Tips on how to differentiate yourself with a polished online approach
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Risk Disclaimer
The information, opinions, estimates or forecasts contained in this article were obtained from sources reasonably believed to be reliable and are subject to change at any time. It has been produced for information only.
Views and opinions should not be considered to be a recommendation or solicitation to buy or sell any companies that may be mentioned. No action must be taken or refrained from being taken based on this content alone.
Key takeaways:
Sanjay Singla, Vice President, Intermediary Distribution, Central Ontario, BMO Global Asset Management, believes virtual face-time with clients will now be a permanent part of the adviser offering, and shares his insightful tips on how to differentiate yourself with a polished and professional online approach.
While there are many debates on what life will look like post-COVID, what’s undeniable is that the virus has accelerated a new virtual norm that has permanently altered workplaces. There’s no question that the last months have been challenging, but the changing environment has created an opportunity for many advisers to adapt their business models – and thrive.
Virtual touchpoints have now become essential to staying top of mind and growing your client base amid a socially distant backdrop. And there’s no reason to think that this will change anytime soon, especially as clients across all demographics grow increasingly comfortable with the flexibility and convenience afforded by online communication. On the ground, many advisers have revealed to me that they’re actually surprised by how many of their older clients have seamlessly transitioned to these platform technologies in other areas of their lives too, whether it’s Zoom or FaceTime calls with grandchildren, work meetings, or exercise classes.
So, professionalising your virtual approach – and adapting best practices – will only benefit your business in the long run. From timely educational seminars that can be hosted and accessed at any time to referral introductions that put a face to a name, these meetings can offer an ideal outlet to share your message; make a great impression; and showcase your brand and value proposition. All the while, you’ll be able to drive growth, maintain trust and save time in the process (for both you and your clients).
I’ve prepared a helpful list of eight tips you can immediately put into practice to ensure your business successfully evolves with the times – and that you stay relevant:
Like it or not, virtual meetings are becoming a regular mode of communication for advisers to maintain important relationships – and part of their key business-building toolkit. Whether it’s an educational presentation to keep clients up-to-speed with current market events, a quarterly portfolio assessment, or a three-way conversation to follow-up on a warm lead from a professional connection or LinkedIn source, the online factor allows for increased productivity. Just think about the time, effort, and logistics involved in organizing a successful in-person seminar, or even a semi-annual review.
The same benefit holds true for your clients, especially the high-net-worth professionals in your book that lead busy lives – another reason why forward-thinking advisers have quickly adopted e-signatures into their businesses to support and expand their virtual approach. It can also be used as a marketing opportunity for potential prospects living in remote or small communities, and for clients that simply cannot travel the distance for a physical engagement.
Bottom line? While COVID-19 has put many things on hold, reliable, effective client communication should not be one of them. Now is not the time to slow down. As these digital meetings inevitably fill up your calendars, it’s time to take a closer look at how to differentiate yourself – and smartly re-tool your offering for future success.
Risk Disclaimer
The information, opinions, estimates or forecasts contained in this article were obtained from sources reasonably believed to be reliable and are subject to change at any time. It has been produced for information only.
Views and opinions should not be considered to be a recommendation or solicitation to buy or sell any companies that may be mentioned. No action must be taken or refrained from being taken based on this content alone.
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