Practice Management > Building Your Business

Three tips to connect with senior clients

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Regardless of how many years of experience you have under your belt, or how many life insurance plans you’ve sold, one of the best ways to connect with a client is by presenting yourself as an equal. This is not to say that you don’t highlight that expertise when working with prospects and clients, it merely suggests getting back to the basics of working with people in a cooperative, reciprocal manner.

Making the personalized connection can be tricky, but it doesn’t have to be. In fact, most situations can be handled using that age-old saying you learned in grade school. Your key to better working partnerships lies in the words of the Golden Rule, only with a bit of an advising twist: Sell unto others as you would have them sell unto you.

This advice can manifest in your practice in as many ways as you can imagine. To get you thinking about how you can make connections within your business, we’ve included some Golden Rule reminders from Dave Reindel, one of the industry’s most personable advisors and one who’s seen his growth rate as high as 70 percent.

Advisor’s Golden Rule #1: You’re never too big to call. “I’ve heard other producers say, ‘You’re too important. Have your secretary call.’ When I call it’s more personalized. I can talk about the location, as in, ‘Come in the side door, that’s where the conference room is.” It might be raining out so I’ll tell them to park closer to the building on a certain side.” Remember: Even the smallest gesture can make an ordinary meeting extraordinary.

Advisor’s Golden Rule #2: Be prepared to hit the streets. “When they come to the workshop, I am outside to greet them. Rain, snow or sleet. I’m outside. I direct traffic sometimes … and when they come in, I’m the one to introduce the presenter, I say, ‘I’m not only the parking lot attendant, I’m Dave Reindel.’” Show your clients that even though you have knowledge they want, you are on their level and on their side. It may sound trite, but show them that you’re willing to get frostbite going the extra mile.

Advisor’s Golden Rule #3: Handle objections objectively. When calling seminar attendees, Reindel starts off with something simple: “‘Mr. Smith, thank you for coming to our workshop. I hope you enjoyed it.’” He adds, “Then I shut up. If I get an objection I use ‘feel, felt, found’: ‘I understand how you feel. We have other clients that have felt that way but what they have found is that when they sit down with us they get the information they need.” Recognize objections as opportunities to show your clients your intellect, creativity, and humanity–three attributes which are absolute trust-builders.

Making a personal connection with your clients is the number one way to build long-lasting, working relationships. Remember the advisor’s Golden Rule and keep taking the time to make their day.