Building Relationships Remotely: A Guide for Financial Professionals

When coaching financial professionals, a common question that arises in today’s digital world is, “How do I create a relationship remotely?” As more client meetings shift to virtual platforms, the challenge of connecting on a personal level without ever meeting face-to-face becomes a central concern.

Establishing Comfort

Just like in-person meetings, the first step to building a relationship remotely is ensuring your clients are comfortable. For our brains to be receptive to advice, we need to quiet the "reptilian brain" – the part of our brain that is preoccupied with safety and survival. According to the Triune Brain model, this primitive part of the brain is always scanning for threats, and its activation can prevent clients from fully engaging with the information you provide.

Discussing finances is inherently stressful for many people, making them nervous or anxious even before the meeting begins. When meeting in person, professionals should ensure their clients have all the necessary information beforehand. This includes clear directions to the office, parking instructions, and detailed information about the office location. Clients should also know what documents to bring, the meeting duration, and the topics to be discussed.

Virtual Meeting Preparation

The same principles apply to virtual meetings. Begin with a phone call to help your clients set up the platform you'll be using. Offer multiple options in case they are more comfortable with a different platform. Ensure they are seated comfortably in a quiet space where they won’t be disturbed and remind them to have all necessary documents ready. By creating a comfortable and prepared environment, you help quiet the “limbic system” – the part of the brain that influences how we respond to stress and emotions – making clients more receptive to your advice. Moreover, taking the time to call beforehand demonstrates that you prioritize your clients' needs.

Transparency

Transparency is crucial in building trust with clients. Avoid using virtual backgrounds unless absolutely necessary. A messy virtual office reflects poorly, just as a messy physical office does. Ensure your desk and the space behind you are tidy and professional.

Effective Communication Techniques

1. Personalize Communication: Use your clients’ names frequently and reference previous conversations or shared interests to show that you remember and care about them personally. Sending a follow-up email summarizing key points discussed and addressing any specific concerns can also reinforce the personal touch.

2. Active Listening: Practice active listening by nodding, using affirming sounds, and summarizing what your client has said to show you understand. This not only builds trust but also helps ensure you are accurately addressing their concerns.

3. Clear Language: Financial topics can be complex. Use clear, simple language to explain concepts. Visual aids such as slides or shared screens can help make explanations more digestible.

Reading Your Clients

One concern that often arises is the ability to “read” clients virtually. While body language and non-verbal cues can be harder to interpret online, the key is to ask your clients directly. Instead of making assumptions about their understanding, ask for feedback and clarify any doubts they might have. Encourage the use of video during meetings. Seeing each other’s faces helps create a more personal connection. Make eye contact by looking at the camera rather than the screen, and smile to convey warmth and approachability.

Post-Meeting Follow-Up

As with in-person meetings, always ask for feedback after the virtual meeting. Thank your clients and acknowledge their opinions. People want to feel that they belong and that their feedback is valued. By doing so, you reinforce the sense of connection and trust.

Conclusion

Building relationships remotely requires thoughtful preparation, transparency, and active communication. By ensuring your clients are comfortable, being transparent about your environment, and consistently seeking feedback, you can create strong, trusting relationships even in a virtual setting.

Incorporating insights from financial psychology and behavioral finance into your approach can help deepen your connection with clients and make remote interactions as effective and personable as in-person meetings. These fields emphasize the importance of understanding client behavior and emotions, enabling you to tailor your interactions to meet their psychological needs and build lasting relationships.