In my experience, clients do not want a slick presentation. They crave accessible, conversational responses to their questions and concerns.
Fund managers tend not to mince their words and people are often refreshed by their direct approach.
Facilitating a two-way discussion without having things get out of hand can be challenging. One of the key elements that can work is a ‘Question Time’-style panel discussion.
Clients can submit questions beforehand or ask them directly to a number of selected fund managers or experts from across the business.
While David Dimbleby may not turn up, it is important to have a compere on hand to make sure any financial jargon is made understandable and accessible to the 50 to 100 clients who may be in attendance.
After these semi-formal sessions, it often works if the clients can just chat to the speakers over lunch or a drink.
This gives clients a further chance to engage so they feel connected to the business, rather than just being another cog in the wheel.
It is also an occasion to update clients on the strategy of the business, its goals and its policies, and to be transparent about the way the wealth manager behaves.
So it is possible to give updates on the corporate news, which can range from information about recent acquisitions, to how many graduates the firm is hiring, while all the time trying to explain the thinking behind what the firm does.
Beware of the devil in the organisational detail
While the behaviour of a speaker, the questions asked and the weather on the day are all uncontrollable, there are many simple things that make the difference between a good and bad event that are well within your control.
Certain things to always get right include catering for everyone’s diet, getting the temperature in the room right and making sure the Wi-Fi code works.
Similarly, the best events use venues that are easily accessible by a range of different forms of transport and supply attendees with all the information they need prior to the event to make it as easy as possible for them to attend, as this can make a world of difference.
Something that should be front and centre of anyone’s mind when putting on a client event is that those attending have taken time out of their work day or free time to come, and it is your duty to make it worthwhile.
Attendees should come away feeling like they have learned something or gained a memorable and positive experience. Most importantly, they should leave secure in the knowledge that the business is an expert in its field and they are comfortable that their money is in safe hands.
