Q: Do clients still want face-to-face interaction?
A: In my experience, they want it more than ever. They crave a trusting relationship where they know it’s going to be long-lasting and they can rely on you. A face-to-face meeting creates trust; when you can look someone in the eye, there’s a bond.

Paul G. Krasnow is the author of The Success Code: A Guide for Achieving Your Personal Best in Business and Life. He’s also a financial representative at Northwestern Mutual Life Insurance Company, where he has been a top producer for 40 years. Krasnow regularly speaks for multiple associations in the U.S. and has given seminars for law and CPA firms in the Southern California area.

Q: Why now more than ever?
A: Between email, texting and social media, there’s an isolation taking place. It’s so difficult to get a new client. You have to connect with them to keep them. You have to be relevant at all times. When I have something extremely important to say to my client, instead of emailing or texting, I’ll write them a letter. They know if I’m taking the time to do that, there’s care behind it.

Q: Why should you invest in at least one in-person meeting with your top clients?
A: Some information you just can’t send over the internet. At times it’s impossible to understand without someone breaking it down for you. It’s costly to lose a client. When you have meetings, they appreciate what you do and then you get referrals. After all, I’m attempting to make people’s lives better by providing them information. Then I use a carefully balanced mix of technology to maintain the relationship.

Q: When is there too much interaction?
A: When you become intrusive. I instigate a meeting once a year, but if I get a call, of course I’m available. My clients are busy and they’re successful. I value their time. Your most important asset is time.

Q: How do you know what your client prefers?
A: I tell them how I communicate with them. They’re going to hear from me 12 times a year. On their 6-month anniversary with me, I meet with them and keep them up to date on information that’s financially important for them. They will hear from me when they have a birthday, or they get a news brief or a tax letter that directly pertains to their life. They’ll also hear from me by email for information about their industry that they might find helpful.

Paul G. Krasnow is the author of The Success Code: A Guide for Achieving Your Personal Best in Business and Life. He’s also a financial representative at Northwestern Mutual Life Insurance Company, where he has been a top producer for 40 years. Krasnow regularly speaks for multiple associations in the U.S. and has given seminars for law and CPA firms in the Southern California area.