Language matters: Increase client retention and income

During the 20 years of being a financial advisor, my agency has gone through a lot of transitions. And I’ve been asked a few times, “At what point did your numbers start becoming consistent and you were making MDRT regularly?”

Our production became more consistent when we started becoming deliberate with the words we use when interacting with prospects or clients. When that change happened, we were no longer a chaotic office with different messages given to clients.

We work so hard to reach out to clients. We don’t want to waste that hard work. It’s crucial for me and my staff to be intentional at every point of client contact with the words used — from what to say when the phone rings, in virtual meetings, to the information we give clients about how and when to reach out to us. It’s much easier to have the phone ring when clients call us than it is to make outbound phone calls to find clients.

Amy Wakem is a 10-year MDRT member. This blog post was excerpted from her 2024 MDRT EDGE presentation “Language hacks that enhance client service and increase retention.

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