How To Reverse Engineer Word-of-Mouth: A Practical Guide

The Toolkit Team


The Toolkit Team


Dec 1, 2023

How To Reverse Engineer Word-of-Mouth: A Practical Guide

Picture this: You’re at your desk, a hot coffee to your right, the hum of a busy day all around you. A call pops up on your screen - it’s Mrs. Thompson. You know her dog's name is Fluffy, that her house is currently a playground for renovators and her daughter's valedictory is right around the corner. These aren’t just idle facts; they’re the stitches weaving together the tapestry of your relationship with Mrs. Thompson, adding depth and color to it. They shift your call from strictly business to a sincere catch-up call. This is what we call the secret sauce for exponential growth.

“Sure, sounds ideal, but where do I get the time?” you might ask.

You're not alone. It’s a lot to juggle - remembering granular details about each client, managing their portfolios, keeping up with market trends, and tackling the occasional fire-fighting the list goes on. The idea isn’t to add more to your plate but to start seeing things a bit differently.

Imagine gazing into a kaleidoscope – every small adjustment reveals a new, beautiful pattern. Similarly, every client interaction, be it a formal meeting or a casual check-in call, is riddled with opportunities to deepen your connection. View each exchange not as a transaction, but as an opportunity to connect, to genuinely care. Yes, you’re a financial advisor, but you’re also a confidant.

Remember John, the golf enthusiast who recently retired? Or Rachel, the lawyer with a penchant for antique cars? When you talk to them next, ask John about his handicap or Rachel about her hunt for a 1961 Jaguar E-Type. The minute you show genuine interest, you are no longer just their financial advisor; you become part of their life's fabric.

So, how do you keep up with all these details? It's simple – make a habit of noting down these details. After every client interaction, spend a couple of minutes jotting down new information you learned about them. It could be something as simple as their favorite restaurant, a new hobby they've picked up, or their upcoming vacation.

Here's a small tip to keep this on top of mind; create a process on your CRM to execute this action in a timeframe you deem appropriate. Set different frequencies for your best clients vs your normal clients. Your CRM will then automatically remind you when it's time for a quick, personalized check-in.

Remember, it's not just about collecting these nuggets of information, but also about timely, personalized use. A quick message wishing John luck for his golf tournament, or sending Rachel an article on classic car restoration - these tiny gestures go a long way. They show you care, and that’s what people remember and talk about.

While these actions may seem small, their impact is monumental. This personal attention is a catalyst for word-of-mouth marketing – a tool more potent than any paid advertising. It's like a snowball rolling down a hill, picking up speed and size as it goes along. This is marketing gold... and the best part? It costs nothing but a little time and effort.

But don't stop there. Share your insights with your team and foster a culture of genuine client engagement. Encourage them to take the time to get to know your clients and document interesting facts. A collective effort to form these genuine connections will supercharge your firm's client engagement. The result? Happier clients, a more cohesive team, and an influx of referrals.

There’s more. As you and your team start investing time in understanding your clients better, you’ll begin noticing patterns and commonalities among your most profitable clients. This, in turn, allows you to refine your ideal client persona and better focus your marketing efforts.

Moreover, every time you recall a personal detail, you display your commitment to your clients, which in turn instills trust. And trust, as we all know, is the cornerstone of any successful business relationship.

What's going to make your clients feel more valued? A generic email blast about market trends or a personalized conversation acknowledging their unique interests? The answer is clear.

So start today, and let every interaction count. Allocate time to document client details, schedule reminders for personalized reach-outs, and foster a culture of genuine connection. Embrace your role not just as a financial advisor, but as an integral part of your clients' lives. Here's to deeper connections, exponential growth, and a business that doesn't just succeed, but thrives!

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