Tip of the Week May 12, 2010
By David Miller
Tax season is over and soon I am going to head in to see my accountant for a review of where we are at. Perhaps we will also do some planning for the coming year. Interestingly, even before I open the door, I know exactly what is going to happen when I walk into her office.
The very polite and respectful receptionist will ask me who I am and who I am there to see. After I give her my particulars, she will tell me that my accountant will be a few more minutes finishing something up and will be out shortly. She will then offer me a cup of coffee and I will decline because I do not drink coffee. When I say: “No thank-you I don’t drink coffee,” she will say: “If you would like some bottled water it is in the fridge over there. Feel free to help yourself.”
How do I know this will happen? Let me assure you, I am no Nostradamus; however, I know it will happen just as sure as I am telling you now, because it has played out exactly like that for the last twenty times I have gone into her office. That said, I am fairly certain nothing has changed since the last time. Is there anything terribly wrong with this? Well not really; everyone is respectful and it is consistent. I may love to get some fresh water and have a drink while I wait and I can easily take it into the meeting with me and continue to sip on it as we discuss my situation.
But here is the vital question: Have they illustrated that they are paying attention to me and that they value me as a client? Do I feel special? Of course the answer to both these questions is a resounding “No”. I really never feel like I am anything more than one of many. In other words, there is really nothing special about me.
What would be an optimum experience for a client coming into your office?
A client walks into your office and is greeted by the receptionist. She knows the client’s name and is expecting him. She lets the client know that you are finishing something and that you will be free in just a few minutes. (Book your appointments far enough apart so that this is always possible.)
Your receptionist then asks the client if they would like a cup of green tea. She asks this because in a previous appointment she took the time to ask the client what they prefer to drink. She could have even been as specific as to ask what brand the client prefers. When the client is asked if they would like a cup of green tea, his response is palpable. His face lights up, his tone changes, he sits forward and feels engaged. You have catered to your client as a unique individual and he is responding. He may even ask: “Do you have the peppermint green tea you served me last time?” Your receptionist responds: “That is just what I was going to suggest. Would you like it in a teacup or a mug?”
How does the client feel? As one of many? Not likely.
Shortly after the client is served their tea, you walk into the reception room. You offer your hand and say: “Hello John. How are you today? Did you get your green tea? Why don’t you bring it back to my office and we can begin our meeting.”
I know how this would make me feel. It is consistent and congruent, and I would feel that I am far more than just a one-dimensional individual that helps pay your bills. I am important to you as a client but also as a person. You pay attention to every detail and you are the person I want advising me now and in the future. And the next time that someone asks me if I am happy with my financial advisor I will rave about you. I might even bring up your name the next time I share some green tea with a friend. Such is the memorable power of consistency.
For questions and comments join the Pareto Systems Group on LinkedIn and participate in the discussion.
Take action:
Sign up for the May 26th webinar with Duncan MacPherson and special guest, Brad Prodger, Director, Worldwide Advisor Platform at Microsoft. Duncan and Brad will discuss how advisors can use CRM to increase productivity and profitability. Click here for more information and email Duncan@paretosystems.com to register.