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Category: Loyalty · 4 min read

How are you Talking to Your Clients?

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on February 21, 2019

author profile photo

on February 21, 2019

Man and woman sitting at a table and smiling, with another professional sitting with them

Your clients and prospects don’t know what they don’t know, and they may not know much about your services, the basics of investing, or how to plan for retirement. 

If that’s the case with your clients, then congratulations! You have a wonderful opportunity. Right now, your clients need you. They need you to tell them about what they don’t know. They need you to help them.  

So, instead of starting with your normal sales pitch, start with information. Start by giving them the knowledge they need to make an informed decision about working with you and about their insurance options. Here are some tips to do that effectively: 

Start by giving them the knowledge they need to make an informed decision about working with you and about their insurance options.

Keep it Simple 

You know a lot about your products, services, and industry, but your prospects and clients may not. That’s why it’s best to keep it simple, at least in the beginning. Think of it this way: when you drove for the first time, you most likely didn’t know what you were doing, and you might’ve been nervous and afraid. The same can be true for your clients. They may not know a whole lot about retirement strategies or financial products. So, start with easy concepts and definitions, and work your way up, so they understand what you’re talking about, feel at ease, and can see exactly how you provide value.  


Put it in Words they Know 

Ditch the industry jargon. Words like fiduciary, rider, RMDs, and FIAs may go right above your clients’ heads. Put what you want to say in simple, clear terms and words that anyone would be able to understand (even a kid). Better yet, if you have kids, practice on them. For example, explain that fiduciary means to act in their clients’ best interests, and there’s a level of good faith and loyalty that comes with it. Or, instead of saying rider, say optional benefit. And if you catch yourself using abbreviations, stop and explain what it stands for and what it means. The goal is to demystify and unpack these complex terms in a way that’s easy to understand.  

Put what you want to say in simple, clear terms and words that anyone would be able to understand (even a kid)

Do it Digitally and In-Person 

Don’t have one-way communication with your clients. What I mean is give this information in more ways than one. Post about it on social media, write an email, create a brochure, and make a video. Get creative with it!  

And yes, you should definitely explain things in person with them, too. That’s important and necessary.  

But think beyond that to create additional entry points for communication and conversations digitally. That way, you have more ways to engage your prospects and clients, which may lead to increased credibility and sales.  


Present Yourself as the Thought Leader 

As you share information and tips to your prospects and clients, you naturally set yourself up as a thought leader. A thought leader is someone who’s in touch with their industry, and has important insights to share with their peers, and shares them regularly. They can be regarded as wise, credible, knowledgeable, and a pioneer. They’re active on social media, and they aren’t afraid to say what they think, but they carefully think it through first. Because they have earned respect in the industry, they can effectively build their business by sharing their thoughts and opinions. This can also help build relationships with prospects and clients, and helps them confide in you earlier.  

Take the concepts I mentioned earlier (basic explanations, jargon-free talk, and multiple approaches to communication) and you can come across as a thought leader that is knowledgeable and helpful. This takes hard work and time, but it will be worth it in the end.  

Ultimately, your clients want a great experience. They want you to help them figure out the right strategy or approach, and you can effectively do that by fine-tuning how you talk to them. As you meet with prospects and clients, gauge how much they know about your products and strategies, and base your questions and explanations appropriately. Your clients will thank you for it. 

All of this helps build client loyalty and dedication. For more ways to improve client loyalty and retention, check out our Loyalty Builder tools, or contact us today.  


For Financial Professional use only, not for use with the general public. #19-0064-020720 

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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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