Financial Advisor Client Service Menu
Creating Service Menus for Distinct Client Categories
Do you offer distinct service levels based upon the business value of your clients?
The common practice of many advisors is to segment their business into “A,” “B” and “C” clients to ensure that they devote the time and resources to their most valuable relationships. Fewer, however, have a clearly mapped out strategy describing the services provided to each client group.
A written client service menu can have important business purposes. It can act as a discipline to guide consistent service delivery to clients and, when shared with clients and prospects, it may help them gain insight into the value of establishing or expanding the commitment of assets to your practice.
In relation to prospects, this checklist could be expanded into an effective new business development tool by adding a column, “Your Advisor.” This will allow prospects to discover the range and number of additional benefits they can expect to receive by transferring assets to you. For current clients, it may motivate them to consolidate assets with you so that they may avail themselves of the additional services provided to clients with higher assets under management.
Sample Client Services Menu
|Service||Client AUM > $1.5MM||Client AUM Between $750,000 and $1.5MM||Client AUM Under $750,000|
|Investment Review and Asset Allocation Strategy||Yes||Yes||Yes|
|Retirement Income Planning||Yes||Yes||Yes|
|College Funding Plan||Yes||Yes||Yes|
|Survivor Needs Analysis||Yes||Yes||Yes|
|Rollover and Retirement Distribution Planning||Yes||Yes||Yes|
|Small Business Retirement Plans||Yes||Yes||Yes|
|Cash Flow and Net Worth Statement||Yes||Yes||No|
|Quarterly “Insights” Seminars||Yes||Yes||No|
|Stock Option Planning||Yes||No||No|
|Concentrated Equity Solutions||Yes||No||No|
|10b5-1 Plan Design and Execution||Yes||No||No|
|Employee Benefits Review||Yes||No||No|
Naturally, the above menu is for illustrative purposes only. You should articulate the services and relevant segmentation that relates to your practice.
One Final Business Benefit
If you need any more convincing to create a client service menu, consider how many times a client expressed surprise upon hearing that you offered a particular service or you found out too late about a client engaging the services of another advisor because they weren’t aware that you offered the same service.
If you choose to make one, don’t forget to develop a plan for maximizing the impact of this simple, yet impactful, marketing tool.
See referenced disclosure (2) at http://blog.americanportfolios.com/disclosures/