Last week we wrote about why and when you should reach out to your clients. One of the points we made was that just because you think something is important doesn’t mean your clients do as well.
The same is true for how you reach out to your clients. Just because a certain type of communication works for you doesn’t mean that’s how your clients want to hear from you.
Let’s discuss some of the ways and means of client communication:
- Group messaging through newsletters, email or social media. A broadcast message is the most efficient way to share a message. It also allows clients to view the message in their own time. The major drawback to this type of communication is that it lacks that personal touch.
- Phone call. For many advisors, the phone is their primary means of communication. Nothing quite matches the ability of the human voice to convey warmth and caring. However, the ring of the phone can be a welcome or an unwelcome interruption to a client’s day.
- Individual email. The business world loves email. An email from an advisor allows the client to manage the communication in his or her own time. It also serves as an excellent way to keep track of an ongoing conversation or project. However, email often lacks nuance and emotion that can lead to misunderstandings.
- Text message. For some clients, texting is the preferred way to go, but not all firms support texting as a compliant means of communication.
- Written letter. Do you remember the last hand-written letter you received? In today’s digital age, putting pen to paper demonstrates true commitment and caring.
Have you asked you asked your clients what they prefer? Is there a certain channel that works better for them? Or is there a day or time that allows for better communication?
As you prepare for communicating with your clients in 2019, take the time to review and confirm how they want to hear from you, and then follow through by adding that information to your CRM.