How to Improve Your Client Retention

Surefire Client Retention

Always, Always, Always keep what you've got


Surefire Client Retention

You need to download this white paper: Keep What You’ve Got: The Client Relationship Retention Formula. Once you’ve read the rest of this page, you’ll understand why.

Whether you’re a young financial advisor with just a few years of experience or a seasoned pro looking to take your business to the next level, there is one rule you MUST follow:

Always, always, ALWAYS keep what you’ve got

To keep what you already have, you must continually practice the science of client retention. Client retention is the sum total of all your activities that ensure each and every one of your clients continue to do business with you until they die. It’s the single most important activity for any company. After all, it doesn’t matter how many new clients you bring in if you can’t keep them; it would be like trying to catch rain water with a bucket that has a hole in the bottom.

Unfortunately, many advisors already have a hole in their bucket without realizing it.

No client retention strategy.

I asked one client recently, “What is your client retention strategy?”

He replied, “The most important thing I do is get on the phone when there’s bad news.”

But there is a problem here isn’t there? He’s got around 300 clients. What happens to the 280 who don’t hear from him when markets roil? Could they be listening to someone else?

bad client retention

The objective for our “Client Relationship Retention Formula is: Become or remain sole provider for all clients who follow advice.”

This is all explained in my white paper, Keep What You’ve Got: The Client Relationship Retention Formula.




“How does my client retention strategy stack up?”

Bill Good Marketing System User You

Do you have a strategy ready for when a financial crisis hits?

Yes ?

Do you know and use the three keys to providing great service?

Yes ?

Does every client get a letter for you every month about something the client is interested in? Are you keeping track of what they’re interested in?

Yes ?

Do you have and use lots of “etiquette letters” to acknowledge, thank, and congratulate your clients on the important events in their life?

Yes ?

Does every client get a birthday letter from you? Does the letter change every year, or do you just send the same tired card over and over?

Yes ?

Do you invite every client to educational events at least once a year?

Yes ?

Do you have a way to keep track of client reviews?

Yes ?

Do you invite every client to a client appreciation event at least once a year?

Yes ?


If the answer to any of these questions is NO or I DON’T KNOW, then your client retention strategy isn’t up to snuff. That’s where we come in. At Bill Good Marketing, we don’t just tell you what to do – we give you the tools to actually do it. First is our actual Client Relationship Retention Formula. It consists of six steps to help you achieve surefire client retention. We can help you implement them. (Again: download Keep What You’ve Got: The Client Relationship Retention Formula).

Another important tool is our Letters Library. There’s nothing else like it in your industry. We have over three thousand letters – educational, etiquette, feel-good, service-oriented, you name it – that you can use to stay in touch with your clients. Need birthday letters? We have those too, over three hundred of them.

And that’s not even to mention our specialized coaching services, our client marketing campaigns, our “90 Day No Contact” processes and procedures…

So here’s what you need to do. Download Keep What You’ve Got: The Client Relationship Retention Formula. That will give you the know-how you need to achieve surefire client retention. Then call Jill Webster at to see how we can help you with implementation.




But whatever you do, don’t let your business turn into this:



When it should be this:





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