How well do you look after your most important client?

It's an interesting question.

PCE found themselves needing to ponder this recently. We had neglected our most important client. The impact was dramatic. The realisation that was had taken them for granted was shattering.

We had lost the connection to our most important clients:

- current state of affairs
- mood
- concerns
- dreams
- level of satisfaction

We had not checked in.

And it forced us to ask the question how many of us, financial services professionals have really looked after our most important client, or is that client subsidising the time we spend on everything and everyone else.

From a financial planning and risk perspective are we really certain that our most important client has in place:

- well defined and executed succession planning both personal and business
- has a map of financial and personal milestones and we are up to date with the progression as well as actively planning for the next checkpoint on that map
- that the safety net of insurances is presently well structured and offering the best coverages with features suited to what is actually important for the nuances that the client possesses
- that we have and continue to engage our client on an emotional dynamic in that we are aware of how simply they are feeling about life, about daily issues, about the dreams long terms and more immediate for example the next twelve months
- and have we taken the time to plan out what those dreams actually are, how they will be fulfilled and what the plan is to work towards them

Simply : have we sat down and engaged, truly engaged our most important client, ticked of the basics and continued the journey.

PCE would argue that as we get caught up in the daily routine, as we battle with FOFA, FOFA implementation and the volume of information and work in our day that we do not deliver to our most important client anywhere close to what is desirable.

And the evidence is all around PCE when we visit advisers.

The most important clients do not have:

- buy sell agreements in place
- inadequate contingency plans for family in the event of business interruption
- other risk management measures adequately catered for
- balance between work and home
- a set plan for the year
- any set goals for the family that are being actively worked upon
- a set time that has been put aside to articulate how they are progressing on life goals : personally, family, business

And here's the worst part.

Exactly who is your most important client?

It's you. And it's your family.