Recently, there has been a strong focus on examining and reworking classic literature. From Agatha Christie to Roald Dahl, the attention paid to exploring the power of words and how to use them is evident. Advisers especially should be mindful of the words they choose when communicating with clients. If their intention is to increase the likelihood of Recommendations from existing customers, there are three words advisors should discontinue using.
Other than “This is what I do,” “trust me” and “you should” are two more phrases that come to mind. Not only can they come off sounding patronizing and unhelpful, but they may diminish the trust clients have in the advisor. After all, clients have every right to be cautious when it comes to their finances. When advisers use these words, it indicates something isn’t right, that they’re not coming from a place of genuine knowledge and understanding.
So instead of using these three words, advisers should be focusing on communication that is rooted in resilience, honesty and mutual trust. Start with the basics. Explain why a service or product might be helpful to an individual in the long-term without exaggerating any major benefits. Advisers should also make sure to seek out feedback from clients and adjust their communication style as needed – this helps build client trust, as well as a long-term support system.
Additionally, during times of actual financial analysis or decision-making, advisers should take a step back and provide clients with objective details on what their options are. Ultimately, clients need to understand their individual challenges and goals to make their own financial decisions, so advisers should provide them with the information and support needed to do so.
Of course, one of the most important parts of adviser-client relationships is clarity. Advisers need to be open and direct when it comes to talking about tasks, risks and other potential challenges. Clients should be able to discern the relevance of your advice while still feeling heard, which is why it’s important to remain patient and understanding throughout the process.
At the end of the day, advisers should remember that Financial services aren’t one-size-fits-all – the needs of every client are unique, and depend on a range of factors. Instead of relying on a few questionable words, advisers should focus on creating a meaningful relationship with each of their clients. They should communicate using terms that are tailored to the individual, rooted in trust, and based on mutual respect. This type of compassionate communication not only leads to better long-term relationships, but also makes clients more comfortable investing and trusting their finances with the adviser.