Does this sound familiar? You’re in the midst of making a great presentation to a client when you look up and notice that her eyes have glazed over. That blank look probably means your client is confused and that it’s time to hit the “reset” button.
“Blank stares are often a sign that the client isn’t following you,” says Rosemary Smyth, a Victoria-based business coach for financial advisors. “Some people will speak up when they don’t understand what’s going on but many are just too embarrassed to say anything.”
Learning to read non-verbal cues enables you to interpret and respond to the client’s body language. According to Smyth, an uncertain client will keep looking at you and turn toward you, which indicates that he or she wants further convincing.
“When clients are in ‘indecision’ mode,” Smyth says, “they often shift their weight from side to side and move their shoulders up and down. A confused client may also swallow a lot or shake his head. This is your cue to remain quiet and give them time to think.”
If a client turns away from you, loses eye contact, crosses her arms or hugs her briefcase or bag, she has “blocked” you out and is feeling pressure, Smyth says. In that case, you should back off for a bit and give her a chance to regroup. Then ask if she has any questions for you.
Here are some more tips for dealing with confused clients:
> Focus on your client’s needs
Clients don’t all want — or need — the same things from you. While some are looking for a lot of detail, others are hands-off investors who don’t care much about what’s happening in the markets. They may simply want to know what the bottom line is.
“Be flexible and adapt your presentation to meet the individual’s requirements,” Smyth says. “It’s easy to get carried away and provide too much information, but remember that not everyone is as interested in this stuff as you are. If you sense that the client is feeling overwhelmed, ask if you’re going too quickly or covering too much material.”
> Watch your language
Make sure you’re speaking at the client’s level of knowledge. Is your presentation sprinkled with a lot of “advisor-speak” or acronyms? If so, you may need to make some adjustments.
“Clients often find advisor jargon and slang confusing,” says Smyth. “Keep your communications clear so clients understand what you’re trying to explain or recommend to them. But don’t talk down to them or you’ll risk alienating them.”
> Summarize
At the end of every presentation, summarize the material you’ve just covered and ask if the client has any follow-up questions or wants clarification on anything you’ve said.
Smyth recommends that you also review what you and the client have agreed to do next. “This ensures that both parties understand the next steps. And by following up on your commitments, you’ll be demonstrating your reliability and building client trust.”
Follow these rules, says Smyth, and you’ll have more clients nodding in agreement with you as they leave your office.