Schedule Your Client Touches
Use your contact management system to alert you to clients who need to be touched and keep track of where you stand on your annual campaign. --Katherine Vessenes
A touch could be anything: a phone call, a client meeting, a newsletter or even a dinner party. Two big items are NOT touches: a confirmation statements and contacts initiated by the client...Numerous industry studies have indicated your mid level clients expect 14 touches per year and your affluent or higher net worth client expect double that—28! In fact, if you want to create sticky clients, you should be planning to touch them at least this many times per year.
Technology rules. Overseeing this number of touches per year can be overwhelming. Sure, I would love to use 3 x 5 cards, but a better approach is to use your contact management system to alert you to clients who need to be touched and keep track of where you stand on your annual campaign. Two good choices for software to help would be IAS-Optima out of Atlanta and Ed Morrow’s Practice Builder—he is from Ohio. One thing you would want to do is go into each client file at the beginning of the year and schedule in the touches.
--Katherine Vessenes, in The 1-pg Marketing Plan for Advising Boomers
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