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MFIS PSA 6 - The FORM Concept

"People don't care how much you know until they know how much you care."

 - Theodore Roosevelt

WHY is this meaningful to you?

What you know about financial products and services is important; however, it takes a back seat to the knowledge of how it relates to your clients. Clients need to trust people they do business with. By establishing this trust, you are building the foundation for a solid banking relationship.

Take Care of Your Clients

The best business people know that client relationships are the engines that drive their businesses. Knowing the difference between what your clients expect and what they value and acting upon that difference is essential. Clients expect prompt call backs and polite staff. Every one of these items is covered in Business 101. Clients also value exceptional service, and top professionals make a point of providing service that their clients value.

One way you can begin to take care of your clients is by profiling each of them within the top 20% of your area of responsibility.  Why the top twenty percent?  To revisit the Pareto Principle, it’s the top 20’5 of your clients who make up 80% of the revenues.  By knowing about their families, careers and interests you can provide them with more personalized service.

WHO is this proven strategy designed for?


For those who want to create or further enhance long-lasting relationships with their clients based on trust and rapport – thereby competitor-proofing them and cultivating an environment of advocacy through the delivery of highly personalized service – with this elite group.

WHAT should you expect?


You will: 

  • Begin to gather FORM information about each of your high value clients: Family, Occupation, Recreation and Money

  • Use this information to provide customized attention and exceptional service that exceeds the expectations of your high value clients

  • Begin to create advocates by being more responsive to clients' needs

WHAT you need to know


HOW to Take Action & Implement Successfully?


All client interactions have some degree of FORM. Whether it is a new account opening or an investment renewal, there are always levels of chemistry and in many cases; it is this impression that primes our clients for a relationship based on trust.

The FORM Process

Use the steps below to begin cataloguing FORM for your clients. The sooner you begin this process, the more quickly you will see the results of this highly-personalized approach to providing client service –especially with your high value clients.

  1. Understand what we are trying to capture by reviewing the FORM Easy Reference Guide.

  2. Print off and review the FORM Gathering Template.

    • This will provide you with an idea of the type of information you are looking to gather on each of your high value clients.

  3. Determine where on your contact management system you will store this information for each client.

    • This will ensure everyone on the team can instantly access, use and update it.

  4. Begin to document the FORM information (Family, Occupation, Recreation and Money) for each of your Top 20 clients.

    • You may wish to do this in paper form for now and then move this to your CRM or you may prefer to do this directly in your CRM.

  5. If you are unable to develop a comprehensive FORM profile for each of your Top 20 clients, you need to complete FORM Program below.

    • This program will allow you to accurately gather information about the lifestyles and interests or your clients.

  6. Every time a client interaction takes place, use FORM information to establish rapport with your high value clients.

    • You and everyone on your team should review FORM information prior to EVERY high value client interaction, whether it is a meeting, event or telephone call.

  7. FORM is an ongoing process.

    • Everyone on the team should continually update the FORM information by paying attention during all client interactions.

  8. Maximize Your CRM.

    • You can also use the Completed Actions and Additional Information sections in the client profile on your contact management system as resources to invest every interaction in the next.

Be sure to review the Moment of Truth BONUS Material! 

Special Instructions for MFIS 

Typically the FORM concept is reserved for "A" level clients only, however we want you to feel empowered to fully implement this with your top 20 clients. 

The FORM Program

The approach to gather FORM information about existing and new clients should always be conducted in a sincere and conversational way – that feels natural for you and the client.

Existing Clients

  1. Beginning NOW. Every time someone on the team interacts with a client they must gather FORM information and catalogue it in the FORM section of the contact management system. This may occur during a conversation over the phone, at an event or in person at the office.

  2. The next time a client is in for a review appointment the advisor must take the opportunity to gather and catalogue FORM information.

  3. Constantly review the FORM information to focus the conversation in a way to help you fill in the FORM gaps.

New Clients

  1. During the First and Second Appointments, the advisor should gather and catalogue as much FORM information as possible.

    • This will be discussed in more detail in the “Client Onboarding” section.

  2. Any interactions that a team client has with a new client as they go through the New Client Process are an opportunity to gather and catalogue FORM information.

Watch Here to Learn More




PSA 6 - FORM Know Your Client

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