How do you drive extreme client loyalty? How do you build relationship capital? And, most important of all, how do you do that routinely?
“Client acquisition always tends to be the shiny thing. It's sexy, it's cool,” observes industry consultant Stephanie Bogan. “Sustaining not so much. Yet, you have to feed and water or you're losing relationship capital.”
Bogan looks at the client relationship as a series of deposits and withdrawals. Lots of deposits are made early on but once a prospect signs up, many advisors back off. And that, says Bogan, represents a withdrawal.
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