Have you ever left multiple voicemails, sent follow-up emails, or even texted a client only to hear nothing back for days or weeks? You like the client, but you don’t like the situation. They don’t seem to understand the urgency!
That’s not just a communication gap instead it’s what I call The Response Gap: the lag between your request and your client’s action. And it’s one of the biggest bottlenecks in client servicing today.
Most advisors don’t realize they’re dealing with it. They think slow client responses are just a part of the business. And instead of addressing the real problem, they send another reminder, make another call, or hope for a reply. But the key isn’t following up more, it’s following up smarter.
Jim Rohn, an American motivational speaker and author said it best, “Without a sense of urgency, desire loses its value.” And, I believe that is true!
Let’s look at a stepwise approach around creating client urgency so that your clients act faster, your business runs smoother, and your follow-up process becomes a true system.
Step 1. Understanding The Response Gap
Picture this: you’ve asked a client to sign one simple form. You’ve emailed, called, and even texted, yet days go by and your inbox stays quiet. You like the client, but they just don’t see your request as a priority.
That delay (the space between when you ask and when they act) is The Response Gap. It happens when your message lacks urgency or clarity about why the client should act now.
The good news? You can fix it. Once you learn to communicate a sense of urgency clearly, clients start responding faster, their paperwork moves along, and you stop spending hours chasing them down.
Step 2. Building a Urgency Framework
The most successful advisors I coach don’t just follow up, they frame their communication to create urgency. In other words, they use what I call The Urgency Framework, a four-step system that helps clients understand why your request matters and why they should act immediately.
Here’s how it works:
1. Intro: Who you are and where you’re from
2. Reason: Why you’re reaching out
3. Three Benefits: What the client gains or avoids losing by acting now
4. Close: The next step or clear call to action
When done right, this approach can transform vague messages like “Get this back to me when you can”, into confident, professional communications that motivates clients to move, like “By signing this today, we can keep your account on schedule and avoid delays.”
Remember: urgency isn’t pressure, but it’s about providing clarity. When clients understand what’s in it for them, they respond quickly and with confidence.
Step 3. Mastering The Curiosity Message
Even when you do everything right, some clients still go dark. They get busy, distracted, or forgetful. That’s where The Curiosity Message comes in, which is a short, simple, and effective tool to re-engage unresponsive clients.
Here’s the script:
“Hi [Client Name], this is [Your Name] with [Firm]. I’ve got a quick question that only you can answer. Can you call me when you get this? My number is ________. Thanks.”
That’s it—no details, no pressure, just curiosity. As a result, the client can’t help but wonder about the question that only they can answer. When they call back, you pivot to your original message and guide them toward action.
It’s the perfect way to reignite stalled communications and close the loop without sounding pushy.
Why Creating Client Urgency Works
The reason why creating urgency works so well is because utilizing these tools gives you a repeatable process to connect with clients clearly, consistently, and confidently. In turn this helps your clients understand not just what you need, but why it matters right now.
In Advisor Solutions Podcast Episode # 146, Creating Client Urgency, you will find a much more detailed account of advisors and agents that have applied each step and how it has helped them to create urgency.
Remember, when you shift your messaging, you’re not just following up, you’re leading with purpose. That’s the art of creating client urgency: helping clients take action now so you can both move forward, faster!