As a counselor, you have the unique privilege of walking alongside your clients through their most important life events – the highs and the lows. You have supported them in moments of grief, celebrated weddings, welcomed a new life and guided them through the sale of their businesses. However, when you share your monumental news—selling your business—you may face a deep fear of customer reactions.

The anxiety around this announcement can feel overwhelming because it's something they've never done before. Many founders dread this moment, worrying about how their customers will respond. After navigating the arduous journey of choosing the right partner, enduring due diligence and surviving legal negotiations, the discovery of the sale can seem overwhelming. It's tempting to approach this conversation with a detailed list of reasons why the sale benefits customers, but this can often feel transactional and impersonal.

Flip the script: Celebrate the journey

Instead, flip the script and start from a place of celebration. As you've cheered your customers on through their biggest moments, you can invite them to celebrate your once-in-a-lifetime event. This moment is not just about business; it's about the relationships you've built and the trust you've built over the years.

You may struggle with accepting praise and may rush past this step, focusing only on the customer's benefits. However, it is essential to create space for your customers to stop and share the excitement of this news. This is a unique opportunity to deepen connections and strengthen the bond you share with your customers.

Founders who have navigated their M&A journey often describe the client communication process as a uniquely validating experience. During these conversations, clients often express the profound impact the founder has had on their families over the years, sharing what they truly value about working together. This exchange not only reinforces the strength of the relationship, but also allows clients to celebrate their successes and the journey they have shared. It's a powerful reminder of the meaningful connections built and the positive impact founders have on the lives of their clients.

Heart of the matter: Customer concerns

Remember that your clients care deeply about you as their advisor when you deliver the news. Their main concern is likely to be whether they can continue to work with the trusted professional they have come to rely on. They want reassurance that you will still be there for them, ready to support them through life's challenges.

Consider this analogy: If a doctor asks a patient whether they would rather their doctor fight insurance issues or spend more time taking care of them, the answer is clear. Patients want their doctors to focus on their well-being. Similarly, your customers want reassurance that, despite the changes, you will remain committed to their needs and concerns.

After all, this is a relationship business. Your clients appreciate the time and energy you invest in their and their families' financial futures. By partnering with a new firm, you not only conserve your energy, but also increase your ability to focus on what really matters—the well-being of your clients.

Look at the data: Customers are sticky

While it's natural for founders to feel nervous about communicating changes to their clients, it's important to remember how stable wealth management clients are. Look at the data to build confidence in those conversations. Wealth management client retention is north of 95%. High retention stems from advisors' deep connections with their clients. This further reinforces that this is a relationship-focused business. Almost every M&A deal includes a customer retention component, with buyers typically assuming this will be fully realized given the industry's high retention rates. Understanding these dynamics can provide reassurance to founders navigating transitions.

Embrace the Holiday

As you prepare to share the news of the sale of your business, embrace the celebration. Let your customers join you in this exciting chapter. By fostering an environment of trust and connection, you can ease their fears and strengthen the bond that brought you together. This moment is not just a transition; it's a chance to deepen relationships and pave the way for a bright future for you and your clients.

Emily Blue is a co-founder of Hue Partners.