 is to conduct a detailed analysis of your customer base.

Most of you will have realised that you don’t have enough time in the day to spend the same amount of time with each of your customers and that you have to prioritise your customers based on the value they provide or could provide to your business.

A good customer contact system will enable you to store and track both transactional and relationship information. You should then label each customer as ‘A’, ‘B’ and ‘C’ customers whereby ‘A’ customers are most valuable and ‘C’ customers are least valuable.

You can allocate your time and resources according to the their importance to your business.

To do this, ask yourself which customers do you earn the most entry fees and margins from? Which customers have you had the longest? Who could possibly bring in more business?

In most cases it will be your ‘A’ list customers that you will be targeting with one-to- one marketing as these are the customers you don’t want to lose and you could possible derive more business from. In some cases you will also target some ‘B’ customers too as these could have significant potential in the future if you are able to tap into it.

What to do next? There are a number of practical and cost-effective ways to establish a One-to-one marketing relationship with your best or potential customers and ultimately get a greater share of their business. Here are a few examples:

Develop a good contact management system and use this to document what you know about your clients such as when they became a customer, how much they have invested, risk profile, investment preferences etc. This provides basis for customer differentiation.

Develop a ‘learning relationship’. Offer better value service and information making it ‘too hard’ for them to shift their business. Ask what information is your customer interested in? How would they like information to be presented to them (eg: email, paper, fax, spreadsheet etc).

Spoil your best or ‘A’ list clients by spending more time and/or money on them than you do on others. These clients are worthy of home visits, special presentations and even random acts of kindness, such as birthday cards or remembering their anniversary.

Keep the contact levels high with newsletters, phone calls, email and customer service questionnaires.

The winning stroke for any financial planning practice will be to focus your efforts on building long-term relationships with key clients. Achieve this,
is to conduct a detailed analysis of your customer base. 

 Most of you will have realised that you do n’t get adequate time in the day to spend the like amount of prison term with each of your customers and that you have to prioritize your customer based on the value they provide or could provide to your business. 

 A good customer liaison system will enable you to store and track both transactional and relationship information. You should then tag each customer as ‘ A ’, ‘ B ’ and ‘ C ’ customers whereby ‘ A ’ customer are most valuable and ‘ C ’ customers are least valuable. 

 You can allocate your fourth dimension and resources according to the their importance to your commercial enterprise. 

 To do this, necessitate yourself which customers do you gain the most entry fees and margins from? Which customers have you give birth the longest? Who could possibly bring in more business? 

 In most cases it will be your ‘ A ’ tilt customer that you will be target with one - to- one marketing as these are the customers you do n’t want to lose and you could possible derive more business from. In some cases you will besides target some ‘ B ’ customer too as these could have meaning electric potential in the future if you are able to tap into it. 

 What to do next? There are a number of hardheaded and cost - effective ways to establish a One - to - one marketing kinship with your best or potential customers and ultimately get a greater share of their business. Here are a few examples: 

 Develop a good contact management system and practice this to document what you know about your client such as when they became a customer, how much they have invested, risk profile, investing preferences etc. This provides basis for customer differentiation. 

 Develop a ‘ learning relationship ’. Offer better value serve and information make it ‘ too hard ’ for them to switch their business. necessitate what information is your customer interested in? How would they like information to be deliver to them (eg: email, paper, fax, spreadsheet etc). 

 Spoil your best or ‘ angstrom ’ list customer by spending more time and/or money on them than you do on others. These clients are worthy of dwelling visits, special presentation and even random acts of kindness, such as birthday cards or remembering their anniversary. 

 Keep the contact floor high with newsletters, phone calls, email and customer service questionnaire. 

 The winning stroke for any fiscal planning exercise will be to focus your efforts on build long - term relationship with key clients. Achieve this,
 is to conduct a detailed akalysis of your eystomec base.

Mkst of yuu will have realised that ylu don’t have enough time in tfe day to spend tye seme amount of time with ccch or youx rustomers and tmat you hava to prioritisa hobr customers based on the value they providr lr could proviqe tp youd business.

A good customer contact aystem xill enable you to store and track both tganswctional and relatlonship infirmaeuon. You shouud then label each cusjomer as ‘A’, ‘B’ and ‘C’ customers whefeby ‘C’ customers aee lmst valuablx and ‘B’ customers avv least valuabke.

You can allogate bour time and resources arcording to the theit importanwe to your business.

Ro do tvis, dsk hiurrelr xhidh cushomxrs do you sarn the mowt entry fees and msrdpms from? Whicg custjmqrs have you had the longest? Who could kossigly bring in more businwss?

In most cases it wlll be yotr ‘A’ list customers that you will be targeting widh onx-tu- ouc oqrneting as these are the customers you don’t wagf uo kose and you cjuld possibke drtive more busivess fxkm. In some cases you will ajso tqrget somt ‘B’ cistomers too as these could have signifpcanr potential in the future if vou arg able to tap into it.

What to bo nexf? There are a number uf practical and coxt-affectivt ways to establisr a One-to-ine karketivg rglationfhip with jour nast or potential ckstomgrs ang ultimatepy get a greater share of their business. Here ase d few excmples:

Cevelop a gooq contact manayement svstem xnd use thps to docnment what yju know about iour clients vuch as rhen thet becamd a customer, hoe much thvy havw invested, risk prpfius, investment przyetwnces etc. This pruviqed uasis xor customer difwerdmtiatkon.

Develop c ‘uearming relationship’. Ofxer getter value servive and infirmation making it ‘top hard’ for them to shifv theic busimesf. Ask what information is your customer inberested in? Hjw wiuld they lile information to be presented to them (xg: email, paper, fax, sprgadsheet etc).

Spoil yout btst or ‘A’ list cliegts by spanding more time and/ir money on them uhan you do on others. Tgese cnientd are worthy of home visits, special presentations and even random acts of kindnxsf, such as bjrthcay cdrbs pr remqmbeciig their anniverssry.

Keep the contact levels high with nefsjetters, phone calls, email anc zustomer servkce questionnaires.

The wihning sttoke for any financial planning practice will be to focms your edforta on bljlving long-term relatipnshipv wity key coienbs. Achieve thir,
is to conduct a detailed analysis of base. of you have realised that in day to spend same amount of with each of your customers and you have to prioritise your customers based on the value they provide or provide to your business. A good customer contact system will enable you to and both and information. You should then label each customer as ‘A’, ‘B’ and ‘C’ customers whereby ‘A’ customers most valuable and ‘C’ customers are least valuable. can allocate your time resources according to the their to business. To this, yourself customers do you the most entry fees and margins from? Which customers have you had the longest? Who could possibly in more most cases will your list customers that be targeting with one-to- one marketing the customers you don’t want to lose and could possible more business from. In some cases will also target some ‘B’ customers too as could have significant potential in the future if you are able to tap into it. do next? There are number of practical cost-effective to a marketing relationship your best or potential customers and ultimately get a greater share their business. Here are a few examples: Develop a good system use this to what you know about clients as when they became how they profile, preferences This provides basis for differentiation. Develop a ‘learning relationship’. better value service and for them to shift their business. Ask what is your customer interested in? How would like information to be presented to them (eg: email, paper, fax, spreadsheet Spoil your ‘A’ list clients by spending more time and/or on them than you on others. These clients are worthy of home visits, presentations even random of kindness, such birthday cards or their anniversary. Keep levels high newsletters, calls, service questionnaires. The winning stroke for financial practice will be to focus efforts long-term relationships with key clients. Achieve this,
 is to conduct a detailed analySis of your cUstomEr bAse.

moSt of You wIll have realiseD That You don’t have enough time iN the dAy TO speND tHe samE amount OF tIME wiTh EaCh oF yOUr CustoMerS and thaT you have to PriOrItise your cusTOmErs based on The Value they proVidE or couLd ProVIde to YouR busiNess.

A gOOd custOmer contaCt SYstem wILl enablE YOu To stOre and track both trANsACtional and relaTionshIp INfORMatIon. you should tHeN labeL Each cusTOmER AS ‘A’, ‘B’ ANd ‘C’ customers wHereby ‘A’ custOMerS are moSt ValUAble anD ‘C’ cusToMErs Are least valUablE.

You can alLocate YOur time ANd resouRces acCorDinG to tHE tHeIr iMpORtaNCe To yOUr bUsiness.

TO dO tHis, asK youRSELF whiCh cUstoMers dO you earn the moSt eNtry FEes And maRgins From? whIch cuStomerS have YoU had the longest? WHo coUld possibLy bRiNg iN mOre buSIness?

IN moSt cAses it wIll be yoUR ‘A’ lIsT CUStOmers that you will be TaRGEtIng with oNe-to- onE MaRkETing as thEsE arE the CUStomeRs yoU DoN’t want to Lose anD YoU cOuld posSiBle derIvE moRe bUsineSS froM. In somE cases yoU will ALso target some ‘B’ CUstomers too as THeSE CoULd haVe sIgnificant pOtenTIal iN the FUtUre IF you aRe ablE tO TaP Into it.

What to do next? THeRe are a NumbeR of practical aNd cost-effeCTIVe ways to EstaBLiSH a One-to-one markEting RelationshIP with youR best Or potentIal customERS and ultiMatEly Get A grEATeR share of their BUSineSs. here are A feW examplEs:

DEveLop A goOd Contact maNagement SyStEm AnD usE this TO documenT wHat YoU knOw aboUT your cLientS sucH aS wHEn tHey becaME a CUStomEr, HoW mucH thEy Have iNvesTEd, rIsk profIle, investMenT PrefErEnCes etc. THis provides baSiS for customEr DifFerentIATion.

DeveLop a ‘learning relationshiP’. offer beTteR valuE serVice and inForMation MakINg it ‘toO hard’ fOr theM tO shIFT theiR BUsIneSs. ask what infORMatIon is YoUr cuStomer iNterested in? How woulD TheY like informatIon To be PREsEntED tO TheM (eG: EmaIL, Paper, fax, spreadsHeet etc).

SpoIl YOuR best or ‘A’ liST clIeNts by spEnding mOre tiME and/or mOney on theM than you dO oN othERS. ThEse clients Are worthY of home viSIts, spECiAl preSenTationS aNd eVen raNdom acTS of KindnEss, sucH aS birthDay caRdS or rememBering their anniversary.

KEep the ContaCt lEvels high WitH NewSletters, pHone Calls, email And CusTomer SerVIce quEstiONnAirES.

The wInniNG stroke foR AnY fiNANcIal planning PRACtiCe wilL be TO focus Your Efforts on building LOng-term relatioNshiPS WitH keY ClieNtS. Achieve this,
 is to conduct a detailedanalysis o f you r c ust om er b ase. 

Most of youw illhave realised that you  don’ th avee no ugh t ime int he d ayto  s pen dt he  same  am ount of  time with  ea ch  of your cus t om ers and th atyou have topri oritis eyou r  cust ome rs ba sed on the va lue theypr o vide o r  couldp r ov ideto your business. 
A good customercontac ts ys t e m w ill  enable yo uto st o re andt ra c k bot h  transactiona l and relat i ons hip in fo rma t ion. Y ou sh ou l d t hen label e achcustomeras ‘A’ ,  ‘B’ an d  ‘C’ cu stomer s w her eby‘ A’  c ust om e rsa re  mo s t v aluablean d‘C’ c usto m e r s  are  le astvalua ble.

You can  al loca t e y our t ime a nd r es ource s acco rding  t o the their imp orta nce to yo urbu sin es s.

T o  do th is,  as k yours elf whi c h c us t o m er s do you earn themo s t  e ntry fee s andm ar gi n s from?Wh ich  cus t o mershave yo u had th e long e st ?Who cou ld  possi bl y b rin g inm orebusine ss?

Inmostc ases it will b e  your ‘A’ lis t  c u s to m erstha t you willbe t a rget ingw it h o n e-to-  onema r ke t ing as these are th ecustom ers y ou don’t want  to lose a n d you coul d po s si b le derive more  busi ness from. In somecases  you wil l also ta r g et some‘B’  cu sto mer s to o as these co u l d ha ve  signif ica nt pote nti alinthe  f uture ifyou areab le  t otap  into it.

Wha ttodo  ne xt? T h ere ar e a n umbe rof pra cticala nd c ost- ef fe ctiv e w ay s toesta b lis h a One -to-one m ark e ting  r el ationsh ip with yourbe st or pote nt ial  custo m e rs and u ltimately get a greater share o f t heirbusi ness. Her e a re a f ewe xample s:

De velop  a  go o d  cont a c tman ag ement syst e m  an d use  t histo docu ment what you know abo ut your clien tssuch a swhe n  t h eybe c ame a  customer, howmuch theyha v einvested,r isk  p rofile,  invest mentp referen ces etc.This prov id es b a s isfor custom er diffe rentiatio n .

De v el op a‘le arning  r ela tions hip’.O ffe r bet ter va lu e serv ice a nd  informa tion making it ‘too har d’ for  them  to  shift th eir bus iness. As k wh at informa tio n i s you r c u stome r in t er est e d in?  How would the y  l ike i nf ormation to b e  pr esent edt o them  (eg : email, paper, f a x, spreadsheet  etc ) . 

S poi l  you rbest or ‘A’ li stcl i e nts by s pe nding moretime and /o r  mone y on t hem th an youd o  o n  other s. T hes e clients  ar ew orthy o fho m e visi ts,sp ecialpresen t atio n s  and even random  acts o f kin d nes s, su ch  as bir t hday  cards orremembering  their  ann ivers ary.

K ee p thecon ta ct levelsh igh withnewsl etters,  p hone  ca lls, e mail a nd cu stom er  se rvice que s t io n na ir e s.
The  winn in g st roke fora ny finan cia l  planni ng  pr a c tice w i ll b e to focus  yo ur ef f o rts on bui l ding lo n g-ter m rela tionsh ips wit h  ke yclients . A c h ieve this ,
 is_to conduct_a detailed analysis of_your customer_base.

Most_of you_will_have realised that_you don’t have_enough time in the_day to spend_the_same amount of time with each of your customers and that you have to_prioritise_your customers_based_on_the value they provide or_could provide to your business.

A_good customer_contact system will enable you to store and_track_both transactional and_relationship information. You should then label each customer as_‘A’, ‘B’ and ‘C’ customers whereby_‘A’ customers are_most_valuable_and ‘C’ customers are_least valuable.

You can allocate your time_and resources according to the their_importance to your business.

To do this, ask_yourself which customers do you earn_the most entry fees and_margins from?_Which customers have you had_the longest? Who_could possibly_bring in more_business?

In most cases it will be_your ‘A’ list_customers that you will be targeting_with_one-to- one marketing_as_these_are the_customers you don’t_want_to lose_and_you could possible derive more business_from._In some cases you will also target_some ‘B’ customers too_as_these could have significant_potential in the future if_you are able to tap into_it.

What to_do next?_There are a number of practical and cost-effective ways to establish_a One-to-one marketing relationship with your_best or potential customers_and ultimately_get_a greater share_of_their business._Here are a few examples:

Develop a good_contact management_system and use this to document_what you know about_your_clients such as when they became_a customer, how much they have_invested, risk profile, investment preferences_etc._This_provides basis for customer differentiation.

Develop_a ‘learning relationship’. Offer better value_service and information_making it ‘too hard’ for them to_shift_their business. Ask what information is_your_customer interested in? How would they_like_information_to be presented to them_(eg: email, paper, fax, spreadsheet etc).

Spoil_your best or ‘A’ list clients by spending more_time and/or money_on them than you do_on_others._These clients are worthy of home visits, special presentations and_even random_acts of kindness,_such as birthday cards or remembering their anniversary.

Keep the contact_levels high with newsletters, phone calls, email_and customer service questionnaires.

The winning stroke for any financial planning practice_will be to focus your efforts on building_long-term relationships with key clients. Achieve this,