Are You Positive?
You get home after a long day. You open the mail. You see that a letter has come from your financial services provider—ah, it must be a confirmation of transferring funds to your niece’s educational savings account. You open the letter and it starts with:
“Unfortunately, we can’t initiate the transfer of funds. It is against our policy to accept transfer instructions without a letter of authorization. You must provide a letter of authorization at your branch.”
Just what you need—to be told what can’t be done and that you have to do something else. What if instead of that letter, you received a phone call from a service representative or even a different letter saying:
“We’ll be happy to help with your funds transfer request. All we need is the completed letter of authorization. We’ve enclosed the form, and a postage paid envelope.”
Totally different feeling, right?
A simple change to a positive tone and the rearrangement of a few words can make a significant impact on how a client feels in that exact moment when they are directly experiencing your brand. Indeed, you’re making a statement about how you relate to your clients at every single client touch point—including account service letters.
Many companies put all of their voice and tone emphasis on their marketing communications, leaving operational or account servicing communications out in the cold (no wonder those letters might be so negative!). Consider for a moment that a client may receive far more operational communications than marketing pieces, and you can see where there becomes a disconnect between what the marketing team thinks the client is getting, and what the client actually experiences.
The opportunity and solution lies in customer experience, marketing, and operations teams working together to create a set of easy to follow communications guidelines that capture brand principles, writing styles, and writing strategies. When developing communications guidelines, we always recommend to that our clients look at how their voice and tone come across in operational or account servicing communications—especially whether the voice is negative or positive. There are often a lot of quick fixes (i.e. really negative letters) that can be made to create a positive change in the client experience.
There are many wonderful experts in the field of using positive language, particularly in training programs for staff who are on the front lines, interacting with clients every day. Google “positive language in customer service” and you will discover a great list of resources.
Many of the tools used in shifting customer service interactions to positive language can also be used in written communications. One of the most used negative words in operational communications is “unfortunately,” as we demonstrated at the beginning of this post. There may well be cases when you can’t get away from using the word “unfortunately,” but we’re willing to bet that you could reorder a few words and shift the tone to positive language for most communications.
Here’s another example of negative versus positive language from Robert Bacal at Bacal & Associates:
Negative: "We regret to inform you that we cannot process your application to register your business name, since you have neglected to provide sufficient information. Please complete ALL sections of the attached form and return it to us."
Positive: "Congratulations on your new business. To register your business name, we need some additional information. If you return the attached form, with highlighted areas filled in, we will be able to send you your business registration certificate within two weeks. We wish you success in your new endeavor."
The contrast is night and day.
The good news is that once you start using positive language, it becomes habit. And you can be positive that your clients will appreciate it.
Most Read IRIS Articles of the Week: April 17-21
Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, April 17-21, 2017
Click the headline to read the full article. Enjoy!
Like so many others in the industry, I was wrong. For years, I was certain that the bull market was nearing its end. I thought the market was over-extended, and that, surely, the wild equities run was coming to an end. But everyone else was bullish, and perhaps rightfully so. And while I’ve watched equities continue on their spectacular rise, I do think now is the time (really!) to put a hedge in place. Here’s why. Here’s how. — Adam Patti
The realities for fixed income investors have changed. How is this being reflected in markets? Bond investing has become increasingly difficult over the past decade. Markets have been heavily distorted by ultra-low interest rates and quantitative easing, as well as by extreme risk aversion in response to the global economic crisis and the eurozone debt crisis. — Nick Gartside
Is being a financial advisor worth it? I am an optimistic person and I encourage other people to keep a positive mental attitude (shout-out to Napoleon Hill and W. Clement Stone). However, by taking a good, hard look at the negatives in life, we can successfully pivot towards the positive aspects that will help us achieve our goals. — James Pollard
How do you treat one of your most valued, existing clients? Here’s a list of some things that come to mind. — Andrew Sobel
According to many advisors I speak with, the only clients that leave are those who have died. And while attrition may not be a big problem in this industry, I have to assume that at least a few clients change advisors without doing so via the funeral home. — Julie Littlechild
I was talking with an advisor last week about how to get into conversations about what he does. He was relaying the story of going jogging with a friend who could be a good client but is, more importantly, connected to a large network of people who fit this advisors ideal client description. — Stephen Wershing
Big picture thinkers are not unicorns - rare and mystical. And they were not born with the innate ability to think big. They do, however, pay attention to the broader landscape and take the time to think, analyze and evaluate. — Jill Houtman and Danny Domenighini
Your reputation is who you are and how you show up, Monday to Monday®. Many of us take our image and reputation for granted. Give careful thought to the kind of reputation that you would be proud of Monday to Monday® and that would resonate with your purpose and priorities. — Stacey Hanke
The generational changing of the guard is a fact of life as old as time. Young replaces old in responsibility, importance, control and culture. Outside of the family, the workplace is perhaps where this is seen most regularly by most people. — Shirley Engelmeier
Next time you hear your prospects give you price objections, it’s not because of the price. The give price objections because they don’t know the full value proposition that they’d be paying for. And it’s not based on their need, or your features and functions. It’s based on the buying criteria they want to meet internally. — Sofia Carter
Last week we wrote about the economic rationale behind going independent vs. moving to another major firm as an employee. As a follow-up topic, we thought it prudent to analyze transition packages attached to big firm moves and peel back the layers of the onion to show the components of these deals. — Louis Diamond
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