Communicating With Clients During the Holiday Season: Start Now!
As a financial services professional, you know that the holiday season is a busy time of year. Your clients are probably more focused on their families and taking time off, not worrying about their finances or business needs. For some, the holiday season also brings challenges, such as those who have lost loved ones or are experiencing a difficult time in their personal lives.
However, the busyness of this time of year doesn’t mean you should go dark between the months of November and January. Instead, look for creative ways to stay in touch with clients that feel personal and meaningful without feeling overbearing. Explore our tips for keeping the line of communication open during the holiday season.
Be Intentional With Timing
If you wait too long to start communicating with clients, you might miss those who are taking time away from the office or get wrapped up in other responsibilities. Use these helpful hints to be more intentional in your holiday communications with clients.
Don’t Get Caught in the December Flurry
December is one of the busiest months of the year, and people receive a lot of communication from their various contacts. Medical offices, lawyers, and other professionals and organizations often send holiday-themed cards and greetings during the month of December. Do what you can to stand out and avoid getting caught in the December flurry.
One way to stand out is to send something Thanksgiving-themed instead of themed around Christmas. You could send a tasty pie for your client to enjoy with their family. Another idea is to send a message that aligns with the theme of giving thanks, such as a card that expresses appreciation for them as your client. You might also consider sending a wreath or another holiday decoration that could remind the client of you and your thoughtfulness throughout the season.
If you don’t want to express appreciation before the December flurry begins (or you don’t get around to sending gifts early enough), you can shift your plans and send out well wishes in advance of the new year.
Plan Ahead
If you want to give customized gifts, it’s even more important to plan ahead. We’ve all learned that manufacturing processes are taking longer than ever, and the holidays usually extend those times. Start your process in October or early November to beat the rush and send your gifts or cards in time. If you’re not sure when to begin, start planning backward from your desired send date. In your plan, consider how much time it will take to design and revise the product, handle the compliance review process, and produce your product. Don’t forget to include the preparation and shipping time in your plan!
You could give a gift like a bottle of wine with a custom label, or you could opt for a traditional customized card that goes to every client. No matter what you choose to give to your clients, planning is a must.
Make It Meaningful
Now that you have a plan for your holiday communications, you can start thinking about what you want to say. If you’re taking the time to reach out to your clients, make sure that the effort feels meaningful and personal to each recipient. A mass-produced email might end up in your clients’ deleted folder.
Make Personalization Efforts
Personalize your cards by handwriting them or at least signing each one. If you’re writing a personalized message to each client, having a team member or assistant help with the process could be worthwhile. Another idea is something special and personalized for a client going through a hard time, like an ornament made in honor of a lost loved one or a digital photo frame they could use to display photos of their friends and family. Make sure to be aware of and follow the rules from your broker and the SEC that apply to gifts given by financial advisors and professionals.
Send Special Gifts
Another idea that can feel especially meaningful to clients is a gift that makes their lives a little easier. If you have the time and resources, host a gift-wrapping party. Bring in a team to wrap gifts for your clients, while they enjoy drinks and appetizers and mingling. If you don’t have the time or resources to put together this type of event, you could send kits packed with everything needed to wrap: rolls of high-end wrapping paper, ribbons, and tape.
Create Tiers
When you consider what to send to each client, it’s helpful to create tiers based on the value they bring to your professional practice. Your top-tier clients might get a bottle of champagne with a personal note, while the next tier might receive an inspirational book that will help them in the new year. Think about what each client brought to your business when deciding where they fit.
Send the Right Message
The holiday season can be sensitive for some people, whether due to religious preferences, observation of different holidays, or personal difficulties. Make sure you’re sending the right message to each individual on your list. If you know a client is Jewish and celebrates Hanukkah rather than Christmas, a holiday wreath won’t make a great impression. Religion aside, this type of gift gives the impression that you don’t know your clients very well.
Take notes when your clients talk to you about their religious preferences or observations. You could also send an annual survey to clients to gather information about themselves, including their favorite hobbies and foods and what holidays they celebrate. If you’re not sure, well wishes and greetings for the new year make the most sense, as nearly everyone celebrates the start of another year!
The most important consideration to make in holiday communication is authenticity. If you’re hurrying to get a holiday email out because you feel pressured to do so or want to reach a year-end goal, it won’t give the impression you want. Plan ahead, incorporate your personality, and handle the process correctly. If you need help, let us know! We create custom cards and event invitations or stationery, and we provide suggestions around relationship marketing strategy. Send us a message to get started.