This post is part 4 of our 8 part series on increasing Client Engagement from our Client Relationship Performance in the New Behavioral Economy White Paper. The insights will demonstrate in practical terms how to apply predictive behavioral insights to tailor client communication and provide unique client experiences.
Behavioral Insight 4: Advisor Client Matching
Earlier in this series, we learned about Chris Coddington and his meetings with a client named Frank Butler. Chris was given information about the 4 Communication DNA Styles and processes for discovering which communication style a client has. (Click here to read the previous posts in this series).
We asked Chris, Have you ever wondered why clients have suddenly left your business for no apparent reason? Or why some clients have taken a long time to make a commitment to your service? Why do some clients cause your heart rate to increase when they call? Or, what about that one-hour client meeting that has left you feeling exhausted?
The bottom line to all of these questions is that there is a lack of emotional engagement by Chriss clients. We said to Chris, You may be rationally serving the client very well, and he or she is satisfied with your service. However, the client is not emotionally connected to you, and therefore there is an inherent lack of trust. There could be many reasons for it. Usually the main reason will be that you have a different behavioral style from many of your clients. This will naturally lead to a gap in communication. Differences between people are wonderful, and they can be capitalized on to get great results. However, differences also divide and must be understood, accepted and respected by us in order to get along and build client relationships. This is also true of marital relationships, teams and business partnerships.
We suggested to Chris that in order to be successful in his business he would need to master the behavioral differences by adapting his behavior, and so would his team. As the Compatibility Matrix shows, it may be easier to match up to those clients who are similar to you in behavioral style. This means you have to adapt less and there will be a more connective energy. You can mostly be yourself and not have to worry about adapting as much.
However, the reality is that many clients, or at least their spouses, will be different to you. So you will have to adapt your behavior and communicate and serve clients on their terms. This is what we call the platinum rule of relationships.
We told Chris that a future trend will be advisors building client service teams that are a custom fit for the client. This provides the advisor with the opportunity to include team members with different styles to complement the advisors behavior. Imagine when a telephone call comes in and the team automatically knows who is to pick it up, then how to communicate with the client, and how to manage the work flow and even product or solution offerings. This really is the Ideal Advisory Business. Chris could also see that this strategy would be good for succession planning.
Matching Clients Based on Their Needs
What are your thoughts? For additional information on increasing engagement of others, visit our Communication DNA Website.
To Learn More, read the full Client Relationship Performance in the New Behavioral Economy White Paper.