Back in August, I wrote about new research on what shapes how consumers recall interactions and experiences.    

What researchers have found is that in every experience, two things play the most important role in what people remember - that's true whether it  be a restaurant meal, a vacation or a meeting with an advisor,

These two things are known as the "peak end effect."

The "peak" effect

The first and most important thing that drives recollections are the extremes of an experience, both good and bad. That's the peak component  ... and that's what I wrote about in August

The idea here is that to make a lasting impact you have to stand out.

So for example if you invite key clients to an annual lunch as a thank you, often that lunch quickly becomes ho-hum, it doesn't stand out.

A better use of money might be to do something more impactful every two or three years - for example invite top clients to  a private dinner at a top restaurant, maybe give each a good bottle of wine as they leave.

Chances are you'll spend the same amount of money in total - but by doing something bigger and more dramatic less often, you're more likely to stand out.

And the other things that people remember the most is what happens at the end of an experience - that's the end part.

The "end" effect

The other thing that drives how people remember an interaction is what happens at the very end - this is called "the end effect".

There are broad implications to this.

If you're running a restaurant, you need to think about how you leave people with a positive recollection of the end of the dining experience.

That can be a complimentary mini dessert or small glass of dessert wine - lots of high end restaurants serve a complimentary amuse bouche at the beginning of a meal, kind of a mini appetizer. If you buy into this research, you could consider moving that to the end of the meal.

You could have the maitre d make a special point of thanking people for coming - and using their names in doing so, after all if you've made a reservation, they should have your name.

And finally, you could ensure people got their bill promptly. We've all had the experience of having an enjoyable meal and then being incredibly  frustrated at getting the bill at the end - and if that's the last thing you experience, that will shape your memory of the entire evening.

Ending on a positive note

The first thing that advisors need to think about is how to choreograph a meeting so that they end on a high point.

The best way is by using a meeting agenda to ensure your last item is a positive one.

As a general rule, advisors put the most important issues first on an agenda - and that's as it should be.

But you also need to insure that you leave some high points to the final couple of agenda items, to end a meeting on.

You could end by saying you're planning some client breakfasts or lunches in 2011, that this client is someone whose opinion you value and would like to take three minutes to get his or her feedback on a list of possible topics.

That communicates a few positive messages. First it speaks to your commitment to providing clients with useful information. And second, it communicates that you value this client's opinion and that you value this client.

Alternatively, you simply thank clients at the end of a meeting by saying something like this (using your own words:

"Jim and Sandy, I just want you to know how much I appreciate the opportunity to work with you.

You're among the clients I value the most, If there's ever anything I can do to improve your experience or if you ever run into a problem of any kind, I want you to pick up the phone and call me."

Or consider ending a meeting with these words:           

"We've covered a lot of ground today.

If you take just one thing from this meeting, here's what I'd like you to remember"

And now you have an opportunity to really drill down on an important and positive message for the person you're meeting with to take away.

One final point.

One older client I interviewed said his advisor always walked him to the elevator after a meeting, waited for the elevator to come and then thanked him one last time for meeting.

A small thing - but sometimes it's the small things people remember.

Whatever route you choose to go, give some thought to how to end meetings on a positive note - the two or three minutes this takes could pay big dividends in the impression clients walk away with.