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title: Client (After Sale) Follow-Up description: [AFW S.15] How to service your client after the sale. published: true date: 2026-06-30T08:08:10.171Z tags: editor: markdown dateCreated: 2021-04-20T08:04:18.289Z

Thoughts on Client Follow-Up

Watch AF MKOM 1641 - Client Follow-Up, Part 1: Overview VIDEO

Watch AF MKOM 1642 - Client Follow-Up, Part 2: Annual + Monthly VIDEO

Watch Client Follow-Up (2022-07) VIDEO

Watch Thoughts on Client Follow-Up VIDEO

Watch Client Follow-Up Process VIDEO

Read Steve Siebold's Secrets of the World Class #163 - Masters Of Follow Up PDF


Do you want to stand out from the crowd? Then you’ll be miles ahead by following up better and smarter than the hordes scrambling for the person’s attention. The fact is, most people don’t follow up very well, if at all.

Good follow-up alone elevates you above 95% of your peers. The follow-up is the hammer and nails of your networking tool kit. In fact, FOLLOW-UP IS THE KEY TO SUCCESS IN ANY FIELD.


The Most Important Rule of Your Follow-Up System

  • Your follow-up system must be consistent. Consistentcy is as important as the content. Familiarity breeds trust.


Three indicators that you have a great follow-up system

  1. You are retaining your existing clients and assets under management.
  2. Your clients add subsequent contributions to their accounts, and increase their monthly PACs.
  3. Your clients consistently provide you with quality introductions.


Stay "Top of Mind"


Top 7 Follow-Ups

  1. Direct communication that is prompt and professional. This includes face-to-face meetings, phone calls, non-business TXTs, and emails.
  2. Your Monthly client newsletter.
  3. Mail Thank You, Birthday, Congratulations and Condolences postcards.
  4. Social Media. Connect with your prospects and clients on X, Instagram, Facebook, LinkedIn, Threads and Bluesky. Interact with them. Comment and "Like" some of their posts.
  5. Client gifts.
  6. Annual Meeting. This includes annual updates on their VA Income Rider(s) anniversary, age 50 IRA contributions increase, and age 73 RMDs. Use your Clients Wworksheet.
  7. Provide referrals to your clients, if applicable.


Great client follow-up leads to client retention (which means more trails), additional business and referrals. By directly addressing clients' fears and concerns during crisis, you build a foundation of trust.

  • Your goal is to develop Lifetime Client Relationships, especially if you're building a residual-based income.

  • Stay in constant communication through phone calls, in-person meetings and email updates.

  • Notate your client's long-term goals, politics, hobbies, family and interests in your Contact System.

  • Do a great job for them; cross-sell other products. Refer other professionals to them; such as P&C, tax professional, real-estate, health insurance etc. Be their "go-to-person" for all things "financial".

  • Make sure you're not "training" your clients to focus on short-term performance. Nick Murray claims he never reviewed statements with his clients.

  • Don't overdo the follow-up; especially phone calls. When your client base increases in size, this will become more and more work. It may be easy now, but when you're 60 years old and have 200 - 300 clients, do you really want to do this every 90 days? Some clients may not want to hear from your every 90 days, but they may not tell you that. Do you want to hear from your insurance agent, CPA, every 90 or even 180 days?


Review Your Follow-Up Model


Read Nick's NMS 31 - Client communication protocol PDF

Read Nick's ATY 280 October 07 - The Communication Protocol PDF

Read Nick's ATY 281 October 08 - The Basic Framework PDF

Read Nick's ATY 282 October 09 - Two Ways to Approach the Issue PDF

Read Nick's ATY 283 October 10 - Proposing Our Protocol PDF

Read Nick's ATY 288 October 15 - The Best Defense PDF


Let me review my service model:

  1. First and most important, never hesitate to contact me. I will be available and accessible to you by phone, email or in-person anytime.

  2. Next, I’ll certainly call or email if something is important enough to require a decision of some sort. This will rarely happen, as our whole philosophy is based on not reacting to current events in the economy or the markets. Remember, nothing that happens in 90 days can have any bearing on your long-term plan.

  3. Every month I will email you my Client Newsletter wgich includes a very brief newsletter by Nick Murray along with some additional interesting content.

  4. Finally, every January I will email a summary of your plan, and most importantly, show you the number of shares you own of your mutual fund(s).

Other than that, there's not much more. It’s deliberately relaxed, informal, friendly - but most of all open, in both directions.


Client Progress Update

Watch AF MKOM 1657 - Client Progress Checklist VIDEO

After "closing" the sale one of the most valuable things you can do is keep your client "in the loop" as to the progress of the account set-up. Especially for rollovers or anything else that takes an extended period of time.

For each client copy the checklist below into your notes and custimize for that particular situation. Then everytime you email your client and include the checklist - make sure to strikethough when a task has been completed. Dn't remove the task, just cross it out. This demonstrates progress and encourages your client to keep going.


Progress Checklist

  1. Collected information for application.
  2. Collected driver's license image.
  3. Docusign completed for Age 65+ Disclosure.
  4. Docusign completed for Jackson IRA full application.
  5. Initiate transfer procedure for old 401k. John logs into old 401k and requests money.
  6. Got account number for new account at Jackson.
  7. New account funded with old 401k money.
  8. Client review of new account and features.


After Account is Established & Funded


  1. Account Summary

  2. The screenshot is taken from a Clients Worksheet.

  3. Focus on shares, ot account values.


Dear XXX,

You American Funds accounts are set-up and have been funded!

Please create your login at the Capital Group / American Funds web site, then you can see your accounts. If you have any trouble setting up your American Funds log-in, let me know.


  1. Teach them how to log-in their accounts online. "If you want to add money, you can do it online, or just call me - I can do it very quickly."


  1. Review Your Service Model. See above.


  1. Get Referrals

Finally, I ask for a favor... I have built an entirely referral-based business, so if you know of others who might benefit from my advice I would certainly appreciate you introducing me to them.

Thank you again for being my client.


Monthly Newsletter

For details on the benefits and how to best utilize your monthly client newsletters visit AFW M.8. I've archived and cataloged all of my Client Newsletters and Advisor Newsletters - the index and links are on the AF Wiki page linked above (you can also subscribe to both the Client and Advisor Newsletters there).


Annual Follow-Up

Watch AF MKOM 1692 - Annual Client Review Meeting VIDEO


Nick Murray's Year-End & Mid-Year Letters

Send these along with your July and January Client Newsletters, and your January annual review email. Links to previous editions are listed in my Client Newsletter archive.

Read Nick's NMS 41 - Your annual client letter (1): a restatement of general principles PDF

Read Nick's NMS 42 - Your annual client letter (2): the current landscape PDF

Read Nick's NMS 43 - Setting the agenda for your annual meeting PDF


Annual Meeting

Read Nick's NMS 46 - How am I Doing? A midyear inquiry PDF

Read Nick's Hard Truths for Advisors PDF


Preparation

  • Conduct your annual meetings in January. Unless your client has a variable annuity with an income rider, then do your annual review right after the annuity anniversary date when the income rider steps-up. If you client has more than one VA, then pick one date (or do multiple reviews throughout the year). Make sure to put this date into your calendar with a recurring annual reminder.

  • The annual follow-up can be performed in-person (recommended), phone, video conference or even email (if your client doesn't want to meet).

  • Order your American Funds IRA Reports. Make sure to inform them of IRA contribution limits, if they have increased. This is one of the reasons you want to do your reviews at the beginning of the year.

  • Check their accounts via American Funds / Jackson / DSTVision and/or the fund family's web site. Use the Client Worksheet to create a summary (see the section above).

  • Account values.
  • Number of units/shares owned.
  • Income base value of their variable annuities.
  • For American Funds you can also get the Year-to-Date and Annualized Since Initial Investment for your specific client.


Six Parts of the In-Person Annual Meeting

  1. Review their accounts. Focus on shares. Share the performance for the year, but don't focus on it too much.

  2. Re-affirm their goals and strategy.

  3. Review the Lifeboat Drills with them.

  4. Ask if they have any questions or need help, such as how to access their accounts online.

  5. Discuss additions and other products:

    • Ask them to fully-fund their IRAs for last year and current year.
  6. Ask for additional lump-sum contributions to their accounts.
  7. Set-up, or increase, their monthly draft.
  8. Other investment accounts.
  9. Living Trust.

  10. Term life insurance.

  11. Gently ask for referrals. Use one of the following: > "If you know other who might benefit from my advice I would certainly appreciate you introducing me to them. I very much enjoy working with you, and would welcome the opportunity to offer the same to people whom you care about."

nick_on_annual_meeting.png


Emailing the Annual Meeting

Watch AF MKOM 1692 - Annual Client Email Summary VIDEO

For some clients I email the annual meeting and in the email let them know that if they would like to do a "live" meeting via video conference or phone I be happy to - and give them a link to my cal.com.

  1. Include a review of all their accounts. Type, Value, Shares and performance. You can export it from your Client's Worksheet.

  2. Guestimation of their income at retirement age.

  3. Remaining contributions for last year's IRA and the new year?

  4. RMDs?

  5. Include a chart with the updates to the new year's IRA rules.

  6. Other products that you think they should consider (securities accounts, life insurance, living trust etc).

  7. Include the Annual Client Letter. PDF

  8. Ask for referrals.

I've been fortunate to build a mostly referral-based business and I much prefer to establish relationships with colleagues and friends of my existing clients. I enjoy working with you and I’m sure I’d enjoy working with people whom you like and admire. If, and only if, I’m servicing you as you’d hoped I ask you to introduce us.


Sample Email

Dear XXX, I hope 2026 is off to a positive start for you. In this email I want to give you a brief overview of your account(s), my thoughts on the market, and some ideas for you to consider.

2025 YEAR-END CLIENT LETTER I encourage you to read my 2025 year-end client letter which covers my thoughts on the investment landscape and a brief overview our investment philosophy. (Note: you may have already read it as I included it my January Newsletter).

SUMMARY OF YOUR ACCOUNTS

{insert table of their accounts from your Client's Worksheet}

Your 2025 net return was: XXX%

IDEAS TO CONSIDER

Fully fund your IRAs ($7,000 for 2025). See chart below. Add more to your variable annuity. RMDs

Thank you for being client and helping build your Golden Years. If you would like to talk about any of the above with me in detail, you can schedule convenient a time for a call, or video chat (or just call me!).

P.S. If you know other who might benefit from my advice I would certainly appreciate you introducing me to them. They call me and/or visit my client website: ClientFirst.pro


Thank You Notes

Listen to The Mr. Thank You Project & How Intentional Gratitude Can Impact Your Life & Business PODCAST

Watch AF MKOM 1693: Equity vs Income Portfolio For Income? + Nick’s February Advisor Newsletter VIDEO

“I learned the value and power of thank you notes early in life.” ―Tom Hopkins

“I recommend you write at least one thank you note every day." ―Nick Murray

“I’d have gone for something warmer, and probably a lot warmer. Like maybe a handwritten note to the prospect either instead of or certainly in addition to your standard electronic invitation. I’d send that note now, and brief the referral source as to the state of play in a sentence or two.“

“In this increasingly impersonal and overly organized online world, personal warmth – especially in a referral situation – seems to me to be an effective and nearly effortless differentiator. And sooner than later.“ ―Nick Murray in NMI May 2026.

Sending a real (paper) Thank You Note is one of the most impactful things you can do, especially since it is so rare today. I recommend using the notecards described here.


Question from an Advisor: "I had a good meeting with a prospect and sent a few follow up emails. Nothing but crickets."


  • Send a handwritten thank you note expressing sincere appreciation for their time and consideration.

  • Don't send an email; you have to actually write it, stamp it, and send it in the mail.

If people are shutting you out, ask yourself if you have somehow asked them to connect with you without first extending yourself enough to them. Slow down, think about it, and then reach out and show them a genuine human connection.

Nobody does this anymore; genuine acts of connection are rare. Be the exception and do what nobody else is willing to.



#### When Your Client Come Through Unscathed from a Down Market

Read Nick's This Time Isn’t Different - #31 - Part 2.13 - Congratulate Your Friends When They Come Through Unscathed PDF


Telephone contact

Thank you for talking with me on the telephone. In today’s business world, time is precious. You can rest assured that I will always be respectful of the time you invest as we discuss the possibility of a mutually beneficial business relationship.


In Person Contact

It was a pleasure meeting you, and my thank you is for the time we shared. We have been fortunate to serve many happy clients, and it is my wish to some day be able to serve you. If you have any questions, please don’t hesitate to call.


After Presentation

Thank you for giving me the opportunity to discuss with you our association for the mutual benefit of our firms. We believe that quality, blended with excellent service, is the foundation for a successful business.


After Closing Sale

Thank you for giving me the opportunity to help you with your retirement planning. If you know other who might benefit from my advice I would certainly appreciate you introducing me to them.


For a Referral

Thank you for your kind referral. You may rest assured that anyone you refer to me will receive the highest degree of professional service possible.


After Final Refusal

Thank you for taking your time to consider letting me serve you. It is with sincere regrets that your immediate plans do not include making the investment at this time. However, if you need further information or have any questions, please feel free to call. I will keep you posted on new developments and changes that may benefit you.


After They Buy From Someone Else

Thank you for taking your time to analyze my services. I regret being unable, at this time, to prove to you the benefits we have to offer. We keep constantly informed of new developments and changes, so I will keep in touch with the hope that in the years ahead we will be able to do business.


After They Buy From Someone Else, But Offer to Give You Referrals

Thank you for your gracious offer of giving me referrals. As we discussed, I am enclosing three of my business cards. I thank you in advance for placing them in the hands of three of your friends, acquaintances, or relatives that I might serve. I will keep in touch and be willing to render my services as needed.


To Anyone Who Gives You Service

Thank you. It is gratifying to meet someone dedicated to doing a good job. Your efforts are sincerely appreciated. If my company or I can serve you in any way, please don’t hesitate to call.


Anniversary Thank You

Thank you. It is with warm regards that I send this note to say hello and again, thanks for your past patronage. We are continually changing and improving our products and services. If you would like an update on our latest advancements, please give me a call.


Birthday Cards

“The simple act of sending a birthday card has the power to alter completely your relationship. This approach does not work with Christmas cards, or other major holiday cards. Everybody knows it's Christmas, but not enough people know it's your birthday." ―Nick Murray


Gift Ideas


Simple Wealth, Inevitable Wealth Book

Simple Wealth, Inevitable Wealth is the best book ever written for investment clients, and a great summary of our investment pilosophy. I give this to all of my clients, and many of my promising prospects.


Personalize the gift for the client.

When your client first starts working with you or comes in for their annual review, take a picture of them with their spouse or whatever family member is with them. On their birthday, send it to them in a frame. Just use your smart phone; nothing fancy.

Look back at your notes and figure out what their hobbies are. Send them something related to one of them.

If they are a business owner, call their office and ask someone who works there what their favorite hobby is. Send them a book about that topic.

Take the time to write a note from the heart.

It's not about the gift, make it about THEM. I'd rather have you send out three custom gifts that are highly focused on the client's life rather than some useless monogrammed water bottle that they'll use once a toss.


Gift Ideas


Silence is the Enemy

When the market has an extreme downturn, it may behoove you to reach out to your clients via a phone call. Focus on number of shares they own and that the number is not going down.

Read Nick's ATY 289 October 16 - Silence is the Enemy PDF

Read Nick's ATY 290 October 17 - Communication and Authenticity PDF