Posts Tagged ‘Best Seller’
Wednesday, October 12th, 2011
With Christmas around the corner, many advisors are thinking about how to get the most mileage from the dollars they spend on client gifts.
My column in November’s Investment Executive outlines four strategies to do exactly that:
- 1. Tap into positive experiences
Births, weddings and graduations all give you the chance to maximize the impact of the dollars you spend. One advisor sends clients who have children or grandchildren a blown up birth announcement in a silver plated frame - this never fails to get a huge and immediate response.
- 2. Tailor the gift to client passions
Divide clients into common groups by the passions they share — cooking, wine, travel, golf and gardening are only a few examples — and then tailor the gift to those interests.
- 3. Give gifts that last
Look for gifts with longevity. A wine journal to record impressions of each bottle consumed for a wine lover … a copy of the best seller 1001 places to see before you die for clients who love to travel.
- 4. Use gifts to build your own brand
One way to make gifts work extra hard is to repeat a pattern that clients come to know you buy. One way to do that is to pick a charity that you support year after year — over time, clients come to associate you with that charity. Especially if you select smaller charities where your dollars have a clear impact, some advisors report that clients ask about the charity and look forward to an update on how it’s doing.
More and more clients are interested in advice around charitable giving; the opportunity to avoid capital gains by giving stocks and mutual funds provides a real opportunity for advisors to add value.
Here’s a short video you can send interested clients about giving appreciated securities to charity with Malcolm Burrows, among Canada’s leading authorities on charitable giving. http://www.clientinsights.ca/video/gifts-of-securities-to-make-charitable-contributions/type:investor
To read the full article from Investment Executive, click here http://www.investmentexecutive.com/client/en/News/DetailNews.asp?Id=51259&cat=30&IdSection=30&PageMem=&nbNews=&IdPub=186
Or if you prefer, here’s a video interview on four ways to make client gifts count
Tags: Best Seller, Birth Announcement, Capital Gains, Charitable Contributions, Client Gifts, Cooking Wine, Grandchildren, Interested Clients, Investment Executive, Leading Authorities, Longevity, Malcolm Burrows, Maximum Impact, Passions, Time Clients, Travel Golf, Video Gifts, Wine Journal, Wine Lover, Wine Travel
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