It is about relationships 

In his fabulously successful book The Tipping Point, Malcolm Gladwell tells a story about his interview with financial planner Tom Gau of Torrance CA.  Kavesh and Gau is one of the top financial planning firms in the country.  Gladwell says “as you would expect from a great salesman, he has a kind of natural exuberance.”   Gau also has a special relationship with his customers. He expresses it to Gladwell this way: “I love my clients, okay?  I’ll bend over backwards for them. I call my clients my family.  I tell my clients, I’ve got two families.  I’ve got my wife and kids and I’ve got you.”

Herberg and the L word 

In seminars and personal coaching sessions our associate Frank Herberg often advises: “Love your customers.  Express your love for them.”  He says love is a word that is seldom used in the business world, and asks why not. 

Building community spirit 

I often suggest to agent clients that they treat their customers as a community whose members look to them for leadership.  As a professional and leader in the financial security field, an agent has a profound influence on members of their community. And the responsibility to provide sound advice and counsel as a basis for decision-making for community members.  

Love and caring build lasting relationships 

I don’t have a survey at hand that supports my belief that agents who show empathy and caring for their customers have more loyal clients, higher retention rates,  and get more referrals than those who are less passionate and less involved with their customers.   

I am convinced, however, that customers don’t care how much you know until they know how much you care! 

What do you think?