Most of us want our clients to know we care about them: their families, their experience with us and their general happiness. In my firm, that experience begins the moment you walk through our doors. Oils are diffused at our reception desk to immediately welcome the client’s senses. Lavender, peppermint and sometimes cinnamon or eucalyptus are diffused. Each aroma is intended to help the client feel welcomed into the space.

The focal point in our main foyer is a kitchenette, connecting those who enter to thoughts of home. Every light in the office, from the recessed lighting to the chandeliers, are LED soft lights ― no harsh clinical florescent lighting. Our paint colors are warm and soothing to the eye. A display of chocolate truffles sits on the reception desk and in every meeting area. A painted basket holds snack bars and additional candy. Our refrigerator is full of several different types of cold beverages, and we have a single-serve coffee station for hot chocolate, tea or hot coffee. Flavored syrups, powders, creams and sugars are carried into the meeting area so that clients can make their hot beverage any way that they like.

Each new client receives a coffee mug that is filled with a chocolate-covered Oreo, a pen and a business card. Our logoed pens cost approximate $1 each, leaving clients with the impression that our pens are quality pens and so is the firm that they chose to work with. Seemingly, everyone who receives one of our pens comes back to ask for another stating, “I love these pens. May I take another?” Our response is always “Absolutely, that’s what they are there for.”

For one of our special events, we go to a local vineyard and make wine for our clients. The finished bottle has the company name and type of wine with my logo. The wine is placed in a cylinder-shaped wooden box cushioned by paper “grass” (in the same color as my logo) to support the bottle (and for presentation) and a couple of pieces of hard candy. Inside the container is a note describing how to care for the wine as it ages along with a message of appreciation. Clients have expressed how special they feel when receiving something personally made by me. The total cost is around $15; however, the gift appears to be worth far more. For smaller events, we offer specially made chocolate-covered pretzels and graham crackers, made by a local chocolatier, with our company logo painted on top of each piece.

Clients with small children in their lives receive a book about raising financially aware children and a logoed piggy bank. The book is designed to teach children; however, the adults learn as they teach the child, removing the stigma or embarrassment that the adults don’t know as much as they feel they should about financial planning. The office has a welcome basket full of individually packaged toys for kids of all ages. Sometimes, kids stop by with their parents or grandparents, and we want them to feel special too (and hopefully one day a future client). Kids are allowed to pick out one gift each (sometimes two).

During the pandemic, we have purchased logoed telephonic lenses that can be attached to any cellphone. We have also sent out luggage tags with our logo on it. By sending these items through the mail, we want to remind clients that they will one day begin traveling again, and the telephonic lens will allow them to see past where they were standing (into the future if you will).

Those who send referrals to the firm receive a tote made by a known designer. I developed a relationship with a director of a vendor so that I can purchase these gifts at clearance-level prices. The client receives a gift valued at $55 or above without the firm having to pay the full price. For higher-net-worth clients, I have a bag custom-made for them, embroidered with an activity they enjoy, such as a golfer embroidered on the front or a horseshoe for my equestrian-inclined clients.

Every six months we hold a Shred Day where people can bring in any documents they would like to have professionally shredded. During COVID-19, we made the event a drive-up service. Each driver received a bag of goodies and a thank-you for attending the event. One month prior to the event, we send a list of items to shred and timelines for which documents to keep or shred as well as a list of do’s and don’ts.” (For example, don’t include any metal binders.)

When it comes to thoughtful gift giving, think back to a moment where you may have received a gift from someone who didn’t know you very well, perhaps when you went to a home you were visiting for the first time. You may have received a gift card or a candle. While you may have appreciated the gift and the kind gesture, there may have been something lacking in how receiving the gift felt. You may have that candle and not remember who gave it to you. Now imagine receiving a gift handmade by your host or a gift designed with your favorite hobby in mind. You may remember exactly who gave you the gift, and perhaps you will be able to joyfully describe the thoughtful friend who gave you the gift. Which impression would you like to leave with your client? Make the gift memorable, and you may be too. By doing a little research or simply listening to your clients talk (about themselves), you can uncover what is important to them.

I have office staff members who greet clients make notes on what they may have revealed as they wait to see their advisor. Greeting cards are sent out for life-changing moments: an engagement, a new grandchild or sympathy cards if we find out a loved one had passed away.

Find gifts that show you thought about the local community or you were listening when someone shared their passion with you. We send every client a birthday card, and we send the spouses of clients a birthday card too. Each card has a stick of Extra gum in it with a message that states, “Have an EXTRA special day.” We take the time to write a personal message inside each of the birthday cards too.

Although it may be over said, it has not lost its meaning: People may forget what you did, but they will never forget how you made them feel. Show your clients that you value them, and they are likely to return the favor.

Terri E. Krueger, as a fully independent senior financial advisor, offers many years of experience to the financial industry. Her broad experience enables her to give clients informed recommendations for estate planning, retirement planning and other investment options. In addition, as a financial representative registered with LPL Financial, she helps clients select the appropriate investment options to fit into their portfolio and match their objectives.