documented plan that outlines the who, what, when and how of your communications with potential financial clients. It doesn’t need to be overly complicated but it should be robust, consistent and easy to follow.

Why are they important for financial advisers?

It’s important to have a clear plan for how you will speak to your potential and existing clients for any business. For financial advisers, building a contact strategy tailored to your business and clients is key to contacting and converting business.

When creating a contact strategy you should cover the following:

  • Who will be contacting the client?
  • What will they say to them?
  • When will they contact them?
  • How will they do it?

Who is getting in contact with the client?

Depending on the size of your business you might have a person or team who are in charge of contacting client enquiries. Alternatively, you might contact them yourself. Either way it’s important to know who is responsible for this so that any potential new clients are spoken to quickly and a relationship is established.

What is being communicated to them?

Knowing who is going to contact potential clients is just the beginning. You’ll also need to know what you are going to tell them when you get in touch.

A good contact strategy will take the client through a journey, starting with introducing them to the business and providing information about your services before moving through to finding out about their needs and booking an appointment.

Topics you’ll want to include are:

  • The company’s name, your name and your job role.
  • The reason you are contacting them.
  • Information about the services you can provide for them.
  • What an initial meeting includes.

Be careful not to overwhelm potential clients with information and use clear and concise language that lets them know about your expertise without confusing them with too much detail. Lead Tech always recommends that our financial advice partners offer a free, no obligation initial consultation so you can show them the benefits of taking advice.

When are you trying to communicate with them?

Next you’ll want to agree when and how often you will contact an enquiry.

For example, you might decide to contact them straight away, following up with two further calls that day at selected intervals to make sure you get in touch.

Speaking to them when they ready to talk to you helps to build a foundation of trust. Leaving it too long or getting in contact outside of times they are available leaves you at risk of losing a potential client to someone more organised.

Lead Tech has a recommended contact strategy that we know gets results from our financial advice leads. We are able to share this strategy as part of our dedicated Partner Success Programme.

How are they being contacted?

An effective contact strategy doesn’t rely on just one method of communication.

The use of email, SMS and voicemail, as well as phone, will have a positive impact on your ability to contact and convert a lead.

Contact strategy training with Lead Tech

Lead Tech believes you get better results when you have the training and support you need. That’s why our partner success team are there when you need them, providing training on important conversion tactics, including creating and using a contact strategy. We’ll work with you to understand your business and tailor our training to meet your needs.

Looking for clients to expand your network? Email or call 01943 462 551 to find out how we can grow your business.

Grow your business with Lead Tech

Lead Tech provides high-quality leads for the financial advice, equity release, retirement and private medical insurance markets.