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3 Triggers to Maximise Conversion

2 mins read
by Oliver Broadhurst
Last updated Friday, March 12, 2021

Client conversion can be simple by implementing these three strategies

When converting clients, it’s often the simpler tactics that reap rewards.

Using feedback from clients and advisers, and analysing the data behind these relationships, we’ve found three tried and tested triggers to maximise your conversion.

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1. Speed of Response

It sounds simple, but the quicker you contact your new clients the more likely they are to convert.

Our client feedback programme consistently shows that having to wait for professionals to contact them is the biggest driver of negativity.

New clients expect contact within an hour of being matched, yet over half of professionals don’t do this - and over a third take longer than 24 hours. Stay ahead of your competition by acting quickly.


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2. Provide Reassurance

Over three quarters of clients we match you with have never used an adviser before. They’re often nervous about making big financial decisions, and about the advice process in general.

Initial contact should therefore reassure them that they’ve made the right choice, provide a roadmap of how they’ll be advised, and state the outcome they should recieve. Within this initial contact try to instigate the first meeting to take place as soon as is convenient.

Two thirds of advisers don’t meet their new clients within a week - and this can impact conversion. If you can do break this trend, you’ll again put yourself above the competition.

And while it’s tempting to start selling straight away, be mindful of the client's needs. An early hard sell is the second biggest cause of negativity voiced in our feedback programme, so be sure to avoid this.

Unbiased professional David Gerkmany, of MCB Financial Services, advocates this quick reassurance method, and converts on average 88% of his accepted enquiries each year.


3. Introduce a Welcome Programme

A welcome programme is a pre-decided strategy for initial client contact - including pre-made welcome emails, advice roadmap templates, and follow-up communications.

This will both strengthen your conversion and increase your efficiency, removing the efforts of crafting ideal materials for each new client contact.

Unbiased professional Susan Hill, of Susan Hill Financial Planning, is so confident in her welcome programme that she accepts on average over 90% of her enquiries each year, knowing she can respond immediately with a pre-made winning strategy.

Implementing these three approaches will not only maximise your client conversion, but also provide a great foundation on which a long-term client relationship can be built.

Grow your advice firm
Receive a steady stream of leads from clients seeking your expertise
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Oliver Broadhurst
Oliver has been writing professionally in the financial services space for over five years, focusing on topics ranging from customer experience to industry regulation. He’s consulted with organisations such as UK Finance and the FCA to produce business articles, industry reports, and white papers, while providing insight as a member of panels including The Opening Banking Implementation Entity’s Consumer Group.