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How to Appeal to Clients

We hear a lot about client engagement, but how do we really appeal to clients?

I start by reflecting on the factors that drive an individual’s choice, as well as their moral compass, to engage or not, and these can be summarised as:

  • What’s on offer to them and whether they perceive it will make their life or job better and more successful
  • The quality of the communication
  • The level of perceived rapport
  • How understood the client feels
  • The level of participation required from them
  • Whether they can see positive progress towards their goals

Therefore, client engagement needs to include a number of key elements that add to its quality.

Improving the client’s perception of value and ultimately increasing revenues and winning and retaining clients.

These required engagement elements can be summarised, as follows:

  • A big picture perspective
  • The use of quality and carefully crafted questions
  • Sound structure and order
  • Images and visual appeal
  • Interactivity
  • A collaborative feel
  • Active listening skills
  • A positive environment
  • Forward-facing and always with next steps

If we use these approaches, we will achieve high-quality engagement and all the benefits that this brings.

Quote of the Week

“Don’t reinvent the wheel. Focus on winning one customer at a time. Be honest and sincere. Do what’s right. There’s nothing magical about this.”

– Robert Spector, best selling author.

Book of the Week

The Nordstrom Way to Customer Experience Excellence: Creating a Values-Driven Service Culture

– Robert Spector and breAnne O. Reeves

The authors explore, in-depth, the core values of the culture that have made Nordstrom synonymous with legendary customer service.

These essential values have enabled Nordstrom to survive and adapt to dramatic market shifts regularly since 1901, and the new edition explains how the Nordstrom approach can be emulated by any organization.