There are four key soft skills which are critical to engaging clients and adding value to your business
Like many advisers, I entered the profession with the desire to help people. I thought that my supreme technical skills would be the most important piece of the puzzle however I was wrong. Experience has taught me that the main value I add to my clients and my business is the ability to engage with clients.
A recent client survey conducted by our practice proved without doubt that they most valued our approachability; communication; accessibility and honesty. Whilst technical competence is a given and has helped me build a successful business, the soft skills required to engage with clients (and therefore acquire and retain them) are critical.
Here are four tips for successful client engagement:
- Be a real person. I remember the first meeting I had with a client. I was so nervous it was ridiculous. I knew he was thinking about retirement so I made sure I was up to date with the latest super rules, Centrelink thresholds, tax rates and so on. I walked into the meeting armed with reference materials, text books and a calculator, prepared to impress with my superior knowledge. Needless to say, the meeting was a disaster as I was too busy trying to prove my worth and impress with my knowledge. Nowadays, there is rarely a calculator in sight, let alone a text book. I find it much easier to be a real person when I’m listening and interacting with my client (or potential client). My best clients are those who don’t mind having a laugh with me and don’t mind if I make a mistake here and there. That’s what real people do.
- Be a communicator. Apart from being the most effective way of communicating, speaking to my clients in person or over the phone is also how I am able to understand their needs better. Email can be quick and efficient and to the point, but I don’t get to hear or see what is really going on in my client’s life. If I can understand my clients better, I can provide them with better advice and further build the client relationship.
- Be accessible. My practice has a clear value proposition that if a client needs to speak to me I am available. If not immediately, then I or my staff will be in touch that day. Quick response to emails is also a priority. I may not be able to answer the question or solve the problem but what my clients value is the fact I’ve acknowledged their concern and will have it resolved within a known timeframe. I’ve had this approach from the very beginning and very rarely has it been abused.
- Be honest – hard truths. One of the most difficult tasks in my role as an adviser is telling a client that they will not be able to achieve their goals. As hard as it is, this is what I am being paid to do and it is appreciated by my clients (eventually). When the situation is known, it allows them and me to re-evaluate strategies, timeframes and goals and get back on track. It also shows them that I am working for them all the time and not only when things are easy.
Our profession and my business is built around people and by showing my clients that I care about their situation and their lives, they are more engaged with me and my practice. This has been a core element in the growth of my business and why my clients have remained with me and continue to refer.
