Taxbriefs Commentary Library

How to build client loyalty - profitably

Danby Bloch, 02 May 2012


You will need your clients to be loyal in the next year. The basis of your business will be changing as a result of the introduction of adviser charging and it is imperative that you build a strong bridge of loyalty to the clients you hope to retain.

A client newsletter can be used to help build and reinforce this loyalty and commitment. It gives you the opportunity to demonstrate your relevance and value to clients. It gives you the opportunity to show clients what you can do for them – it can be your shop window. Most clients have a very hazy idea of your role outside the services you provide for them individually. Do all your investment clients, for example, appreciate that you can advise them about pensions or estate planning?

It is best to blend a relatively frequent electronic newsletter (say monthly) with a paper based edition (perhaps quarterly). There is much to be said for the tangible format that can’t so easily be deleted without a glance – the fate of many email promotions.

The summer printed client newsletter from Taxbriefs will focus on the Budget and its implications, the child benefit tax changes, investing for income, estate planning and much, much more. Tax has seldom been more topical. Some 4.5 million individuals will be brought into the higher and additional rate tax bands this year according to the Government’s Budget 2012 Red Book. And there have been many other changes that will affect your most valuable clients.


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Danby Bloch

Editorial Director, Taxbriefs

Danby Bloch is the editorial director of Taxbriefs, chairman of city-based IFAs, Helm Godfrey and director of Nucleus, an independent wrap provider.

Over a period of more than 40 years, Danby has established himself as one of the industry's leading thinkers and  is a respected author, lecturer and trainer on tax and financial planning.




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