Eight ways to connect with your customers
Most customers associate good service with ongoing communication. Conversely, one of the main reasons clients give for leaving is lack of communication. Everyone wants to feel like an important customer or at least get attention. Being responsive to customer inquiries is important, but the right advisors are great at raising awareness. How can you connect with customers?
1. See them face to face. Personal contact is always the best. It helps advisors “read” clients. You have a lot of options. You can meet at their home or office. You can take them out for lunch. They can visit your home. Due to the pandemic, people may be reluctant to meet in person. Video calling isn’t a perfect substitute, but the second best thing is.
2. Talk on the phone. Meetings can be difficult to organize, but calls can be immediate. They can be scheduled or spontaneous. If something is happening in the market, news, or something in the wallet that needs attention, you can pick up the phone and call. The customer knows you’re on the ball. I have found that getting straight to the point is a trait appreciated by busy people. They’re more likely to take your call if they know you’ll be brief.
3. Sending emails. Phone calls require either immediate attention or return the call after hearing the message. This means that contact is limited to office or daytime hours. Emails can be answered at midnight or whenever the customer has time to focus their attention. They can be saved and processed later. They can be personalized.
4. Publication of an electronic newsletter. Many advisers take this route. I have seen some great examples. A local RIA publishes an excellent electronic newsletter. I literally stop whatever I’m doing to read it when it hits my inbox. It tells me what the market did last week and why. He tells me what economic data is coming out next week and when. I often try to reply by message, thanking them for sending it. Another advisor sends an email that’s a newsletter, but it’s not. These are a few short paragraphs on “what I see out there”. His low-key style kept customer spirits up when the market had its dark days years ago. Customers know he’s looking out for their best interests.
5. Sending letters. Physical letters have endurance. They also stand out. So many people have switched to electronic communication, which has blurred these channels. Everyone is screaming at the same time. During this time, your mailbox is almost empty! You can cut out a newspaper article, sending the clipping with a note. It communicates, “I’m paying attention to what’s important to you. “
6. SMS. Many people prefer text messages to emails. It’s instant messaging, popping up on your phone and asking for attention. Emails tend to pile up because you get so much of it. You need to get your point across in a few words, which can work in your favor. It’s a great way to confirm meetings or confirm that something has been done.
7. Social networks. Everyone is using it now. Businesses encourage it. You can post content, establishing yourself as a subject matter expert. He keeps your name in front of people. You can also send messages, just like email. I prefer messaging because there’s no guarantee someone will see what you post to the feed, but messages go straight to your connection.
8. Priority mail. It’s been a while. Express Mail entered regular service in 1977 and the Priority Mail Flat Rate Envelope debuted in 1991. Despite its age, there is always a sense of urgency when one arrives. It attracts people’s attention.
There are many ways you can connect with a customer, showing them that you care and that you value the relationship.
Bryce Sanders is President of Perceptive Business Solutions Inc. He provides training on HNW client acquisition for the financial services industry. His book Captivating the Wealthy Investor is available on Amazon.