Many advisers started out as introverts, forcing themselves, over time, to be social enough to woo and talk to clients. Once they mastered that stage, they then learned how to successfully lead webinars. Unfortunately, that's not enough today.
As our world has become more mobile and digital, the adviser's physical location is less important. However, when in-office meetings are not practical, the need for personalized communication is heightened. This means that visual connection is as critical as verbal contact to maintain solid client relationships.
(More: 4 critical elements of every great adviser website)
For advisers who have grudgingly taught themselves to invisibly speak to a group (over a conference call, for example), showing their faces live on camera can seem daunting. Yet, face-to-face communication can make the difference between keeping or losing a client. At the most basic level,
Skype allows virtual meetings that are almost like being there. This is a great way to incorporate meaningful distance communication into your practice one client at a time.
GOING TO THE NEXT LEVEL
How do you go to the next level? The physical dispersion of clients makes group events difficult, if not impossible. So the firm of today (the future is now!) must be able to produce virtual client events. This can include video blogs, presentations and question/answer sessions.
(More: How to up your video game)
A novel idea for video presentations popped up at the recent Schwab Impact conference.
Bill Winterberg and Steve Biermann introduced me to their latest toy: the
Ricoh Theta S 360. Smaller than a cell phone, costing about $350, the Theta S can record live 360-degree video (or photos) anytime, anywhere. Downloading onto YouTube or your website (with some amount of editing) allows clients or prospects to view you and your setting from any angle.
How can an adviser use this in practice beneficially? And why? Answering the why first, the need for better and more varied means of communication is increasing. Also, since clients and prospects are younger and more tech-savvy, being on the cutting edge can differentiate your firm from others. Practical uses of the Theta S can include:
• Recording round-table discussions.
• Video office tours for your website.
• "On location" presentations.
Whatever method you choose, now is the time to begin improving your distance communications with clients. Don't be afraid; have fun with it!
Sheryl Rowling is head of rebalancing solutions at Morningstar Inc. and principal at Rowling & Associates. She considers herself a non-techie user of technology.
