BUSINESS
Enhance not replace personal service
Advisors are called to help their clients prepare for the future with all its uncertainties.
Business owners must do the same for their practices. After evaluating the trajectory of
our profession, my team made the decision to transition to a remote staff and virtual client
service model about two years ago. This prepared us for the unthinkable — operating during
a global pandemic.
Whether you’re looking to make a full transition, or simply interested in enhancing your
virtual capabilities, incorporating some best practices can help future-proof your own business.
“Our clients aren’t
interested in how
much we know until
they know how
much we care.”
Bryon Holz, CLU, ChFC, LUTCF, CASL,
LACP, is a 24-year MDRT member,
located in Tampa Bay, Florida, where
he and his team have been helping
clients since 1983. His firm specializes
in asset protection, income planning
and wealth conservation strategies.
Mutual convenience
This transition should supplement, not necessarily replace in-person services. Many
clients express appreciation for the reduced footprint — saving gas and paper in switching
to electronic filing. From a business perspective, this reduces expenses and conserves time.
Investing in digital alternatives now can result in greater success moving forward. Consider
how you position the benefits of virtual meetings and business operations to ensure staff and
clients are receptive to the changes.
Continued connections
An important aspect of any client service model is ensuring continued connections and
maintaining ongoing, systematic touches are done through social media, email and regular
mail. Consider distributing monthly newsletters virtually and in print based on client
preference, plus a mix of business-focused and lighthearted social media posts. Ensure your
approach with technology is balanced with continuous and varied communications. That way,
you continue to demonstrate your value as an advisor in between scheduled meetings and
after your client leaves the physical or virtual room.
Emotional and tech support
Our transition to a virtual service model significantly increased efficiency, reduced costs and
improved client service. Connecting with clients primarily by telephone or videoconference
requires extra care to maintain the personal touch, especially during a pandemic. High-tech
shouldn’t replace high-touch, and our clients aren’t interested in how much we know until
they know how much we care. It’s even more important to emotionally connect with clients
during virtual meetings, listen to their thoughts and feelings, and purposefully focus on making
them feel heard and valued. Reflect on your body language when on camera and hone your
active listening skills to help communicate your support through a screen.
Technology has quickly become everyone’s friend in these unparalleled times and most
clients have accepted the “new normal” of doing business by phone, email, postal or
overnight carrier. You may find a regular teleconference is best for most clients who are
retired and may be relatively low-tech. Customize your digital approach to your specific
clients and explore solutions offered by Google, Zoom, Apple, Microsoft and others to see
which platform works best.
Future growth
Our clients are even more interested in working with someone who has demonstrated this
commitment to increase their coverage, invest while the markets are low and protect their
assets in risk-based products, which leads to more referrals than ever before. By leveraging
technology in your practice, you can set up your business for future growth opportunities and
complement your personal service.
38 Perspectives Spring 2019