Marcia's Blog

How to Build Authentic Client Connections

While some people chase fads, I’ve always believed that the key to effective marketing is authenticity.  Not only do potential clients know when you’re not being genuine, but it’s almost impossible to be consistent if you’re not being yourself. 

All of us are unique. When we aren’t afraid to show potential clients who we are, they feel more comfortable opening up and trusting us. Whether you want to attract new client relationships or strengthen existing ones, here are four ways to add authenticity to your approach.  

Make potential clients feel at ease.  Many of the people we work with feel vulnerable, particularly if they are struggling with their finances or uncertain about how to buy a house or achieve some other financial goal. Look for ways to break the ice whether you share a personal story about yourself or talk about how you’ve helped people who are experiencing similar challenges. Let them know that with your help they can achieve their goals.

Let current clients know you’re interested in their lives. People don’t want to feel like they are simply a number. They want to support businesses and organizations that care.  Ask your clients how they are doing – and listen to what they say. When you remember details that are important to them, such as a child’s birthday or an ailing parent’s surgery, they know you are truly in their corner. Then they are more likely to spread the word about your services.

Follow-up early and often. You might not land the new client after the first conversation. You can have a great meeting or a well-attended event and nothing may come of it. But that doesn’t mean you should give up. Don’t expect potential clients to make the first move. Create a system so potential clients get an email or a phone call or some other type of communication. By reaching out consistently, the client knows their business is important to you.  When they are ready to move forward on their financial goals, you’ll be top of mind.

Be honest.  When you’re dealing with potential clients, say what you mean and mean what you say. People are looking to you for guidance so it’s important to be inspiring but don’t make promises that you can’t keep. If someone views you as trustworthy, they’re more likely to work with you for the long-haul.

Authenticity should be at the heart of all of our interactions. By applying it to your marketing process, you’ll build client relationships that last.