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Category: Digital · 3 min read

Level Up Your Client Communications

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on November 7, 2019

author profile photo

on November 7, 2019

financial professional meeting with a couple

I’m not going to lie to you, communication can be hard. We communicate every day at work and at home, and, eventually, we may encounter a difficult situation. Maybe a prospect or client decides they don’t want to do business with you after all. Maybe you have to tell a client some bad news. Maybe a client lost a loved one. This is where it gets challenging. Knowing the right thing to say in the right situation, finding the right way to say hard things, and saying them with politeness and kindness is not always easy and immediate.  

As financial professionals, I think we sometimes struggle with client communications. We miss out on opportunities to build a connection with them, or don’t reach out enough. We aren’t always the best client communication managers, and sometimes we don’t communicate as quickly as we should. So, let’s change that. Let’s be financial professionals that communicate often and well. Let’s level up our communication game. Let’s say the right thing at the right time, even if it’s hard. Here are some ways to do that: 

We aren’t always the best client communication managers, and sometimes we don’t communicate as quickly as we should. So, let’s change that. Let’s be financial professionals that communicate often and well.

Pre- and Post-Appointment Communications 

Are you sending reminder emails before the meeting? Are you following up with a thank you email after the meeting? If not, you should be. These are two important touchpoints where you can show that you’re different from other financial professionals, and help improve your client’s overall experience.

These don’t have to be anything fancy. Think about an email or phone call you get for a doctor’s appointment. It’s usually personal, helpful, and something you may have forgotten. The same should be true of your appointment reminders, too. Keep them simple, to the point, and personal. Include the appointment date, time, and location, and that you’re looking forward to meeting with the client. That’s it.

And after the appointment? A simple thanks for your time message, and maybe a brief recap of what you discussed, is all you need to leave your client feeling important and heard.  


Skype Meetings 

A lot of clients travel throughout the year to visit family, take a vacation, or go to their winter homes. Usually, you’d wait until they come back to have a follow-up meeting, but with the technology available, you don’t have to. Instead, ask your clients if they want to set up a Skype or FaceTime follow-up meeting. Meet with them where they’re at, instead of waiting weeks or months until they return. This shows you’re committed, helpful, and flexible, and that you’re on it when it comes to different methods of communication.  


More Check-Ins 

Let’s be honest: you probably have some clients that you haven’t talked to in years. There may not be a specific reason for the lack of communication, but you just haven’t found an opportunity to give them a call or send them an email. Now’s the time to change that. Don’t wait for the perfect opportunity to reach out. Do it anyway, even if it’s just to see how they’re doing. No sales pitch, just genuine curiosity. Who do you need to check in with today? 


Extremely Late Follow-Ups 

It’s time to admit something. There’s most likely been a time where you’ve forgotten to follow up with a prospect or client. It slipped your mind and you didn’t remember until you thought it was too late. Maybe even months late.  

Even though it’s embarrassing and awkward, follow up with them anyway. Apologize for not getting back to them and dropping the ball, own up to your mistake, and take full responsibility. I think you’ll be surprised at how many people won’t mind too much, and will be willing to talk to you.  

Good client communication takes work, but it’s worth it. Implementing these four tips into your communication strategy can help you re-engage your current clients and make a solid first impression with new prospects. 


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Written By

Mark Williams

President and CEO

Mark Williams is the President/CEO of Brokers International. Over his more than 25 years of financial services experience, Mark has been both a producing independent agent in the field and a home office leader consulting to agencies and field marketing organizations. Currently, Mark is focused on the future of the insurance industry, from the disruptions of InsurTech and robo-advisors to the changing demographics and needs of customers. He also is an avid mentor, helping financial professionals navigate the industry.

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