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What Have They Done To Me?!! They Earned My Loyalty!

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I am always surprised and humbled when I walk into a business and am greeted by my name, and particularly impressed when one of the team associates asks me about an event we spoke about during my last visit. WOW! That’s impressive! It’s refreshing, invigorating and makes me feel connected and engaged to the team of professionals I am working with.

What have they done to me!!?  They have earned my loyalty by:

  • Developing a relationship
  • Creating trust
  • Connecting and engaging

Do you bestow this feeling to your clients? How well do you know them? Building meaningful relationships for powerful and effective client interaction is paramount in establishing client loyalty and retention. Client loyalty lies in several factors, but today’s affluent investor is looking for an advisor that:

  • Creates trust
  • Adds value
  • Shares mutual values
  • Demonstrates high ethical behavior
  • Goes above and beyond

This is not to say that you don’t have to provide quality service each and every time, but without the above factors, no matter how great you are at your job, it probably won’t matter much.

Gathering Information

Start by creating a process that outlines each step of developing deeper client relationships.  Decide what information you want to gather and learn about your clients, then systematically collect, organize and store records for the most powerful and effective client interactions and campaigns.  Below is a list of some of the information you may want to start collecting and, of course, tailor the form to include additional information that is pertinent to your firm.

  • Hobbies-fitness, bicycling, arts/crafts, camping
  • Cuisine-American, Italian, Indian
  • Books/Authors– biography, mystery, health/fitness
  • Activities-golf, dancing, fishing
  • Birthday’s
  • Children’s Names
  • Pets

Download Ironstone’s Client Personal Interests Worksheet to start getting to know your clients!  Client Personal Interests Worksheet  

Use the information you collect to make contacts and conversation with clients throughout the year.  Clients like to do business with firms that express care and interest beyond the sale.  By cultivating relationships that clients can count on, you earn loyalty and trust.  Clients know that you have their best interests at heart.


You will need to include a system and process to organize the information you collect for each of your clients. Some options to consider:

  • CRM application
  • Individual files including a profile sheet
  • Note cards
  • Address book

Make sure that you and your team continue to learn about your clients on an on-going basis. The client profile sheet should be updated with your clients before, during and after the “sale”.

There is not a right or wrong way to store your client data – as long as it is organized, secure and readily available! Strive to set and attain goals that hold you and your team accountable for going above and beyond in getting to know your clients.  Set periodic checkpoints to evaluate your progress and make changes to improve your process as needed.

 We are curious! Do you collect client personal interest information?  How do you organize the information?

 Learn more about how Ironstone can impact the operational effectiveness of your firm!  Read more at


Follow us as we explore each of Ironstone’s Fundamental 4™!

  • Strategic Planning
  • Business Development
  • Operational Effectiveness
  • The Human Element

 Coming up next, Human Element & Team Development


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Author: Andrea Schlapia

Over 20 years of experience in the financial industry and thousands of business professionals • Founder and CEO of Ironstone, • Certified Myers-Briggs Master Practitioner, performance culture and sales communication strategist • Certified Executive Coach through Coach U • Dynamic and entertaining keynote speaker at national conferences, breakout sessions and “lunch and learn” events • Motivating and real-world tactics delivered through value-added programs for Wirehouse, Independent and Banking channels • Accolades for the highest program evaluations and continuous return-speaking requests. • Dedicated to inspiring people to achieve bottom-line results for sustainable change: Andrea works with entrepreneurs and business professionals from various fields, striving to find and fill the gaps of each practice entrusted to Ironstone's care. Email Andrea with your practice management questions:

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