There is a lot of psychology and research that points to the power of surveys… whether people answer them, or not, doesn’t matter. Just the fact you are asking for their opinion makes them think better of you.
That’s why you get one every time you get a receipt at a restaurant or retailer. Unfortunately, they are missing the point. Surveys given at every turn don’t communicate… “We really care about you and value your input!” … but instead… this is just another thing you want me, your customer… to do for you, the person making money off me.
That said, not enough advisors use the power of surveys with their clients. You need to do this at least annually.
But make it fun! Mix in questions people will find interesting with your survey questions. You can use factoids about the history of money… or an interesting fact about the stock market… or really anything that you feel they might think, “Hey, that’s cool!” and share with a friend. Then, give the answer to the fun questions at the bottom of your survey.