Eagle Talk

The current global pandemic has set in motion a wave of new client engagement methods. From Zoom to Microsoft Teams, Blue Jeans and Webex, we have all grappled with “true” connectivity with our clients, associates, family and friends.  We now rely on the business relationships we have worked to build over the years, to be a platform to continue to deepen client relationships.   However, this path of sustaining and building has shifted from a transactional path, to one of emotional breadth and depth.  This leads us to a discussion on building and nurturing emotional ties with clients to the benefit of both parties, business opportunities and individual careers.  Over the course of 25 years in building client relationships, I have found that solid emotional engagement leads to longer and more sustainable relationships.

Clients want validation that they are seen and heard.   Countless times I hear colleagues ask surface-level questions and not express a real interest in the response given.  For example, “How are you?” is a simple question to begin a real dialogue or elicit a polite banter.  I have found that asking a common question as such, enables you to gain perspective on their point of view or begin to see the environment they are currently facing.  Furthermore, asking follow-up questions (i.e. certain projects at work, homeschooling, work/life balance), often times opens up a variety of topics to build a common ground and sets the stage for earning trust.  Most importantly, it shows you are listening, engaged and interested in what they have to say. It is the most basic, and yet most effective, way of communication, particularly in such a digital world.

Another reason emotional engagement with clients is so important, is that it allows you to really get at the core of what is motivating them. One way to do this is by engaging with clients on how they measure success both personally and professionally.  This cannot be done without knowing their short-term and long-term business and personal goals.  It is crucial to learn the “why” behind what they do.  Now, you can gain a better understanding of how you can help them with that goal. 

With “Virtual Meeting” fatigue setting in, I ask more personal questions to strengthen client relationships.  Specifically, questions that you have already touched on in prior discussions, to keep building the relationship and before diving into future business and another power point presentation.  The mistake I see people often make is to assume that the other person has tunnel-vision and solely focused on their job.  However, we often fail to realize that they have much more on their mind like the rest of us (i.e. their job, family, health, kids returning to school) and various other factors that drive their day, week and month.  In my experience, this personal approach generates better outcomes when you take the time to demonstrate a level of empathy that builds trust.

In closing, I challenge the readers of Eagle Talk to build a comprehensive overview of their top business relationships and friendships, to determine what you really know about an individual both personally and professionally.  First, create a document that demonstrates your knowledge of the individual. Second, revisit the document two months from now, and again six months later. Third, track what are the common “gaps” that are consistent across the list.  This will provide some insight on where to further engage or alter your true commitment to really understand someone.  Remember, it is human nature for individuals to do business with those they like and trust.  Your path to gaining trust is demonstrating that you truly care about that individual at the personal and professional level.