Strengthening Key Relationships: Priority Contact Management for Sell-Siders
In the fast-paced and competitive world of financial services, managing key relationships while nurturing all clients can be a challenging task. We know you have to balance personalized attention to VIP clients, giving new clients the extra attention they need to build these fledgeling relationships, and actively prospecting new clients. What’s more? You have to do all this while ensuring all of your clients receive enough communication to maintain existing relationships. To achieve this delicate balance, you have to perform an elaborate juggling act and work extra hours. Not to worry, we’re here to help. Let’s explore how you can manage all your different types of client relationships with enough hours left to see daylight and not drop any of the proverbial balls you’re juggling.
Understanding the Sell-Side Challenge
You, whether you’re a sales person, investment banker, or research analyst, serve a diverse clientele with varying needs and expectations. While it is crucial to foster strong relationships with all clients, certain individuals or institutions – like high-net-worth clients, institutional investors, or key strategic partners – are a LITTLE more important because of their significant impact on revenue generation and business growth. Speaking of business growth, you also have to prospect new clients and then build relationships with clients that you have recently started working with…it’s enough to make someone’s head spin!
The Need for Effective Relationship Management
Effective relationship management is not only about understanding client preferences and delivering personalized services but also about allocating resources efficiently to ensure top-tier clients receive the attention they deserve. This is where email intelligence software with a “watchlist” feature can be a game-changer.
Our Step-by-Step Guide
1. Identify Key Clients and Contacts:
This one should probably go without saying, but the first step in managing key relationships is identifying who these key clients are. Not only in your head but add them to an engagement list, whether it’s their own email list in Outlook, or your watchlist in Street Context, make sure you have your key contacts in one place.
2. Prioritize Engagement:
Once you identify your key clients, make sure you’re monitoring their engagement. Their engagement can tell you what they care about, what they’re thinking about, and what interests them. Street Context helps you break out engagement data from VIP clients, monitor their engagement within the platform, and even get a daily email with their daily engagement.
3. Customize Communication:
Personalize your outreach to your VIPs based on their interests. Know how, when, and about what your clients want you to reach out to them so you can customize your outreach to their preferences. Pro tip: use personalization to really drive home how important they are to you.
4. Segment for Efficiency:
Now that you know about and cater to your VIPs preferences, you can segment them into sub-lists to make your outreach more efficient. Group VIPs by their preferences to scale your personalization and make sure everyone who is interested gets your communications about any specific topic.
5. Enhance Client Experience:
You know that to keep your most important clients happy, you have to go above and beyond. Once you can see what your VIPs are interested in, you can tailor your value add offers to their needs. Have an event coming up they might be interested in? Does one of your analysts specialize in an area they care about? Did you just read an interesting article they might not have seen? Anything that can show you have their interests as your key focus helps them feel like you’re giving them the white glove treatment.
We know managing key relationships while nurturing all your clients is a real challenge. By leveraging email intelligence software like Street Context, you can efficiently identify and prioritize VIP clients’ engagement. When you segment key clients from the rest of your client base, it makes it easier to provide them with personalized attention, ensuring that your most important relationships are nurtured and strengthened.
Effective relationship management not only enhances client satisfaction but also drives business growth by fostering loyalty and attracting new opportunities. Investing in technology that streamlines relationship management is a strategic move that can set you apart from your competition, positioning you as a trusted advisor and the first person your clients turn to with a deal. With Street Context’s watchlist, you can easily manage your key relationships while delivering exceptional service to not only them but all your clients.
Interested in learning more about how you keep a closer eye on your priority contacts and still have time to interact with the rest of your clients? Contact us to talk about how we can help you.