“You don’t get a second chance to make a first impression.”

 

It’s true, and perhaps twice as important for financial advisors than the average business. A client’s initial impression of you and your firm is incredibly important for two reasons:

 

First impressions set the stage for how we view a person (or business) for the rest of the relationship.

If your new neighbor says something to you that rubs you the wrong way, you’re likely to be wary of them for quite a while. If you order a shirt from a company and they send you the wrong one and refuse to correct the issue, the likelihood you’ll do business with them again is slim. Because from that point on, confirmation bias kicks in, and you’ll notice everything that confirms your already negative opinion—and ignore most evidence to the contrary.

 

But the opposite is also true. When someone listens intently to you or pays you a genuine compliment, you think of them as a kind person. If a business goes out of their way to make your life easier and deliver amazing service, you remember that experience—and rave about it—years later.

 

As an advisor, a client’s first impression of you is a culmination of things—the first time they contact you, the first time they see your office, do a Zoom call with you, receive paperwork from your practice—all these things create their first impression of your business. If you appear polished, attentive, and on top of your game, that’s how the client will view you from that moment on. But if your communication is sporadic or working with you is a bit of a hassle—you’re missing a wealth of opportunity.

 

The first 6 months of the client relationship is your best opportunity to get referrals.

The first several months you work with someone are incredibly impactful to that person. You’re showing them opportunities available to them, finding solutions to their chronic financial problems, giving them clarity about their nagging questions, and getting their life organized. You are actively changing the way they think about their money and their future, and that’s a big deal.

 

When something great happens to you, don’t you want to tell people about it?

 

And the more polished, impressive, and helpful you are, the more likely clients are to tell others about their amazing experience working with you.

 

That’s why the first six months are a critical time to knock your clients’ socks off. If you want a powerhouse branding tool to get you started, a Welcome Packet is a great place to start.

 

What is a Welcome Packet for a Financial Practice?

When someone onboards into your firm, there are lots of documents to keep track of, emails to send, even new names to learn. A welcome packet brings all that information together into one polished, branded document. It’s a booklet that officially welcomes someone to your client family and includes all the relevant information they need to know, such as…

 

• Account login details & instructions
• A team directory
• A list of documents they need to send you
• What they should expect throughout the planning process
• Who your firm is and what you value (this being a reminder, not new information)
• Etc.

 

A welcome packet like this serves several purposes—all of which increase your referability.

 

1)   Make a Great Impression

As we said, the first six months of the client relationship are critical to making a great impression. The more impressive you are in this season, the more likely clients are to refer you to others. A welcome packet can reinforce your brand messaging, reminding clients why they chose to work with you and how you’re different from other advisors. When you give them a well-designed, branded booklet that has everything they need, it shows them you’re on top of things, and you’re going to make their life easier. It shows them you know what you’re doing, and they’re in great hands.

 

2)   Create Order & Simplicity

If you opt for the traditional onboarding method—sending several emails and forms over the course of who-knows-how-long—the chances of your team or the client forgetting something, losing something, or missing something are much higher. Beyond that, it’s just messy. No one needs more complexity in their lives, especially not busy, successful people. Putting everything in a welcome packet ensures you and the client have all the relevant information you need in one place.

 

3)   Become a great Gifter

If you want to take things to the next level, you can also use your welcome packet to build deeper relationships with clients. In addition to the necessary paperwork, include a “Favorite Things” checklist. This is a questionnaire where you ask clients about their favorite hobbies, places to visit, food and drink, etc. Later, you can use that information to send them thoughtful gifts or treat them to their favorite snacks when they come to your office.

 

If you want to go a step further, you can also send a welcome gift to new clients. Make it something high quality and name-brand (e.g., a Stanley cup), and include your logo. Pack it in a branded box along with your welcome packet, and you have a rave-worthy welcome kit.

 

Upgrade Your Onboarding Experience

Need help designing your welcome packet? Wondering if your onboarding process needs an overhaul? We’d love to help! We’ve worked with countless advisors to fine-tune their client experience and create impressive, branded materials for their practice. Just send us a message and let us know what you’re looking for!