How to Set Expectations with Clients

by FIG Marketing

Updated September 25, 2023, at 11:17 AM

Setting expectations with your clients can go a long way and have huge dividends, both immediately and down the road.

Not sure how well you’re setting expectations with clients? Ask yourself these questions:
  1. Do your clients know about all the services and products you offer?
  2. Do they know how you intend to communicate with them?
  3. Do your clients know how you can assist their friends and family?
  4. Do they know who to contact in your office regarding certain matters?

If you can’t properly answer these questions, it may be time to add a new client welcome kit to your process. Incorporating such a kit can have a huge impact on many marketing activities, and most importantly, your return on investment.

Why Consider a New Client Welcome Kit

Social Events

Imagine hosting a wine tasting event where very few of your clients show up. There are a number of reasons why this might happen, but many times it comes down to a lack of expectations.

The ultimate goal for a social event is to get back in front of your clients and hopefully meet some of their friends and family who could benefit from your services. If your clients don’t understand why you’re hosting such events or what’s taking place at each one, then they may be inclined to think you’re just trying to sell them and their friends a new product or service.

Client Communications

There are few things more annoying than junk mail or spam emails. If your clients don’t know how you anticipate communicating with them, they could mistake your correspondence for spam or junk mail. This could lead to them missing out on important updates and events.

Proper expectations will help you maximize engagement with your clients and ultimately lead to more selling opportunities.


What’s the cost of losing a client versus the opportunity of an additional sale? Imagine one of your top annuity clients going to another financial professional for a life insurance policy because they didn’t know you offered such products. This might sound unheard of but unfortunately this happens quite often.

The good news is that this can be easily avoided. You should have a list of the products and services they offer and have a conversation with your clients on how those services compliment the initial product or service they initially chose to purchase.

Bottom Line

Using resources like a new client welcome kit to set expectations will help you stand out from your competition and wow your clients.

It won’t only help your clients understand what they’ll get from you, but also allow you to work within your comfort zone without feeling overwhelmed or like you’re underperforming as a financial professional.

Financial Independence Group logo

You May Also Like