The sun is back today as I write this and I am reveling in it! The air is fresh and warm, but with fall scents in it too. Autumn is a favourite time of year, so I am looking forward to it while enjoying the last sweet days of summer.
My clients are stepping into high gear, looking to make some big plays in their business and it’s a great joy to help them get there. I’m working with a seasoned insurance expert on her messaging to launch a wonderful communication product she’s bringing to her industry. So exciting to see her send it out into the world! A wealth management client is working with me to refine his approach to a particular niche of professionals and create a detailed referral process. And I’m coaching a wonderful young advisor to transition his practice from a general book to serving HNW clients only. He’s quadrupled his income since last year.
Each Advisor has a different focus but there are foundational concepts common to all three –Take note! If you want to crack open a whole new level of business, a solid financial plan is not enough. You’ve got to reach your prospects and clients on an emotional level! Today’s article Grab Your Client By the Heart takes that idea from concept into specific ‘How-To’s!
I’m making big plays to keep growing in my business as well. I’m developing a Wealthy Advisor Program, and also a webinar series to help bring these important skills – and the success that comes with their mastery – to more of you. Stay tuned for more information. Your Mission: Be bold this week!
And remember… Speak from the heart. It’s good business.
Grab Your Client By the Heart
3 Tips to making a stronger emotional connection with your clients
by Kira Callahan
‘I may not remember what you said, but I’ll always remember how you made me feel.’ George Bernard Shaw really knew what he was talking about!
When you think about all the compliance and small-print documents you and your clients have to wade through, all the numbers and industry-speak, it’s easy to let the important personal touches in serving your clients slide. But it’s these touches that create a sense of comfort and trust, and a lasting loyalty that is the foundation of a truly successful practice.
When your clients have a friend or family member in need of some financial assistance, do you want them to say ‘Well, call around. Someone might get you a better rate of return.’ Or would you prefer them to say thing like ‘We trust Adam with our financial future. He’s always thinking ahead and he really cares.’ Or ‘Linda’s like part of the family! She knows all of us, and she really goes the extra mile. We trust her implicitly.’ These strong feelings come from the personal touches far more than from a great financial plan.
Here are 3 Tips to making a stronger emotional connection with your clients:
1. Personalize. Every conversation and email is an opportunity to deepen your connection. Asking ‘How’s the family’ doesn’t count as personal. It’s too general to have any impact. Instead, take good notes and review them before your next conversation. Being able to ask: ‘Did Sarah get into the med school she wanted?’ will show that you genuinely care.
2. Share a bit of yourself. Next time you’re sending out a newsletter or some seasonal correspondence, take a couple lines and tell them a little about what is happening with your own family. Whether you’ve had a wonderful vacation adventure or your kids are in the science fair or you’re caring for elders, when you reveal what’s going on in your world, you break down the barriers between you, and you become more real and approachable to them.
3. Make the work Fun! For many people, financial planning is stressful. It brings up all kinds of worries and vulnerabilities. This is one reason so many people avoid it! Find ways to bring some lightness and humour into your processes. Break up the ‘heavy-lifting’ parts of your meetings with a treat. Surprise them by tucking a hilarious (and relevant) photo quote into the packet of financial documents they have to review and sign.
When you are planning your client communication strategy, be sure to include ‘Emotional Connection’ as a sub-heading and work these 3 tips into your process. Grab ‘em by the heart and their loyalty and business will follow.