3 Steps to Transitioning Clients to Other Advisors
The typical wealth management client just wants their needs met. They want to work with someone they trust to give them sound advice and responses to their needs.
Our consultants often hear, “We can’t transfer that client.” And our response, informed by two decades of experience, is, “Do you want to bet on that?”
When firms are looking at transitioning client meetings, we advise them not to emphasize the relationship the original advisor has with the client, but rather to emphasize the service that the organization is providing to the client. The goal is to maintain or improve on the level of service with the new advisor. Indeed, service often improves because the newer advisor has more available capacity.
We have seen firms successfully transfer clients without having the previous advisor in a single meeting. In those cases, the new advisor has responded effectively to email and phone calls over a period. When the original advisor informs the client that the new advisor will handle the next meeting, the client typically doesn’t question it, because a relationship of trust and confidence has already been established.
3. Answer Frequently Asked Questions
During this process, clients often ask some standard questions. A common one is: “Is [name of previous advisor] still my advisor?”
A good response is along the following lines: “Our firm works as a team, although it occurs to me now that you may not have known this. In the future, there will be times when you work directly with me and times you may work with [the previous advisor], depending on schedules and responsibilities of staff.”
In rare instances, that won’t satisfy the client, and they’ll push. A possible response: “I hear you. We are all here to help you when you need it. [The previous advisor] is here for you too, and if you have any questions or issues that you’d like to talk directly to them about, I can notify them for you.”
Another common question: “Will [name of previous advisor] be attending our meetings?”
A good answer would be: “It depends. We work as a team and we’re all familiar with your situation. You may not know this, but for the last several years, I have worked behind the scenes on your financial plan and other services we provide for you. You’ll see my face more often now in the meetings, and if there are any issues, [previous advisor] can be brought into the meetings as well.”
On a few occasions, the client will insist that the original advisor be present in all future meetings. I suggest responding with empathy: “I hear you. We are all here to help you when you need it. Let’s talk with [previous advisor] together and see how we can accommodate this. Are you willing to schedule another appointment now?”
At that meeting, the original advisor should be clear but diplomatic.
Some helpful remarks could be: “I want to be in all your meetings, and I am here if you need anything. As an advisor, I have a responsibility to ensure all clients are taken care of. As a result, I have developed a team around me. What if I am out on vacation and you really need help? I want you to have someone else, not just me, you can depend on. To help you build these relationships within our firm, I’ve asked [new advisor] to lead your meetings. Are you willing to give it a try and see how it goes?”
For client transfers to be successful, the original advisor must let go and trust their colleague and their team to take care of the client. That, in the end, is what teams are all about.
Angie Herbers is managing partner and founder of the advisor consultancy firm Herbers & Co.
