Good Questions are Not Enough

17-Mar-2010

If ever there was a time to focus on communication skills, it's now. Today advisors are searching for the next new tool or strategy that will give them the competitive edge, differentiate them from the pack. However, the problem is not that advisors aren't different from one another. The problem is most advisors don't know how to communicate that distinction authentically. They don't know how to capitalize on the greatest value they have to offer: themselves.

More than ever, good communication skills are vital. No longer can you rely on cold calls, push products across the table or offer solutions without really understanding your clients’ aspirations. That's why you, like so many in the industry, may be trying to get in touch with your “softer side," posing more feeling questions. But asking a lot of questions doesn’t necessarily make for good conversation. You have to learn to “read” your clients, pace the conversation, know what questions to ask and when to ask them. But how exactly do you make that happen? If the way people talk and listen are deeply ingrained in their being, shaped by their upbringings, social experiences and cultural influences, if you haven’t yet developed strong communication skills, is it something you can learn? Or re-learn?

The simple answer is yes. Here are four simple tactics you can apply to your next client conversation for powerful and rewarding results.

Turn your mood around

Good communicators are positive people. They inject their conversations with enthusiasm and show a keen curiosity about the people around them. Simply speaking, good communicators are in good moods. That’s not to say they don’t ever wake up on the wrong side of the bed. They do. But good communicators know how to turn their mood around when it comes time to speak in public. Whether you’re meeting with a client or presenting to a group, your mood and behavior directly affects how well you and your message are received. If you approach a conversation optimistically, speak in an upbeat manner and offer straightforward explanations, people feel your energy and mirror it. When clients get that proverbial “good vibe,” they open up. At the end of the day, the good guy always wins. 

Know your audience

Good communicators know who they’re talking to and tailor their message to their clients’ innate strengths. According to The Kolbe A Index™ people’s decisions are driven by the way they:    1) Gather/share information   2) Sort/store information   3) Deal with risks/unknowns and   4) Handle space/tangibles.   Many advisors fail to connect because they focus too much on the content of what they’re saying without considering the way they’re saying it. Suppose, for example, you have a client who is instinctively an “Information Gatherer.” Providing a significant amount of detail could be the key to making the sale. On the other hand, if detail overwhelms your client, too much information could ruin your chances. The same holds true for clients’ innate feelings about risk-taking. Some have a strong aversion to risk; others crave it. Knowing who is who makes all the difference. (www.kolbe.com.)

Choose your words carefully

Good communicators create vivid verbal paintings. They use active imagery words, like imagine or picture, when they ask questions. In turn, they affirm their clients' responses with colorful words that spark imaginations. The goal is not simply "a retirement house;" it’s a “Spanish-inspired patio home with lush views of the 11th fairway.” When clients can envision it, when they can almost touch it, hear it, feel it, that goal of retirement, which moments earlier was pie-in-the-sky thinking, suddenly feels real and attainable. On the other hand, using vague and indeterminate words erodes their confidence. If, for example, you use words like “stuff” or “things,” you’re essentially telling your clients their goals aren’t that important, at least to you. Attending to the details of good communication, choosing your words and phrases carefully, develops trust and inspires clients to take action.

Listen to truly understand

Finally, good communicators are as deliberate about listening as they are about speaking. Advisors who stand out from the pack have the ability to focus in, identify and truly understand the needs of their clients. It’s an incredibly complex skill to master because listening requires more than hearing what clients are saying to you. It requires understanding what they are saying (and not saying) about themselves. Every conversation should give you more insight into their outlook on life, their strengths, their insecurities, what they expect from you. Skilled advisors “listen” to the verbal and non-verbal cues being communicated and respond in a way that shows they both understand and respect their clients’ feelings. To listen with the intention of truly understanding, you have to suppress the need to tell your own story and allow your clients the opportunity to share theirs.

When all is said and done, good communication is about connecting to the human spirit. It’s not something that happens easily. You have to be in a positive frame of mind to create the kind of clear message that strikes an emotional chord. Such connections may only happen once in a conversation, but those poignant moments are the cornerstones of successful partnerships.