Right now, some of your clients are feeling very uneasy about Rachel Reeves’ first Budget on 30 October. A number will have already spoken with you while others are (for all sorts of reasons) likely suffering in silence.

Given the recent statements by Reeves and Keir Starmer, the withdrawal of the Winter Fuel Payment, and the constant speculation in the press about increases to Capital Gains Tax, Inheritance Tax, and other taxes, it’s hardly surprising that some of your clients are rattled. And it isn’t only your existing clients who are feeling this way.

Prospective clients (people who have previously enquired about working with you but haven’t yet engaged) will probably be even more anxious.

I know what you’re probably thinking: you don’t know what Reeves will announce, so how can you give clients the certainty they crave?

You can’t.

But that won’t prevent clients (and prospects) from turning to you, and it doesn’t mean you shouldn’t try to provide information, confidence, and reassurance as best you can.

Here are four practical and straightforward things you could consider doing.

1. Sending a pre-Budget communication

Your clients probably fall into one of three groups:

• Clients who’ve already contacted you to discuss their concerns.
• Clients suffering in silence because they don’t want to bother you, would rather not know the answer, or worry they’ll look stupid by approaching you.
• Clients who are resigned to their fate or are so zen that they’re not worried.

We need to worry about the clients in group two because they won’t come to you, so you must go to them.

The first step is to consider sending a sensitively worded communication before the Budget. Your aim isn’t to give advice but to provide reassurance that you’re in their corner.

This is also an opportunity to prevent clients from emailing you after the Budget, asking why you didn’t make recommendations before the speech, and explaining the difficulties of advising without all the facts.

2. Organise pre-Budget drop-in sessions

Research from VouchedFor shows a link between the number of touchpoints an adviser/planner has with their clients and advocacy. So, as we’ve already explained in the pre-Budget communication, consider offering your clients 30-minute drop-in sessions.

The fact that you’re making this offer will help some clients get over their concerns about contacting you. After all, it’s easier to be asked out on a date than to ask someone out, right?

It’s simple to organise, too.

Make some slots available in your diary and offer them to clients and prospects on a first-come, first-served basis, allowing them to book through email or an online calendar like Calendly.

3. Update your clients on the day of the Budget

October’s Budget will probably be the most significant for your clients since George Osborne announced in 2014 that no one will ever have to buy an annuity again.

Your clients and prospects should hear about the changes from you on the day of the Budget. Emailing your update on the same day gives them the key points in a timely way and confidence that you’re “on the case”.

Conversely, sending it a week later means clients will look elsewhere for information and risks making you look slow and unresponsive.

I get it, though. Writing a lengthy Budget update on the afternoon of the speech isn’t everyone’s idea of fun. So, in typical Yardstick fashion, we’re here to help.

• If you take Yardstick Membership from us (our done-for-you newsletter and article service), you will already have received an email from us offering to send a communication to your clients and prospects on the day of the budget. The communication costs £150 plus VAT. Email membership@theyardstickagency.co.uk if you haven’t already opted in and would like to do so.
• If you don’t take Yardstick Membership: On Budget day, we can provide an article summarising the key points. This costs £195 plus VAT, which means you can spend time distributing the content rather than writing it. Email hi@theyardstickagency.co.uk to place your order, and we’ll send the article to you in a Word document on the afternoon of the Budget speech. 

4. Offer post-Budget drop-in sessions

In the space of an hour on 30 October, we’ll go from speculation to certainty (alright, more certainty – as Mr Kwarteng will tell you, Budgets can change!).

Some clients might be reassured.

Others might be even more anxious than in the weeks leading up to the Budget.

So, consider more drop-in sessions. Here’s how it might work:

• Clear your diary for Friday 1 November.
• A few days before the Budget, email or WhatsApp clients and prospects explaining that you’ve cleared your diary (this makes them feel special) and that you’re offering free 30-minute sessions. To book one, they should send a message back or use an online calendar.
• Then, on Budget day, remind clients, perhaps in the communication we mentioned above, that you have available slots and explain how they can book one.

The best thing about this approach is that you’ll make clients and prospects feel special.

And if no one books in, you have a free day to catch up on some work or take a poets’ day (prize for the first person to email phil@theyardstickagency.co.uk to tell me what that stands for).

That sounds like a win-win to us.

Stand up or slide under?

There are times when many of your clients will look to you for information, confidence, or reassurance.

October’s Budget will be one of those, and you have two choices: step up and give them what they need, or slide under the table, put your fingers in your ears, and wait for the Budget’s fallout to pass.