10 steps to convert clients remotely

Summary

• Converting clients remotely requires an in-depth understanding of your client’s needs and excellent communication.

• While the average conversion rate of leads in the finance industry in the UK is 3.1%, Unbiased customers see an average of between 20-30%.

• Building trust with clients requires regular contact and follow-up communication.

• Email marketing techniques are crucial in keeping contact with prospective remote clients. 

How do I convert clients remotely?

Use our 10-step guide to convert more clients, boost your success rate, and grow your business sustainably.

1. Categorise your prospective clients

Segmenting leads according to their financial needs, investment goals, and risk tolerance allows advisers to target these potential clients with relevant information. 

Learn to identify high-intent behaviours that indicate that the potential customer is ready to purchase or invest in your products. This will give you clear insight into how to follow up with the prospective client.

Categorising prospective clients helps financial advisers identify their ideal customer groups and understand the type of communication that will be most effective when connecting with them. 

Example: Advisers should target prospective clients seeking retirement planning with messages and information on this topic.

2. Identify their issues

Conduct a customer needs analysis and use the information you have on your leads to identify their issues and build a strategy that aligns with those needs. 

Getting a firm grasp on what potential clients want helps you reach out to them with solutions for their desired outcomes. Your communication and information will be relevant to their needs, making it easier to connect with them and build trust, which is crucial for client conversion.

Example: If data on your leads indicate that a group of potential customers needs tax planning, it helps in crafting applicable communication.

3. Utilise email marketing techniques

Email marketing is the most effective sales technique, bringing in the most ROI and converting more clients. However, timing is of the essence: conveying the right information to the right people at the appropriate time converts leads into clients. 

Well-crafted email marketing techniques are effective for various reasons:

• Their capability of sending tailored messages to well-segmented client groups according to their financial needs, preferences, behaviours, and demographics

• They create a direct, personalised connection with potential clients, which establishes a sense of relationship and trust.

Example: If a prospective client expresses a need to learn more about investment strategies, send a sequence of emails with educational content on this topic, success stories of past or present clients, and invitations to webinars on financial planning.

4. Keep the initial contact brief

You do not have the same luxury of time when calling your potential client for the first time as when dealing with a local person. The first call should not take longer than five minutes. The purpose is to establish a connection.

Clients must understand that the process can happen within their timeframe and that they are not under any financial obligation while they consider their options. Customers who do not feel bullied into making any commitments before they are ready are less likely to end the marketing interaction.

Example: Call the prospective client and introduce yourself and your firm, noting that they indicated their interest in retirement planning on your website. Tactfully tell them you are able to assist them at a time that’s convenient for them, with no financial obligations, while they contemplate their options. Thank them for their time, and promise to follow up regarding their financial goals soon.

5. Send the letter of authority

The next step in converting clients is to send the letter of authority that authorises you to gather personal and financial information. This is a reminder that the prospect is dealing with a professional and legally compliant financial adviser, inspiring confidence in you.

Example: Send a professionally drawn-up letter of authority for the customer to review and sign, stressing that there is no rush or financial obligation at this stage.

6. In-depth fact finding

Now that the client is open to doing business with you, it’s time to do a deeper analysis of their financial situation. To craft a personalised solution, you must gain a full understanding of a client’s assets, income, debts, taxes, financial responsibilities, and current investments. You must also understand their financial goals and risk tolerance. 

Example: Use an online form or invite the client to a virtual meeting to assess their current financial situation and future goals. Tell them you will be in touch soon with some options.

7. Outline the options

When conveying important information to remote clients, you should communicate in written form. Email the client an outline of the different options to read and ponder in their own time. It gives them time to digest the information and come back to you with questions. They also feel more involved in the decision-making process and can better visualise potential outcomes. More control encourages client conversion.

Example: Send the client an email with choices of investments with varying degrees of risk, explaining the details of each. Suggest some ideas that may suit their financial situation. 

8. Follow-up communication

A few days after outlining the options, follow up with the prospect with a phone call. When potential clients don’t feel pressured, they are more likely to stay engaged and eventually sign on the dotted line. Shifting your focus from sales to service helps build a relationship with your prospective client.

Example: Call the customer to ask their opinion on the possible financial solutions and whether they make sense. The client’s response provides an opening to set up a virtual meeting to discuss their choices and finalise their solutions.

9. Offer incentives

Offering incentives, rewards, and discounts will often tip the scales in converting clients. It adds value, making your proposition more attractive. 

Example: Offering a free financial review or a discount on your fees creates a service-oriented quality to your marketing.

10. Send onboarding documents

Email all the relevant onboarding documents when the client is confident in the decision. Taking the time to get the client to that point helps to develop a strong relationship.

Example: After the client commits to proceed, send them a welcome package, including an advisory agreement, a detailed service overview, and any necessary compliance documents. Include any rewards and incentives.

Common mistakes when converting clients remotely

When connecting with prospective clients, financial advisers can fall into several traps:

• Information overload - bombarding the client with the entire sales pitch at the first opportunity

• Too much jargon

• Being product-focused instead of people-oriented

• Using a generic approach to all potential clients

• Not paying attention to the customer’s financial objectives or situation

• Giving up too quickly – too little follow-up

• Lack of transparency regarding fees

Want to work with Unbiased? 

Working with remote prospective clients is more challenging than having face-to-face clients. However, by using proven sales and marketing tips and building trust, converting leads to clients becomes easier. 

Join the platform of successful financial advisers at Unbiased Pro to grow your firm sustainably.