When stock markets fluctuate, telling clients to just “bite the bullet” won’t put you in their good books, says Rosemary Smyth, founder of Rosemary Smyth and Associates in Victoria.
“Cliché phrases are usually annoying, overused and quite flippant,” Smyth adds. “And they often lose their meaning over time.” In the financial services industry, we tend to use a lot of symbols and acronyms,” Smyth says. “But we really need to adapt to our audience.”
Keep your language clear and concise by avoiding ambiguous language.
You should acknowledge your clients and confirm the validity of the questions and concerns, Smyth says. Clichés can halt the conversation just when you want the conversation to continue.
Here are five example of the kind of phrases you should avoid with your clients:
1. “Let me be totally honest”
This statement can increase anxiety because it sounds like you’re about to give a client bad news. (It also suggest there are times when you are not totally honest.) Your clients might jump to the conclusion that they’ve lost money.
Certain phrases can develop into bad habits, so you should always consider your language. In this case, Smyth says, you’re better off saying, “The current reality is…”
2. “I hate to tell you this”
That is another ominous way to start a conversation, Smyth says. You can make your point much more quickly by substituting that cliché for the word “unfortunately,” Smyth says.
3. “That’s a no-brainer”
Suppose your client says he would like to invest in a bank stock that pays a good dividend. You respond by recommending your bank of choice. Then you add the phrase, “That’s a no-brainer.”
That is condescending.
Instead, Smyth says, explain why you think that decision should be made, by saying, “A good choice would be…” or “This would be a good option.”
4. “Don’t hold your breath”
This phrase is still part of common usage, but can sound negative and even unprofessional. You risk sounding dismissive to your clients, Smyth says.
To keep the lines of communication open, try using the phrase “Tell me more” so you can steer them in the right direction.
5. “It is what it is”
Another popular but essentially meaningless phrase, “It is what it is” is often used regarding fluctuating markets.
“This cliché doesn’t really communicate anything at all,” Smyth says. Offer a more precise response by saying, “We can’t change the fact the market is volatile.”
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