Communication is the Best Medicine

In this unprecedented time, the world is in a panic. Every business is feeling the effects of COVID-19. From local coffee shops to international conglomerates, everyone is impacted. Now, it’s more important than ever to show leadership.

When communicating with clients, you should reinforce that you are available, here to support, and together we are going to get through this. Remind them of your value. When you show that you are present, it strengthens confidence. Your messaging should emphasize that they are not alone. They have access to investment professionals who can provide actual knowledge.

This is scary

No one knows what exactly to do. Will this quarantine last for 10-days, 10-weeks, 10-months? No one knows. With each passing day, we swallow another spoonful of fear.

During this time, it might feel better to stay quiet, hide from the panic, and let this storm pass. But even if every fiber in your body says to run away, we must face the darkness.

Your courage is the light. Clients need to see you, hear from you and feel taken care of.

To get started, send your clients a check-in email with status updates on how COVID-19 is impacting your office. This could include that all team members are working from home, during normal hours, and are available. Give them any additional information specific to your office.

While it may seem like we have all received 100 response emails from every vender we’ve ever given our email address to, it is important. This shows your clients that you are here for them and that even in this crisis, you are still their trusted retirement plan advisor.

Plus, your clients care about you. They want to learn that you have a backup plan, that you and your team are safe. Maybe advisors have had clients for decades, and these relationships will appreciate an update. Each community feels ripples; coming together (digitally) strengthens our connectivity.

Be the leader

When the storm passes, clients are going remember who communicated the best. They will remember who kept them informed. They are going to see those companies and people as leaders. Be their leader.

Now is the time to increase digital communication. This includes e-newsletters, emails, social media, webinars, videos, podcasts, and other distance media. Just because you can’t meet physically face-to-face with your clients doesn’t mean you should stop communicating with them.

Rather, take this physical distance as an opportunity to become digitally close. Make them feel like you are on top of the news, changes, and updates. More and more people are in front of their computers, phones, and devices. They want information on what is going on. Be their source of information and take charge - be their retirement plan leader.

Doubling down on communication

In times of crisis, you have the ability to help employers wade through the turbulent waters of this storm and keep the retirement plan faith. From the discussed SBA loans available to possible new safe harbor provisions to other new information about hardship withdrawal, everything is changing lightning fast.

From small check-ins to the bigger updates, re-enforce with your clients that you are here for them. Your team is their trusted advisor and, together, we will get through this.

Thanks for reading and Happy Marketing!

About 401(k) Marketing

We believe the retirement plan industry can do better. Our clients are the best professional retirement plan advisors and TPAs in the business. They care deeply about saving America’s retirement future. We are proud to share their voices through industry writings, professionally-designed marketing materials (including websites), and expert content collateral. We lend support by promoting businesses through ongoing awareness campaigns.

About Retirement Plan Marketing

Retirement Plan Marketing is a product of 401(k) Marketing and is an ongoing turnkey marketing solution for retirement plan advisors. It is an easy-to-follow, consistent marketing program designed to get you noticed in your community and generate new retirement plan sales. When you deliver relevant plan sponsor content, you add value to your conversations and can work your way up to become known as the “go-to” retirement plan advisory office.

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401(k) Marketing, LLC is not in the business of providing legal advice with respect to ERISA or any other applicable law. The materials and information do not constitute, and should not be relied upon as, legal advice. The materials are general in nature and intended for informational purposes only. All content, including any brochures or other materials designed for potential use with plan sponsors, fiduciaries, and plan participants, must be reviewed and approved by the compliance and legal department(s) of the Financial Professional and/or Third Party Administrators firm prior to any use to confirm that they meet the firm’s legal and compliance policies and standards. The Financial Professional, Third Party Administrator,  and his/her firm are solely responsible for the use of content and any materials included herein, and for ensuring that all services provided by the Financial Professional and Third Party Administrators conform to the firm’s legal and compliance policies and standards.