Three proven ways to help your clients stop worrying 

Now is the time to rush into that burning building. Be a hero.  

Hyperbole aside, your clients are feeling genuine fear right now. The markets are volatile, and your clients are looking for direction. You have the knowledge and the resources to make a difference, but only if you are proactive in your approach. 

Periods of market volatility like this one are brand-defining moments for financial advisors. Those you haven’t reached out to are already questioning your commitment to them, or worse, your ability to help them navigate a rocky road. 

Not all your clients are highly stressed, but they’re almost certainly concerned. The current combination of political and market risk is new for at least some of your clients. Let them know that you’re thinking about them, and that you are there to help. Understand each client’s emotional state, and let empathy be your guiding principle. 

Develop a plan. You don’t want to be reacting to your clients’ pleas for help. You want to be communicating with them before they feel the need to write an email in frustration.  

Here are three things you can do to help them stop worrying. 

Be available 

Show leadership and capability by staying visible and reachable. 

Answer every call. Respond to every email. The most important aspect of client experience right now is regular and consistent communication. 

Use each client’s chosen contact medium. If a client prefers email, send one that offers a follow-up call. The situation warrants that extra step. No matter how they hear from you, they should be left with a clear impression of your availability. 

A teachable moment 

Now is a great time to host a webinar or a local workshop. Get in front of your clients with messages about staying calm during market volatility and how to profit during periods of volatility. 

Choose a subject that you are comfortable with and that highlights your experience and ability to lead. Use testimonials that showcase how you’ve steered clients through previous downturns. Knowing that you’ve been there before — and helped people like them — will further establish your brand as a professional advisor. 

Send a newsletter or write a blog post outlining your take on the markets and how you are going to help guide clients. Outline the philosophy you are taking with their investments and what they can expect going forward.  

Think about what questions they have and address them. Talk about time horizons and the value of sticking to long-term goals. A newsletter or a blog post is a great format for visuals that track a market recovery over the long term, or charts that illustrate differing strategies. 

Given how varied your clientele probably is, you may want to send different letters to different client subsets. You can do the same with multiple versions of your seminar. Retirees have a different outlook than new investors or business owners. By tailoring your message to each group, you can allay their fears more directly.   

If you are on social media, post short hits from your seminars or brief passages from your newsletter. This will attract new clients, while your competitors are avoiding theirs. 

In all your educational efforts, remain empathetic to your clients’ concerns but emphasize your ability to help them reach long-term financial stability. 

Free portfolio reviews 

Some of your clients may need a more personal approach. Promote free check-ins via your newsletter or on social media. Clients appreciate the personal advice offered and a tailor-made strategy for their specific needs.  

Again, this is a way to win new clients who appreciate the leadership you’re demonstrating during a crisis. 

Brand visibility in times of crisis is a fundamental best practice. That applies to both personal and company brands. Your newsletter, seminar and social media presence sets you apart. By meeting the challenges of the time head-on with strong advice and timely offers, your reputation as a trusted guide will be strengthened.  

Your clients are looking for guidance. Take the time to understand their concerns and address them with clear and consistent advice.