11 Phrases that Make Clients Feel Important

By Bryce Sanders

January 2022

Suppose another advisor asked your client: “Does your advisor consider you an important client?”

What would they say? Hopefully the answer is yes.

Check below for several ways to get that message across.

1. “I will handle your account personally.”

I’ve often wondered how sole practitioners compete against advisor teams. Then I met an insurance agent with a great expression. “If you become my client, I will handle your account personally.” The unspoken (or possibly spoken) part is; “I won’t hand you off to another team member.

I’m important because:My advisor is my primary point of contact.

2. Know their goals.

They want to educate their grandchildren or retire early. When you deliver portfolio reviews, you always circle back to what’s important to their goals. It shows you remember “why” they invest.

I’m important because:My advisor knows what’s important to me and always ties it into my reviews.

3. “You’ve seen the recent market volatility.”

You anticipate their call. Something happened in the market. There was a steep, sudden drop. It’s all over the TV news. You call them before they call you.

I’m important because:My advisor can literally read my mind. When something’s bothering me, she calls me before I can even pick up the phone.

4. "I saw something you should see."

You clip articles from major newspapers, sending them with a note: “Thought you might like to see this article.” Although there might be many copies of The Wall Street Journal in your office, your client assumes you have only one copy and selected them, out of all your clients, to be the recipient. Clipped articles make a bigger impact than emailing an article link.

I’m important because:My advisor knows what I own. I know because if a major news story breaks, they’ve clipped the article and sent the details.

5. “I met an expert. I asked a question on your behalf.”

You attended a conference featuring a renowned speaker talking about interest rates. You know clients are concerned. You’ve heard their questions. You raise your hand, take the microphone and ask a question from the floor.

I’m important because:My advisor knows I’m concerned about interest rates. He saw a retired Federal Reserve governor and raised my questions.

6. "Happy birthday!"

You send birthday and anniversary cards. As we get older, fewer and fewer people honor the occasion.

I’m important because:She remembers details. I always get a card and call on my birthday. She isn’t trying to sell me anything.

7. "I got you something."

Give a gift they will keep and display. I visited a philanthropist friend in his Florida house. I admired a series of several excellent photographs of birds he had in his study. “They were a gift from my financial advisor,” he said.

I’m important because:My advisor gave me this great gift. Wasn’t he thoughtful? I look at them all the time.

8. "How did your mom's surgery go?"

Remember the little details. You know when someone has been in the hospital. You ask about them. If they had a cold, you follow up to confirm they have recovered. Their son sat for the bar exam. You ask how it turned out.

I’m important because:My advisor knows what’s important to me and what keeps me awake at night.

9. "I hope you can attend."

You hold recognition events. You invite your best clients. You confirm they got the invitation.

I’m important because:My advisor is always inviting us to lots of exclusive events.

10. "Want to come over for dinner?"

When clients become friends, some advisors invite them into their home, introduce their children and deepen the relationship.

I’m important because:My advisor’s family and our family are close friends.

11. "You are an important client."

Sometimes, the easiest way to let them know they are an important client is by reminding them from time to time.

I’m important because:My advisor tells me all the time.

When clients feel they are important, they feel you are acting in their best interests and building a long term relationship. That builds loyalty.

Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor,” is available on Amazon.

The original version of this story was published onThinkAdvisor.