Simplify Surprising & Delighting Clients


I keep seeing advice saying advisors need to continually “surprise and delight” their clients. What does that look like? How can you possibly do that when you already have a highly demanding workload? Surprising and delighting your clients doesn’t require elaborate productions and might be much simpler than you imagine.

  • Let your clients know they matter to you. That might mean simply completing a task or emailing them information, like you said you would. It might mean occasionally sending them an article related to a hobby, a trip, a family situation, or some other interest you know they have.
  • Systematize your outreach. Keep CRM notes about milestone dates that are worth acknowledging – like a 25th or 50th wedding anniversary, or the birth of a child or grandchild – and send something simple, yet meaningful, at the appropriate time. Also, keep track of what you have sent them and when.
  • Don’t go overboard. Your clients are not going to get bored with you or stop working with you because you don’t put on a Cirque-du-Soleil event for them every time you have a meeting together.

Related: Why You Should Never Provide Financial Plans for Free