First, make a list of these top participants. These participants may all be within one plan or from multiple plans. The impact will be different in each approach. Next, set up a meeting with each of these individuals over the few months. At the meeting, ask them about how their financial situation has changed over the past several years. Chances are, they will have a story or two to tell you.

The purpose of this meeting is not to sell a product or provide a solution, but merely to hear what they have gone through. You should learn about their hopes for their financial futures and ask them about their retirement goals. You should also have them list their fears, opportunities and strengths.

Next, shift the conversation to personal preferences, including favorite books, authors, subjects, movies and music. In this way, you can learn about their interests, and when sending them a note about your conversation, you can include a book or other appropriate gift that relates to these interests. In that note, also include the fears, opportunities and strengths that they listed so that they can further reflect on them. Be sympathetic in tone, and just watch for the response that you receive.

We live in an impersonal, technology-driven world. From a text message to an email, we hardly even hear the voices of the people with whom we communicate, much less see their faces. By sitting down with your plan participants and by getting to know them, you can gain an edge on your competition.

Help the people you meet with stay positive and demonstrate your gratitude to them. In this way, not only do you retain clients, but you also attract new business through referrals. Showing your clients, plan sponsors and participants you care only takes a small amount of time and effort, but the rewards are infinite.