With the holiday season in full swing, you may be busy purchasing presents or shuttling between different parties, but there’s one very special group to be thinking about: your clients. If you aren’t already incorporating some sort of client appreciation as part of your holiday giving, now is the time to start. Whether it’s a wrapped gift or a personal experience, client appreciation gestures demonstrate the importance of your relationship and reinforce connection.
There are several ways you can break up your gifting strategies. Look to your book to determine what’s most appropriate or combine multiple avenues to create the right approach.
- By service model: You may choose to have different gifts or experiences for your specific tiers. While your A clients may receive a higher-end gift or be invited to a private event, all gifts should maintain a personal touch.
- By niche groups: Does your book have different interest patterns or professional traits? This can be a useful holiday giving guide. If you serve a lot of travel enthusiasts, perhaps you plan a dinner event focused around the cuisine of a particular country or region. If your clients are in a particular field, you may choose a gift that’s helpful in their day-to-day lives.
- By location: If you have clients in a different city, or that you tend to work with remotely, give them something they can’t necessarily find where they are. Examples include local food items, wine or beer, or event tickets. On the flip side, if you have a client who recently moved to where you are, you may choose something from their former home to gift and demonstrate your level of care.
These strategies can be applied at scale; if you’re able, you can always take a personal gifting approach for each client (depending on time and resources). FINRA maintains limits on how much you can gift to a client in a given year, so be sure to check your budget before you send.
If you haven’t already, start your holiday giving today to ensure any mailed items get to your clients by the end of the year. Click here for some additional gifting ideas.
Springboard into 2019
The end of the year is typically a time for both reflection and planning ahead—it’s the perfect moment for you to be top of mind. Through your holiday giving, you can provide a subtle nudge to your services and value, and remind clients to think about their financial goals (and schedule their next appointment).
While people tend to be in the giving spirit come the end of the year, you don’t have to limit giving to just this season. Your service model should incorporate various gifting or client appreciation touchpoints to continuously reinforce your value and personal relationship. As noted above, you will have to remain aware of how your gifting strategy adheres to FINRA’s gifting regulations and develop a year-round strategy that keeps you in compliance, while still demonstrating care to clients. Even personal touches like a handwritten card or bouquet of flowers can go a long way.
How do you show appreciation for your clients?
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About Summit Brokerage Services, Inc.
Summit Brokerage Services is part of Cetera Financial Group. Summit Brokerage provides a broad range of securities brokerage and investment services to primarily individual investors. Summit Brokerage also sells insurance products, predominantly fixed and variable annuities and life insurance through its subsidiary, SBS Insurance Agency of Florida. Summit Brokerage also provides asset management services through its investment advisor, Summit Financial Group, Inc.
About Cetera Financial Group
Cetera Financial Group (Cetera®) is a leading network of independent firms empowering the delivery of professional financial advice to individuals, families and company retirement plans across the country through trusted financial advisors and financial institutions. Cetera is the second-largest independent financial advisor network in the nation by number of advisors, as well as a leading service provider to the investment programs of banks and credit unions.
Through its multiple distinct firms, Cetera offers independent and institutions-based advisors the benefits of a large, established broker-dealer and registered investment adviser, while serving advisors and institutions in a way that is customized to their needs and aspirations. Advisor support resources offered through Cetera include award-winning wealth management and advisory platforms, comprehensive broker-dealer and registered investment adviser services, practice management support and innovative technology. For more information, visit cetera.com.
“Cetera Financial Group” refers to the network of independent firms encompassing, among others, Cetera Advisors, Cetera Advisor Networks, Cetera Investment Services (marketed as Cetera Financial Institutions), Cetera Financial Specialists, First Allied Securities and Summit Brokerage Services. All firms are members FINRA/SIPC.
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