Four Ways to Reassure Clients During Turbulent Markets
Asset bubbles, debt crises, political uncertainty, economic woes. These are just a few of the challenges that have spurred volatility in the financial markets over the years, including the precipitous drop in stocks in August 2015. Retirees and pre-retirees may be especially concerned about how market downturns will affect their retirement savings.
During times like these, it’s critical to reassure clients. Communicating during turbulent times will help you retain clients and could lead to additional referrals. It will also give you an advantage over robo-advisors because clients will value the personal attention and communication from a trusted advisor.
If clients don’t hear from you, they could get nervous and make sudden financial decisions. Likewise, if they aren’t confident in their investment strategies, they may be open to finding a new financial advisor.
Here are four ways you can reassure your clients during turbulent times.
1. Call Your Clients
The personal touch of calling your clients increases loyalty. It is an opportunity for you to reassure them not only with your words but by the tone of your voice. Another benefit is that clients can ask you questions and receive immediate answers.
Start by reaching out to your most valued clients, then focus on clients who are likely to be concerned about swings in the market, and then follow up with your remaining clients.
2. Send an Email
Email is the most time- and cost-efficient form of communicating with multiple clients at once. If you use an email marketing provider, find out whether it provides an educational piece that is designed to calm clients during periods of market turbulence.
Keep in mind that sending a custom email written by you or your staff can be time-consuming and may raise compliance concerns. A professionally written piece that has been FINRA reviewed and approved by compliance is ideal. Consider supplementing the content with a personal note.
3. Send a Newsletter
Hopefully, you are sending an educational newsletter to clients as part of your client retention strategy. Ask your newsletter provider for timely articles or market summaries that can be shared with your clients soon after market events occur.
If you create your own newsletter, be sure to include content that speaks to market turbulence in the next issue. Content should comfort worried readers and offer sound financial guidance.
4. Offer a Seminar
Consider presenting a seminar to clients and prospects who are looking for strategies to protect their portfolios from market volatility.
Look for a professionally written and designed seminar that is FINRA reviewed. The seminar should promote ways to mitigate the impact of market fluctuations, as well as fundamental investment strategies such as asset allocation, diversification, and dollar-cost averaging.
Reassuring clients and prospects through turbulent times should be part of your long-term communication strategy. It’s important to put a plan in place to communicate with clients and help them prepare for future market volatility.