Make People Feel Important: A Complete Guide to Communicating With Clients
Have you ever had a bad customer service experience? What are your company’s customer service scores? Can you improve customer service scores and grow your business?
According to a 2018 report by NewVoiceMedia, poor customer service is costing businesses over $75 billion per year. Both large and small companies are suffering the losses due to bad soft skills, a lack of empathy, and poor communication habits.
The report goes on to say that 67 percent of customers have now become “serial switchers” who move their business from company to company, simply looking for a better customer experience.
Only 30 percent of the respondents in the report felt a connection with the companies they had interacted with in the last year, and 86 percent of customers surveyed said they would be more willing to do business with a company if they felt an emotional connection with a customer service agent.
The good news? Companies that provided a good client experience reaped the rewards:
66 percent of customers were more loyal
65 percent would be willing to recommend the company to others
And 48 percent would spend more money with the company
Here’s how you can provide a good client experience, retain clients and customers, and give your business the positive reputation you want.
Good Communication is Essential
Companies hire sales and marketing teams to get potential clients and customers through the sales funnel. This is important to close the deal.
But once the client signs a contract, or once a customer makes a purchase, the relationship has just begun.
In the NewVoiceMedia study, it’s clear there is a difference between a good customer experience and a bad one, and people are looking for good ones. The difference is this: People want to feel appreciated, they want to feel important.
Companies with bad company cultures and bad habits will make people feel bad. In contrast, good companies have good habits and they not only provide value – they make people feel good, and people remember how you make them feel.
The best way to make someone feel good? Effective, empathetic communication.
You know this intrinsically. Life is all about relationships, and business is all about the interactions you have in those relationships, which require good communication!
To be a great business and retain clients, you must have good communication skills.
Communicating With Clients Starts Internally
Before your team members can communicate with clients and customers, they must first learn to communicate internally.
Some of the biggest communication failures actually start within a company. For instance, when there is a failure in communication skills at the top levels, there are bound to be failures at every level. The company ends up with organizational silos. Departments begin to operate independently and refuse to share information.
On the other hand, teams that can communicate effectively with each other will have a much easier time communicating with clients. Every company, in every industry, knows this is true. Being able to talk with your boss and your coworkers eliminates confusion, saves time, and stops finger pointing and assignment of blame.
That’s why so many Habitly episodes and courses focus on communication skills.
Since this is not the Guide to Internal Communications, we’re going to assume you know how to talk to other people in your company.
But what can you do internally to prepare for those all-important conversations with clients and customers? A couple things: Train Your Team, and Understand Personality Traits.
Train Your Team on How to Talk with Clients
Before sending new employees out to fill a vacant seat, the best thing you can do is invest in their training and development. Specifically, for client-facing positions, you should invest in client communication skills training.
Walk through common scenarios
Allow employees to role-play
Do simple exercises where an employee sits in the customer's seat and teaches how to display empathy
Create a manual of possible scenarios and options for positive reactions
The more time employees can spend practicing, the better. Also, consider recording the training so you and your team can hear how they sound. Often we don’t understand what we sound like or how our messages are conveyed. By reviewing training recordings you can provide excellent feedback and give employees a great chance to improve.
Understand How Personality Traits Affect Communication
We've heard that no two humans are the same. We each have individual personality traits that show up in how we communicate. They also show up in who we're communicating with and the topic we are communicating about.
When it comes to communicating with clients and customers, you should be aware of three things:
Your own personality traits.
The personality traits of your team members.
The potential for a wide variety of personality traits among clients and customers.
For example, talking with clients and customers all day can be an exhausting experience. Extroverted people are going to be effective at maintaining their energy levels on multiple customer service calls, while introverted people are going to wear down much faster.
To understand more about your team’s personality traits, check out these assessments.
Prepare Your People for Difficult and/or Stressful Moments
Communicating with clients won't always be easy. Difficult or stressful moments will occur.
However, when employees are prepared for internal failures that affect customers negatively, they can turn the situation around. However, they must be prepared for those "what if" moments.
What if a client's file doesn't load properly?
What if the employee is denied at the point of purchase?
What if the situation escalates?
What if we had an internal failure that negatively impacted the client?
Difficult conversations are never fun. Admitting that something you did cause the problem is stressful. Regardless, you must keep the client at the forefront.
Before seeking a resolution, you must first remove your personal feelings from the equation. Apologize to the client and offer a solution.
Here are a few ways to get back on track and begin communicating with the client.
Set Clear Expectations
Internal processes should include realistic timelines. Communicate the timelines in writing, then follow-up with the client to ensure they understand the time frame.
Avoid using filler words like “roughly”, “about”, and “around” when discussing timelines. Using uncertain terms sets a false expectation.
For example, telling someone the onboarding process will be “complete in three weeks” is a firm deadline. Telling them, it should take “about three weeks” implies it could happen faster. Doing so sets a false expectation that the process could be completed sooner.
Bring team members together for an onboarding call with the client. Together, walk the client through the onboarding process step-by-step. Include best and worst-case scenarios.
In addition, set a schedule for check-in calls and email updates.
Get Rid of Clutter in Communication
Written communication is more effective than verbal communication. When clients have something in writing, they can refer to it multiple times, and it never changes. If your business relies on verbal communication too often, you get a build-up of clutter.
By clutter, we mean information overload. As humans, when we must repeat a message, we begin rewording. This can lead to changes in how the information is received.
For example, your company has a 30-day return policy with receipt. Store credit is issued if there is no receipt. This message is printed on the receipt, displayed at the checkout point, and on your website.
The message becomes cluttered when employees opt not to point to the printed message. Instead, they give long explanations on when and how a refund occurs. The customer walks away with mixed communication.
Client communication skills training will get employees to rely on written communication and stop cluttering the company policy.
Build Strong Relationships
When clients trust what you're saying, the relationship strengthens. Communicating with clients with confidence builds strong relationships and lasting partnerships.
Having an established business relationship makes managing the account easier on every level. Any account manager takes pride in knowing that the client trusts them to resolve the issue for their employee.
Stay On Track
Staying on track is vital for a project management team. To do so, they need to know how to communicate with a client in a professional manner. Remember, your clients can also be internal stakeholders.
Establishing clear communication from the start sets expectations for the team. Checking in at regular intervals ensures tasks are being completed and the client is updated on progress.
Open communication also lets everyone know it is okay to share their thoughts about the project.
Garner Feedback from The Client
Sometimes clients will sit back and collect data on a project's implementation and wait until the end to communicate. This type of ineffective communication can set a project back by months.
Instead, set a goal to get the client to share their thoughts. Don't assume no feedback is good feedback. Communicating with clients is more than providing updates.
Set up a weekly call to check-in. Let the client know what progress has been made. Ask them directly for their thoughts and ask if they have questions or concerns.
Follow-Up With Customers
It feels great to close a deal. Communication with the client shouldn't stop there. Follow up to ensure the client is happy with the product or service. A quick courtesy call shows the client you see them as more than a sales opportunity.
When clients feel appreciated, they are more likely to continue the business relationship.
How To Make Clients Feel Important And Valued?
Clients feel important when their needs are met, and their concerns are addressed. At the forefront of every client relationship is a promise your company has made. At the end of the day, the client wants you to provide the product and level of service agreed upon.
In honoring your commitments, you show the client their business is appreciated. When they feel appreciated, they also see themselves as a valued contributor to your continued success.
Here’s a few ways to show the client you value their business.
The Four Cs of Effective Communication
Effective communication skills with clients are essential. There are many modes of communication available to us today. A customer can contact your business in the following ways on any given day.
Email
Instant messaging
Online portal
Social media
Telephone
Regardless of the method used, your team members should have a standard for how they respond. The four Cs of effective communication is a guide for employers to use for standard communication practices.
Let's look at what they are and how the model can enhance client communication.
Clear
Clear communication means speaking to clients on a level they will understand. Your immediate contact may not understand technical jargon. Speaking to them about enterprise architecture, bleeding edge, adaptive technology, or biometrics may seem like a foreign language.
Jargon is complex language specific to a select category. Being mindful of your immediate audience will help you deliver a clear message. You don't want to appear condescending or as if you're talking down to the individual.
Instead, use less technical vocabulary to get your point across. Ask the client if they have questions. Always leave the lines of communication open if they require further assistance later.
Compelling
When it comes to professionally communicating with a client, compelling may not come to mind. When we think of compelling, we think of an emotional response. Or an immediate reaction to something that was said or done.
Of course, when we need something from a client, we want them to do it as soon as possible. We also want them to understand the consequences if it isn't done.
Compelling conversations are required when communicating deadlines to a client. Or when you need them to take action to assist them better with a dilemma.
Here's An example:
Telling a client, “I need you to update an employee's record by 5 PM,” or they won't get paid on Friday, isn't compelling. You're sending the message that if they fail to act, the employee not getting paid becomes their fault.
In a compelling conversation, you would tell the client how happy you are to ensure the employee receives their paycheck. Next, let the client know the next step is to upload the payroll file before 5:00 PM. Offer to call and confirm that the file has loaded successfully.
The client communication skills training you've received shows that offering a solution satisfies the client's need. Setting a deadline compels them to act immediately and sets the expectation that the ball is in their court. Letting them know you're going to follow up lessens the chance of forgetting to carry out the task.
Consistent
Consistent communication means staying on brand and message when communicating with clients. When you stray away from the message offered by the company or a specific department, the client gets mixed messages. Internal conflict can result if the client makes it an issue.
How often has a call center representative read a script to you, only for you to say that the last representative said something different? Sometimes employees say things to appease the customer and get them off the line.
Something that may seem simple can cause significant challenges to a colleague when the information is wrong.
Let's say the time frame for delivery is four to six weeks. Don't tell the client they will have it in about five weeks because it sounds better. At the fifth-week mark, the client will expect their delivery. When it doesn't arrive, they will call to ask why.
It would have eliminated the follow-up call if everyone had conveyed the same message to the client the same way during each conversation. Remember, the company sets guidelines based on past data.
Concise
We've mentioned how being concise is important when communicating with clients. To take it a step further, we want to discuss how valuable it is to the client, only to receive the necessary information.
When clients call to ask if a new product is now available to them, they want a yes or no answer. If more information is needed, allow the client to ask a follow-up question.
A concise response would be to tell the client, yes, you can now access the new product. You can then provide a link or offer to refer them to sales. If the product is not available and you know when it will be, provide the client with the information.
What's not needed is an explanation of internal workflow delays or fulfillment issues. Also, avoid scenarios that shift blame, like bad weather in the north is causing the delay.
The Power of Emotional Intelligence In The Client Relationship
The evolution of good communication is essential to every business. It doesn't matter if you're an entrepreneur or part of a corporation. Utilizing effective communication is crucial to your success.
This section will discuss how to have an emotional relationship with clients without becoming emotional.
When we talk about an emotional relationship, we're not referring to the emotions you have in personal relationships. Instead, we're talking about emotional intelligence.
Emotional intelligence is also referred to as an emotional quotient or EQ. In the previous section, we focused on interpersonal communication skills. Our emotional intelligence demonstrates the capacity to communicate using those traits.
What are your abilities to manage your emotions in business relationships? Are you able to communicate with clients when under stress, when you're angry, or overworked? The ability to diffuse conflict in undesirable conditions can save a business relationship.
There are four key elements to effective communication.
Empathy
Empathy is one of your essential communication traits. It's also essential to effective communication. When you put yourself in the client's shoes, you're able to gain a new perspective.
At this point, you get a panoramic view of the situation. With an emotional connection, you begin to have a different conversation with the client.
Self-Awareness
Too often in business, employees are detached from their jobs. They come to work, perform tasks, and return home. Over time, their actions become robotic.
If you feel yourself getting to this point, you've become self-aware. This is where you have the opportunity to evaluate your emotional intelligence.
Start looking at how you communicate with others. Ask yourself, are you present and available when working with clients? Or are you detached and agreeing just to get off the phone?
Trust us. The client might be more sensitive to this then you realize.
Self-Management
Self-management differs from self-awareness. At this level of EQ, you are aware of your emotions. It's now time to learn how to manage your emotions.
Whether you're tired, overworked, or ready for the day to end, how you communicate with the client is in your control.
It isn't the client's responsibility to measure your emotions. They are calling because they need something from you. The client expects you to solve their problem.
Allowing yourself to lead with emotions is not effective communication. If needed, allow the call to go to voicemail. Take a deep breath and gather your thoughts before contacting the client.
Social Awareness
Telephones and email allow us to hide our true emotions from the client. What happens in positions where you interact with the client face-to-face? How do you professionally communicate with a client in these situations?
There's probably no salesperson who hasn't experienced a travel delay when visiting a client. You've emotionally prepared yourself and have talking points queued. Then out of nowhere, your plans are in shambles.
Remember, it's not the client's fault. The client is not responsible for how you adjust to the change.
You must realign your thoughts, your energy, and your emotions. Communicate with the client as soon as possible. Let them know you are running late and allow them the opportunity to offer to adjust the meeting time.
Take a breath, read the room, and bring your A-game as originally planned.
All of these elements are essential. Your emotional energy can change an entire room. The right client communication skills training can teach you how to measure EQ. You'll also learn techniques to help manage emotions in a professional setting.
Plan Ahead: Write Down Your Ideal Actions and Responses in Advance
When hosting in-person meetings to discuss complex topics, it's vital to have effective communication skills. If you've ever participated in a project management team, then you know organizing your thoughts is essential. Every meeting has an outline to keep the dialog on point and flowing.
The same principle works when conveying important information to clients. Before getting on a call or entering an in-person meeting, write out the points you want to make. Organize them by importance. Create a list of anticipated questions and short responses.
By organizing your thoughts ahead of the conversation, your confidence improves. You can also stay on topic and not get into a dialog that causes the meeting to take a detour.
Verbal Scenario
An account manager schedules a meeting to discuss onboarding with a client. The project is behind schedule, and the client needs to be made aware. In the first scenario, the client enters the meeting and takes control of the conversation.
Client: I haven't received any reports in the past week. What is going on?
Account Manager: We've run into some issues, but we think we've gotten a handle on things.
Client: What issues? Why is this the first time I'm hearing about this? This is unacceptable...
By leaving the door open for the client to lead, the account manager must play catch up. They may also be in a position where they are forced to reveal details about the delay that should have remained in-house.
Effective Verbal Scenario
Account Manager: Hi, I'm glad you could make time for us today. I have an update on the onboarding of the new system.
Client: Great, I was wondering where we are with the project.
Account Manager: Before we get started, I apologize for not updating you sooner. We're currently on track to meet our go-live date. There were some issues in testing, but we've worked out the kinks. Here are the results on key issues we faced.
By using subordination techniques, the account manager prioritized their thoughts. They recognized that the client was due an apology, so that came first. Next, the account manager shared positive news.
The following steps were to bring clarity on the delays. Had they started talking about the problems, the importance of being back on schedule would have gotten buried in the conversation.
Experience Bookends: Start and End Every Client Interaction on A Positive Note
You have the opportunity to set the tone in every interaction with a client. No matter what message you need to convey, bookend it with positivity. This means opening and ending the conversation on a positive note.
Tone comes across in different ways. It's not always what you say. Sometimes it's how you make the person feel when you deliver the message. It's often felt in your voice. However, it can also come across in body language during in-person meetings.
When communicating with clients, always use good open posture. Believe it or not, it can infuse positivity into your tone. If delivering a message you believe the client won't like, take a moment to rehearse your delivery.
There's no good way to deliver undesirable news. That's why having a positive to offset the negative is a good idea. This way, you soften the blow by incentivizing to move forward.
In other instances, tone can reflect defeat or disappointment. Perhaps you were wrong in the information you provided. Showing humbleness can go a long way in getting the client to give you a second chance.
How To Open a Conversation on A Positive Note?
Thank the client for taking time out of their day to speak with you. Make a quick mention about the weather or something positive happening in their city. If the meeting is in person, compliment them on their attire.
In situations where a relationship has already formed with the client, ask for an update on news previously shared. For example, if the client recently married, had a baby, or their child started college.
After the pleasantries, do a soft transition into the purpose of the call or meeting.
How To Close a Conversation on A Positive Note?
It's been great talking with you is a positive way to end a conversation with a friend or colleague. However, it may sound rushed when talking to a client.
When it's time to end a business conversation, knowing how to communicate with a client in a professional manner comes into play. You first want to be assured that you're both on one accord. Let the client know you would like to reiterate your agreement.
Next, reassure the client you will oversee the project and stay in touch with other stakeholders. Set a time for a follow-up call. Last, thank the client for their time and end with a positive message like enjoy the rest of your day.
Sometimes clients will share details about the rest of their day. They might tell you they have another meeting, or they're having a dinner date with a spouse. Make a note of these little tidbits.
Personalize how you end the call. Say, I'll let you go so you can prepare for your next meeting. Or, I hope you have an amazing time at dinner tonight.
You And Your Team Should Deliver an Incredible Experience
Delivering an incredible customer experience to your clients is always at the forefront of every interaction. It doesn't matter which level within your organization the experience takes place.
How the conversation flows is in your control. You have options when it comes to the experience you offer. Let's take a look at interpersonal skills that make a difference in communication.
Direct The Conversation
Good communicators know how to direct the conversation without getting off-topic. Going off-topic happens easily when you're not in control of the conversation. A good test is timing your talking points.
Sometimes you build a good rapport with your clients. This can lead to friendly conversations about family, social activities, and trending news topics. Before you know it, one of you is ending the call, and the business topic hasn't been addressed.
Deflection occurs when you don't want to address the issue. Instead, you talk about anything other than the reason for the call. Your goal is to soften the mood to deliver unfavorable decisions.
In business, the client wants to hear the answer, good or bad, to take the next steps.
By having a direct conversation, communicating with clients is transparent. Offer the results along with viable solutions. Commit to partnering with them throughout the process and honor your commitments.
Show Empathy
How often have you spoken to someone about a problem and felt they were condescending in their response? Was your response to speak to someone else who might better "understand" your situation?
When the person you're speaking with doesn't empathize with your situation, it shifts away from resolution. Instead, your goal becomes getting them off the phone so that you can move on to more important tasks.
Showing empathy towards clients lets them know that you hear them and understand how the issue impacts their job. The client may go so far as to acknowledge the problem was on their end. Together, the two of you can work towards an amicable solution.
Become A Logical Thinker
If a client calls to inform you of a problem, and you immediately go in defense mode, you may be an illogical thinker. You believe they're blaming you for the mishap. Take a deep breath and "hear" what the client is saying.
Logical thinkers review the facts, acknowledge what they see in the data, and offer viable solutions. Logical thinkers see the bigger picture. They understand the value of the customer and the need to create solutions.
Logical thinkers balance the company and client's position to find common ground.
Display Patience
Sometimes the solution is within reach, but it can take a while to get there. This is where patience becomes an asset. Communicating to a client that you can't fix a situation overnight isn't always an easy conversation.
Soft skills training teaches patience and delivery.
Start the conversation with an apology followed by the solution. Next, walk the client through the process by giving the estimated completion time and reiterating the steps to resolution.
Remaining positive and focused drives the customer experience. Stay in control and exhibit confidence to gain the client's respect. At the end of the day, you'll both benefit from a positive outcome.
It's Time to Offer Client Communication Skills Training
It's time to take a good look at your client relationships. If you see a breakdown in communication between your team members and clients, it's time to upgrade your company's communication skills.
Some clients complain about awful communication, while others take their business elsewhere. If your teams have trouble communicating with clients, the problem may stem from the top. Now is the time to get a handle on what's taking place.
At Habitly, our mission is to change the way people think and behave to produce more positive business interactions. We offer soft skills training to help you dig deeper into the behaviors of your team and develop better habits.
If you're ready to improve employee communication skills needed to take your business to the next level, we're here to help. Sign up today.
