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title: Your Most Important Asset is Your Client Base description: [AFW M.1.44] Michael's Epiphany #44 published: true date: 2026-06-30T08:10:57.408Z tags: editor: markdown dateCreated: 2021-09-08T03:19:20.779Z

Watch AF MKOM 1662 - Your Most Important Asset VIDEO

Watch Client Base VIDEO

The most important asset in your business (other than yourself, specifically your work ethic and people skills) is an robust, healthy and active Client Base.


Benefits of an Active & Healthy Client Base

  1. It generates current and future revenue via trails, PACs and subsequent contributions.

  2. It leads to additional opportunities:

  3. life insurance

  4. living trusts

  5. It's where referrals come from. Your best customers are the customers you have now, and your most successful leads come from them.


How to Develop and Maintain an Active & Healthy Client Base


Have a superb follow-up system. Visit Client Follow-Up AFW S.15

  • Maintain an up-to-date detailed client list (use your Clients Wworksheet. Track their investment accoounts, family, interests, hobbies etc.

  • Provide referrals to your clients, if applicable. Or even occasional gifts (but don't overdo it).

  • PACs: Add monthly drafts to all accounts, but especially your “small” ones. This strengthens your relationship with them because they are an “Active” client. And it generates residual income for you. Constantly attempt to add/increase the PACs.


## Sell to Breakpoints

Watch E44 - Sell to Breakpoints VIDEO

Keep track of how close you client's accounts are to the next breakpoint. When they are, let your client know and encourage them to add enough to surpass the breakpoint, thus making all future contributions and PACs less expensive.


What Do They Need?

Read Nick's ATY 309 November 05 - Don't Wait to be Told. Ask PDF


Annual Clean-Up

“Show me the business you're turning away and I'll tell you where you practice is going.” -Nick Murray

“Difficult clients can sap your energy. It's exhausting and even annoying to deal with them. Perhaps the best thing you can do is get rid of them.” -Michael

Read Nick's ATY 306 November 02 - The 11th Commandment PDF