You’ve just completed a successful client meeting with your standard new client engagement process.
Your newest potential clients clearly understand the value of your advice, the costs involved, and the process ahead.
Their financial issues are on the first step to being resolved. All that remains is gathering some data, completing a few applications, and putting in some effort — then they’re on their way.
But days go by. You call with no answer. An email goes unopened.
Another call goes to voicemail, with no return contact. Weeks pass, and the client stays stuck in your pipeline like a stubborn barnacle.
Welcome to the Procrastination Zone.
Procrastination is a common hurdle, not only for advice businesses but also for clients themselves. It’s much like paying bills — often, people delay until the last moment, risking penalties. The difference with financial advice is that waiting too long can mean missing valuable opportunities.
From my experience working with financial advisors, accountants, and brokers, addressing client procrastination early is crucial.
It helps improve client engagement, shows your commitment to getting things done, and encourages clients to take meaningful action that benefits them.
Practical Steps to Prevent Client Procrastination and Improve Conversion Rates
1. Always End Meetings by Asking: “What Do I Need to Explain Better?”
Decisions to engage your services are influenced by two main factors: buyer acceptance and buyer reluctance.
- Buyer acceptance means the client sees the benefits and trusts your ability to deliver.
- Buyer reluctance is the mental list of reasons clients use to avoid paying fees, accepting advice, or providing information.
This reluctance often outweighs acceptance.
To combat this, ask targeted questions to uncover what clients don’t fully understand or feel hesitant about but haven’t voiced. Addressing these concerns before the meeting ends reduces the chances of procrastination.
2. Follow Up Within 24 to 48 Hours
Client enthusiasm is highest immediately after your meeting. Every hour that passes lowers the chance of action.
When clients remain stuck in your pipeline for months, it often comes down to what happened-or didn’t happen—in those first couple of days.
Send a summary email outlining specific next steps for both sides. This converts conversation into clear action items so clients know exactly what’s expected and when.
3. Ask About Their Preferred Communication Method
People vary widely in their preferred methods of contact. Some live by email, others rely on their smartphones, some dislike texts but answer calls, and others only take calls at certain times.
By asking your clients how they prefer to be communicated with, you increase your chances of reaching them effectively and set clear expectations for future contact.
4. Get Permission to Follow Up
Persistence is important but can sometimes cause guilt or frustration for clients who haven’t responded yet.
Asking something like, “Do I have your permission to keep following up?” transforms relentless reminders into a mutually agreed aimed at helping clients progress.
5. Discuss the Effort Required from Clients Early On
Clients often underestimate the input needed from them during your process—sometimes thinking it’s easier than it really is.
Be clear upfront about how much involvement you’ll need at each stage, especially early on. When clients understand their role and why prompt action matters, they’re more likely to respond quickly.
By implementing these strategies during your client meetings and follow-ups, you can reduce procrastination and enhance client engagement, leading to more successful conversions and stronger business growth.
