Agency News

Tailoring Client Communication

  • Written by Marty Martin

LOCOMOTIVE tailors our client communications to the client’s personality and preferences for consuming information.

tl:dr

Learning, modifying, and mirroring are the key components to tailoring your communication with any client. If these are taken into consideration, a successful relationship will be sure to follow.

One of the basics of communicating effectively is the ability to tailor your communication to your audience. In everyday life, we adapt our communication with family members, friends, and strangers by modifying our words and actions with every conversation we have. The same occurs with our professional network when responding to and acknowledging client relationships.

Understanding your audience and their motivators, habits, and what evokes positive and negative reactions, along with their preferred style of communication is essential to a successful and healthy working relationship.

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Just like any normal interaction with a person, it takes time to learn personalities, likes and dislikes, and how they operate day-to-day. Each person is unique, so paying close attention to your client and becoming aware of how they present themselves and reciprocate communication is the first step with learning how to interact. Simply asking how they prefer to engage in conversation, whether through more phone calls or email is a great place to start because it shows you’re vested in understanding your client and are making an effort to sustain a lasting relationship.

Establishing this right at the start is crucial and makes everyone involved feel happier and valued. And to top it off, you’re getting the communication across that you need and you know that they are in a good position to receive it because it fits their style. Taking this individualized approach with each client is key. 

As you continue to develop a professional relationship throughout a client engagement, it’s always best to constantly measure and assess their actions and feedback. Making adjustments and developing a proper communication method will provide more value to both parties and elevate productivity. The goal is always customer satisfaction and leveraging the knowledge you have to assist with the overall harmony of the account. 

For example, you might have a client that is very outgoing and friendly who enjoys person-to-person interaction. When going over client deliverables in this situation it would be best to have in-depth discussions over video conference or even better — in-person. They might feel more in-tune with the work you are presenting, become more engaged, and ask more questions. They may not be as willing to do that when you’ve just emailed them an excel sheet with detailed next steps. On the other hand, if you have a client that is more Type A, independent and has a direct type of personality, it would behoove you to keep meetings and emails short with project deliverables that include concise bulleted-out information that can be quickly digested without any fluff. For an analytical type client that loves information and data, it would be paramount to provide as much substantial detail as possible.

Learning, modifying, and mirroring are the key components to tailoring your communication with any client. If these are taken into consideration, a successful relationship will be sure to follow.