After all, you’ve spent your entire life having in-person conversations, corresponding over eMails, interacting through phone calls, connecting through text messages and more recently leveraging Video calls too.
Communicating with a client isn’t just any exchange of information.
This is a critical interaction with one of the primary stakeholders in your business and probably the only stakeholder that truly matters for the success of your business.
The benefits of treating these interactions with intentionality and care are endless….
Now that you know what’s to be gained from client communication excellence, let’s look at a few tools to help you build a world-class client communication process.
Tools that we believe should even be the cornerstone of the culture you want to build in your business.
You’re probably familiar with the phrase, “Sometimes, a person just needs to feel heard.” And it’s true - nobody likes to feel like they’ve been ignored. While listening is a generally adopted practice, it doesn’t give you the same benefits of active listening.
Active listening creates a positive interaction between you and the other party that keeps you engaged in the conversation.
If you’ve ever been in a conversation where the other person made you feel like he or she was very engaged and excited to be part of that conversation, that person was probably using active listening.
Putting in effort to get some contextual information about your customer - their background, their experiences and their beliefs systems goes a long long way in helping you understand their perspective.
Without a consistent and regular cadence of interactions, your clients have no way to build trust with your business. Sure, they see the coach who teaches their weekly class or the Instructor that runs their Thursday session, but don’t confuse the trust they’re building with your employees as trust they’re building with your business.
Having accelerated trust in your communication with clients makes it easier for them to talk to you about concerns and helps them credit you with the benefit of the doubt.
It’s imperative to have an extremely well-laid out onboarding process so that all your clients have a consistent experience irrespective of the coach, session and class they take.
Dominating the interaction can be off-putting and diminishes the other person’s desire to continue the conversation.
A collaborative approach, on the other hand, paves the way for effortless and positive communication. You both have skin in the game and both are taking part in the direction of where that conversation is headed.
Creating good notes (that are easily accessible by all) on prior conversations that act like memory banks can help tremendously in building long-term relationships and trust between the client and your business.
Becoming a client-centric business is something that many aspire to, but few actually reach. The reason? It’s not without effort. Simply put, it’s just a lot harder to pull off than it sounds like.
Most business owners already see themselves as client-centric. It can be a challenge to dedicate time and resources to a problem you don’t think you have… But that would be a mistake.
Every aspect of your business improves when you shift to a client-centric approach and communication is no exception.
Client-centric communication ensures that communication between the client and business is predominantly focused on the client. People tend to want to be part of conversations that involve them, their needs, their desires, and their challenges… In other words, make it about them.
Most high performing businesses even tie a portion of employee compensation to the overall customer experience measured primarily through retention and frequency of visits.
As health and wellness business owners, client communication is not something to be flippant about. Excellent client communication can still help you stand out and make a difference in the lives of your clients.
The four tools outlined in this article can be adopted by anyone and, when given intentionality and attention, can be developed into lifelong skills that will benefit your business and your team for years to come.