7 ways to demonstrate your value

When the market soars, some clients think anyone could do your job. When it tanks, they think you stand frozen while charging them a fee to watch their assets shrink. How do you demonstrate your value to clients who can’t see it?

These seven strategies will show wary clients they’re getting their money’s worth.

#1: Make meaningful contacts

Research shows clients feel they get good service if they’re contacted 6 or more times annually. But they don’t consider birthday wishes or sales calls meaningful.

Strategy: Call clients about news stories related to their holdings, and do it as early in the day as you can. They’ll be comforted knowing you’re at your desk watching their investments.

Read: How to stake out prospects

#2: Portfolio reviews

Even if the market is volatile, clients respect you for being accountable. Reviews can also be a great asset-gathering tool.

Strategy: “You have holdings at (other firm). How did your quarterly portfolio review go? You haven’t had one since when? There are some investments I would like you to add…”

#3: Progress to goals

Get away from “beating the market,” and focus instead on the return needed to reach your clients’ goals. If they have a long-term timeframe the required return may not be too high.

Strategy: Use easy-to-understand charts and graphs to show where they stand, and demonstrate you see the big picture.

Read: Nine ways to generate new clients

#4: Highlight continuing education

Many professions require practitioners to keep current on recent developments. Put yourself in that league.

Strategy: “When you called I was away at a seminar. I’m studying for an additional professional certification…”

#5: Confidentiality

Reminding clients about the confidentiality of your relationship can be a great way to solicit referrals.

Strategy: “Your investments are doing quite well. If you’re happy working with me, you can tell anyone you want. I, on the other hand am bound by confidentiality. I can’t tell people how well you or doing, or even that you and I work together.”

#6: Take credit when it’s due

A manager in New Orleans shared this idea. Your client needs a copy of her statement because her accountant has a question. Once the task is completed, let her know who was involved and the steps taken.

Strategy: “It’s complete. After you called I asked my assistant, John, how to get this done. He called home office and was directed to Tim in the records department, who overnighted the statements to him. John faxed them to your accountant and sent you a copy for your records.”

Read: Private clubs and social prospecting

#7: Recommend publications and websites

Clients may do business with you because you have access to research and tools they don’t. Reinforce your value by mentioning some resources they can check out.

Strategy: “I find several publications help me keep abreast of the market. Thought you might be interested in a few titles…”