People hire financial advisors to help them manage their money. So you’d think those clients would want to talk money every time they speak with their advisors.

But that isn’t the case.

Most people would rather only discuss financial matters when a specific need arises. Unless they need to change course, it’s easier and less stressful to not think about the details too closely.

When those needs do arise, clients will reach out to you. But that might not be often enough to stay in front of them on a consistent basis, especially if you want them to be a source of referrals.

So what’s an advisor to do?

Find things to talk to your clients about that have nothing to do with money. Put the prospectus down for a moment, and instead focus on building a personal connection.

Open the door to more referral opportunities

Most referrals start with a conversation, so communicating more often with your clients is one of the most important things you can do. And you’ll have a better chance of starting a conversation when you have more things to talk about.

Not only that, you’ll have more opportunities to connect with the entire family. If your clients’ spouses and children aren’t actively involved in the family finances, talking shop isn’t going to help. And even if they are, an all-business approach may not work.

Best-selling author Barbara Stanny, an authority on women and wealth, shared 5 insights into how women think. Number one is: “Women are all about relationships.” While men think in terms of transactions, women want to make connections.

Eventually, a spouse or the children may have to take over the finances. And if you haven’t developed a relationship with them before that happens, it may be too late. Seventy percent of women leave their advisors within a year of their husbands’ deaths. And according to the data, anywhere from between 66% to 95% of children fire their parents’ financial advisor after they receive an inheritance.

Even worse, failing to connect is costing you long before these events. Don’t forget that these people have their own circle of friends and coworkers they may be able to refer.

How to start nonfinancial conversations

It can feel strange or even counterproductive to talk about things that aren’t directly related to your business. But it’s not difficult when you get used to it. We coach our clients to use the FORD method, where they ask questions and have conversations about clients’ families, occupations, recreational activities, and dreams or aspirations. Here are a few strategies.

1. Play to your clients’ interests

If you’re reaching for things other than finances to talk about with your clients try using the FORD method.

Does your client like to cook? Try sharing a recipe you think they’ll enjoy. Or perhaps you know that a client enjoys traveling. You can tell that person about a great destination. Something as simple as asking a question about a client’s interest is usually enough to spark a conversation.

2. Interact on social media

The key to developing relationships with clients on social media is to actually be social. As much as you want them to engage with you. comment, like, and share their posts too.

Social media can be a treasure trove of information you can use to break the ice. If you’re connected on Facebook, Instagram, or any other platforms or networks, make sure to comment, share, and otherwise interact with their posts. And the next time you speak, bring up the topic. You can also share things on your accounts that have nothing to do with money that your followers may comment on.

3. Send a personally branded magazine

Your clients and sphere can’t help but be impressed by the quality of these magazines that look like they come straight from your desk.

Sure, this one is a shameless self-promotion of our product, but it works. Every other month, our clients have new icebreakers in the form of articles, recipe cards, and related content. And their clients’ families can share the magazine among themselves, which creates opportunities to start conversations with everyone in the household. Click here, and we’ll send you a free sample copy.

The takeaway

Although your clients may hire you to talk about money, it’s the conversations about other topics that could make the difference in keeping them as clients and getting introduced to new prospects.

Aim for a mixture of business and more personal reasons for contacting your clients to build stronger client relationships.