How Do I: Transfer a Client Relationship to an Associate?

Transfer a Client  

Whether your goals are to scale back or step out of the business as the main producer, you need people-GREAT people. You will want them to carry your banner, provide great service, and even make the company better. So, if you find these great people, how can you set them up to win with your clients?

Over the years, I’ve learned a lot from many professional advisors about how best to lay the groundwork for a new associate to be successful. Here are some of the top pieces of advice I’ve collected and derived from supporting successful entrepreneurs:

  1. Transition comes from Introducing & Reintroducing

The transfer is not a one-and-done deal. It is more of a transition, especially if you want the client to feel well cared for and appreciative. You should bring your associate to each and every client meeting. During the meeting refer to them for important information (something that can be prepared ahead of time), coach your associate so that they understand how their prior experience is applicable to the client you’re about to meet. Position your associate like a specialist (rather than a junior, not-as-good-as-you version of you), someone whom you trust, respect, and look to for input. Your clients will respect the people YOU respect.

  1. Confidence comes from Capability

Capability goes beyond the necessary industry knowledge and skill. Your associate will need to understand two important things:

Your Market – very specifically – what your niche clients are dealing with, what they are looking for, and what they get from you that they can’t get anywhere else.

Your Process – arm your associates with a very clear understanding of what you believe in and, therefore, HOW you service your clients (the actual steps). You will want them to understand how to provide sound leadership going forward.

  1. Credibility comes from Keeping Promises

Your associate does not have to start-out as amazing as you are. They don’t have to knock your clients’ socks off. What they do need to do is establish trust and reliability. This can be done by consciously making small promises AND KEEPING THEM.

For example:

“Mr. Smith, I’d be happy to send you that report. I’ll have it to you by Wednesday” (Send it to Mr. Smith by Tuesday)

“Mrs. Jones, I ran across an article that addresses the issue you mentioned in the meeting today. I’d like to share it with you.” (Send it right after the meeting)

If your associate is reliable, you’ll soon find that your clients have begun to consider them worthy of expectations.

Think about the people YOU rely on, trust, and would refer.  Take the time to invest in your GREAT people and help them to be THAT person for your clients.