Mar 15 in General discussion
***Really*** Targeted Marketing
I’m almost afraid to ask this question but here goes:
I recently on-boarded and began a relationship with a client family. It was somebody I had done business with in the past, in a different industry. He had his HoldCo assets at one of the Big 6 Canadian Banks and was receiving no service whatsoever: in his 5+ years there his on-file advisor had never so much as emailed or called him.
Fast forward to last week and all the money had been transferred. I’m working on his file - without being specific, trying to create value. He calls me up and mentions that he finally got a call from the bank advisor, talking about coming in to discuss retirement planning (as if there is a certain time to just start talking). I believe what irked my client wasn’t that he finally called, but that he wasn’t even aware that the assets weee transferred out.
From my experience, this is more normal than it should be - people at the big banks just do not get much in the way of service. Whether you want to blame the advisor or not is up to you - I believe they’re just overloaded.
Of course it got me thinking “how could I stick a vacuum like hose into this practice and bring over the clients who want more”? It was the wrong question - the better one is “how do we directly target people in that exact situation”? Does anybody have any tips on how to directly market to the underserved bank clients?
Any tips or info greatly appreciated.
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***Really*** Targeted Marketing
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