As speculation regarding the potential end of the bull market increases, many managers may find themselves unprepared for how and what to communicate to clients when the bear eventually emerges (and eventually, it will). Yet managers who provide a steady stream of communication with sound, strategic messages in both up and down markets—and up and down individual performance periods—tend to have a better track record for attracting and retaining assets.
Developing core marketing messages that are relevant both in times when markets and performance are up or down is critical to your communications strategy. Your key messages should resonate in any market environment. In fact, when performance is down, your messaging should be the first thing you point to explain underperformance to clients, because it supports your process.
In addition to disseminating your tried and true messages, your content should address the tough questions posed to your salespeople. Think of your content as conversation starters, explanations and education your salespeople need to not only get in the door, but to be ahead of the game once they’re in the door. Your communications should answer your clients’ questions before they’re asked, giving your sales teams points to reinforce with stats, visuals or simple explanations. And your sales teams will likely be able to anticipate what those questions will be, so marketing and sales should work closely together on communication content topics.
Solidifying and consistently communicating core messages is a key part of a marketing strategy that helps build and sustain relationships—regardless of market environment.