I want to share highlights from a recent conversation I had with a counselor we coach. It involved three real-time summer scenarios of three wealthy families. Each scenario presented a real customer retention opportunity. Each scenario shows the power of paying attention and showing that you care about them.
Case 1: A couple of empty nesters take a two-week vacation and join a 20-person guided tour through Croatia. Each day was documented with several photos posted on Facebook and Instagram, with a description of each photo. It was a great tour. They befriended three couples during their trip together – they even stayed in touch after the trip! However, within three days of arriving home, they both tested positive for COVID-19.
Case 2: Another couple, also empty nests, took a two-week vacation that involved a lot of time on a boat in one of the Great Lakes. It was a return to the husband’s family roots; visiting family, extended family and old friends as they traveled from marina to marina. Just like the couple on the Croatian tour, photos were taken and posted on Facebook and Instagram, also with descriptions. One of the photos highlighted a speed bump that happened during the second week: the boat’s engine failed. The photo showed the husband on all fours in the small engine room (the boat could accommodate six people) with the narrative “I failed…had to cut our vacation short by two days.”
Case 3: The adviser noticed that it was a COI’s birthday, again finding this information on Facebook. He then called COI in an attempt to give “happy birthday greetings” only to find he was out of the country. and wouldn’t be back for a few weeks.
When he finished sharing the events described above, I asked the counselor if he saw any opportunities. After a long, thoughtful pause, he began by noticing that Facebook played a leading role in each and that he needed to check with his team to make sure he was connected with all the top clients and COIs on Facebook. He was familiar with social media, but paid more attention to LinkedIn than to Facebook and Instagram.
As we discussed next, there was a tremendous opportunity here to strengthen the emotional connection with people in each of these scenarios. Commenting on their photos, calling them about the boat incident, calling and sending a COVID relief basket, hosting a belated birthday dinner, etc. Not to mention, the opportunity to connect with at least two to three affluent prospects from these trips by the end of the year.
The scorching days of summer are perfect for strengthening emotional bonds. The wealthy are traveling even amid new travel hardships. They want to get away from the 24/7 toxic news cycle, but the coronavirus is still lurking and as a result their emotions are frayed. All of this creates the perfect scenario for strengthening emotional bonds. None of this is rocket science – it’s just paying attention and performing small, personal acts of kindness.
If you’re like the counselor I just shared with you, start checking your Facebook connections and get to work – there are opportunities waiting for you.