When networking with clients, you tread a fine line, says Allison Graham, London, Ont.-based author of From Business Cards to Business Relationships: Personal Branding and Profitable Networking Made Easy.
Successful networking is a delicate balance between developing personal relationships and maintaining your professionalism. Get too close to a client and you run the risk of that person viewing you as a friend rather than as a trusted expert.
“When you’re the buddy,” Graham says, “people tend to not take your advice as seriously.”
Graham offers three tips for maintaining your professionalism while interacting with clients in social settings:
1. Go beyond small talk
Avoid being the advisor who doesn’t share any relevant details about his or her life.
“People get very suspicious if you’re always asking the questions about them,” Graham says, “and you’re never giving them a glimpse into who you are.”
One-on-one networking activities such as coffee or lunch with a client will drag on if you’re only talking about the weather. So, have five go-to conversation topics on hand.
These can include your favourite hobbies and your family — as long as your stories are not overly detailed. Otherwise, you risk getting too personal.
Another go-to topic should be explaining why you chose to be an advisor, says Graham: “Advisors need to be able to articulate [their career choice] because that’ll be a part of their differentiation.”
Wondering if you should discuss hot-button topics like politics or religion? You don’t necessarily have to avoid those altogether. “The catch is: can you talk about those topics while still respecting other people’s views?”
If the conversation seems to be leading to a possible disagreement, end it by saying, “Well, that’s one challenge we won’t solve today.” Then tackle another topic.
2. Mind your alcohol
It seems obvious, but, from Graham’s observation, many advisors drink too much at public events. The common excuse is that their clients are also drinking. However, remember that clients are not responsible for others’ financial futures.
“If you’re slurring your words,” Graham says, “it’s going to chip away at your credibility as an advisor.”
The advisor should always be more sober than the clients, Graham says. So, if your client is downright drunk, you can enjoy a drink or two. But if the client is just a little “tipsy,” you must be sober.
Remember: the less you drink, the more control you have over what you say and do, which can prevent embarrassing situations.
3. Avoid sharing too much
When having conversations with clients, make note of their reactions to the topics you raise and the comments you make. If they are cringing, rolling their eyes or looking around for someone else to talk to, chances are you are revealing too much or getting too personal.
Examples of oversharing include mentioning problems in your personal life, discussing relationships with your staff members and talking poorly about others.
You may consider yourself friendly with clients, Graham says. “But whatever you say must still reflect your professional brand. Clients always want their advisor to be someone who has it together, is financially strong and is going to give the best advice.”
This is the first part in a three-part series on maintaining your professionalism.
Next: Professional online communications.