The more you know about your affluent clients and COIs the greater the probability of developing an emotional connection with them. The holiday season is the perfect time to use this personal information to strengthen this emotional connection. It will instruct you how to socialize, what type of gifts to deliver and which functions you should attend.

This is a step beyond reviewing what you know about your top clients and COIs and into the arena of how are you applying this knowledge. When was the last time you socialized? How did you socialize? What was the last surprise and delight gift? When was it given? When was the last time you had a conversation with both spouses? Your answers to these questions will determine your strategy for capitalizing on the holidays.

There are many gifts delivered during the holidays, some come across as mechanical while others are personalized and memorable. The memorable gifts tend to generate buzz – word-of-mouth-influence. The key is to make your gifts thoughtful and personal. I recognize this requires more time than getting a “one size fits all” gift, but your gift will stand head and shoulders above the others. This is precisely what you want. Make this a team initiative.

The objective is for you to have personal face time with each top client and COI. During the holidays, this is all about finding opportunities for getting social. For some clients this will be as easy as having a drink before the club holiday party, while others might require a home visit to drop off their gift (combining gifting and getting social).

Financial advisors who fully capitalize on the holiday season are “busy beavers” through the first of the new year. Your calendar should have you in the middle of what we refer to as the “affluent playing field” – that social arena where personal introductions are natural.  Eighty-five percent of today’s affluent clients will introduce you to a colleague, friend or family member at a social event. This requires doing a bit of homework; determine which client or COI that are attending, who you want to meet, and approach each event, every interaction, with strategic intent.