Thanksgiving, Black Friday, and Cyber Monday are all behind us. But then again, when Black Friday begins in early November, the shopping season seems more consuming now than ever!

How do we maximize the next few weeks when engaging our clients? When I was active in the business, December was the month we made dozens of calls to clients who had not yet taken their IRA’s RMD for the year. Other agenda items included doing those year-end reviews for tax-loss selling, making sure we had crossed all those “i’s” and dotted the required “t’s.” 

But where does client care show up on our holiday calendars? Many advisors send a holiday card or a thoughtful gift to their tier one clients. Others look for those openings in the calendar to attend a community event or civic club party. For people of the Christian faith, the Advent season often includes meaningful liturgies and beautiful music. Though clients appreciate a card in the mail or a tin of candy delivered to their home or business, what they may remember most is the call we made for no other reason than simply to check on them. 

In my experience, conversations without an agenda were often the most meaningful and remembered moments in this all-too crowded month. What do I mean? Some clients have buried a loved one this year. Others held a pink slip or had been told their job will be changing after the end of the year. Some saw a first child leave home for college. There may be married couples in your book of business who divorced this past year or are in the process of ending their marriage. Others saw their last child leave home and the nest is now empty. This year, one of your families may have witnessed a child enter military service and is now deployed serving our country.

I think you get the picture. Our culture tells us this is a season where all is merry and bright. And yet, for those whose 2023 was punctuated with loss, grief, change, sorrow, disappointment, and a host of other emotions, the holidays can be a very difficult time. How might we reach out to our hurting clients this month? 

Every time you pick up the phone, prepare for a client review, or remember you will see clients at a community event, remind yourself that caring for others during the holiday season is the most important work you will do. No financial transaction, review, or recommendation ranks higher than the touch of human kindness and care.

To be human in 2023 is to face a passel of feelings throughout these holiday weeks. Be more intentional now about caring for those you serve who need that extra touch. Do so and you will give a holiday gift they will never forget.