How you communicate with your clients is a reflection of how you run your firm. Every interaction you have either reinforces or undermines your firm’s brand and determines the types of clients you are likely to attract. Some clients prefer a more traditional approach, while others will be turned away. That’s why it’s important to understand your communication style, and what it may be saying about your firm. Take a look at these communication strategies and decide which one works best for you.
Traditional. If you’re doing business the same way you have been for decades, you probably have a traditional communication strategy. All of your business takes place at the office, which means office hours may run very late into the evening and on weekends. In order to work with you, clients often have to come in to your office, to deliver documents or sign forms. Some clients appreciate a traditional approach, but many prefer the convenience of a bit more technology.
Contemporary. With modern computing over 30 years old now, most firms are digital to some extent. A firm with a contemporary communication strategy is fully digital, with scanners, electronic file storage, email correspondence and an eye towards efficiency. This level of communication will suit most clients who are likely at a similar level of technological expertise.
Future-Focused. Technology is changing the business landscape, and nobody knows this better than your clients. Future-focused firms utilize technology to enable 24/7 on-demand client service, take advantage of the convenience offered by secure e-signatures, and they work from anywhere they want because their tools are in the cloud. Future-focused firms not only attract like-minded clients who demand the most convenient, efficient service and technology, but they also attract future-focused clients who aspire to learn about business technology from their trusted advisor.
Not all firms will want to adopt future-focused client communication strategies right away. However, as the number of traditional clients decreases and contemporary clients evolve into more tech-savvy future-focused clients, firms that want to grow will need to offer more self-service and full-featured access to collaboration tools. A simple way to get started is to implement portals in your firm.
Portals provide secure file exchange that is convenient for your clients and your staff. Whether you roll out portals to all of your clients at once or a few at a time will depend on your goals and your client needs. And whether your clients adapt to using portals depends a lot on how you implement them in your firm.
To learn more about considerations for implementing portals in your firm, download our whitepaper, 7 Secrets of Portal Success.