You want to keep relationships on a professional level and be taken seriously by clients and prospects, especially if there is an age difference.
Yet, by knowing something about your client’s personal life, you can find connections as well as understand more about how you can best help them. Some may make the case for not sharing personal information though. If something went wrong in the relationship, you might regret having revealed too much about yourself. On the other hand, the internet often has plenty of information about you available for anyone to see, if they know where to look.
These are some ideas about what information you might share with new clients and prospects, which could be discussed in generalities without giving too much away:
1. Do you have children? Many people put children and family first. They want to give their children the best life possible and are willing to sacrifice to make this happen.
Down the road: Insurance is often about income protection and providing for your family in case something happens to you. You might bond over talking about your family. You know providing for theirs is a priority for them. This could also include planning for college.
2. What’s the town where you live? In a big city, this can be a neighborhood. In the suburbs, it could be a town. Did you both grow up in the neighborhood where you now live or someplace else?
Down the road: You might mention the names of people who live in that area, people you would like to meet. If you both live in or grew up in a certain place, you might discuss the growth and changes you’ve observed.
3. Do you have pets? People can get very attached to their cats and dogs and spend lots of money on their pets. You can ask if they have always had pets and what their names are.
Down the road: This is always something to talk and ask about when you speak. They are like family members and are important to them.
4. Where did you attend school? The college you each attended can be an obvious example. High school and elementary schools are important too, especially in smaller communities. You may have both attended the same school.
Down the road: Is the plan for their children to attend their alma mater, and how will that be funded? What does it cost today? Introductions and referrals are another opportunity. Are there other graduates who are also owners of local businesses? Do they know them through the school connection, and will they introduce you?
5. Do you work out? This includes sports where you participate in addition to going to the gym. For example, do they run, do yoga or play golf?
Down the road: If you share an interest, it is useful to know. It gives you something to ask about or trade tips when you talk.
Sharing personal information, without getting too personal, may turn you from another advisor into someone who is relatable. This helps develop one or more bonds that strengthen the relationship.
Bryce Sanders is president of Perceptive Business Solutions Inc. His book “Captivating the Wealthy Investor” is available on Amazon.
For more client connection-building ideas
