Keeping clients on the same page to improve conversions

by Rakhee Ghelani May 4, 2016

It’s not uncommon for clients who have a relationship with each other to attend the same meeting but come away with completely different perspectives on what was communicated. Knowing how to ensure your clients are always on the same page is an important way to improve your conversion rates.

Picture this: you’re meeting with two potential clients and it’s going really well. You leave the meeting expecting that you’ll close the deal any day now, so you follow up a week later only to find out they’ve each interpreted the information and advice you shared in the meeting quite differently. They’re now at a stalemate, and you’re left wondering how this happened. Sound familiar?

With some effective communication techniques, you can ensure you and your clients are always on the same page, and increase your chances of closing that deal.

Understand their goals and help them align

It’s important to do the legwork with potential clients to make sure you really understand their goals and what they’re trying to achieve. This extra effort will ensure you can suggest the product that is best suited to them. By asking pointed questions to clarify their objectives, you may also uncover some future needs that you can store away to follow up when the time is right.

If there is more than one decision maker, as is often the case with a couple, it’s also important to make sure their goals are aligned. Ask them plenty of questions to uncover their intentions and needs, and then relay these back to them to confirm that you’ve got it right. This will also highlight any conflicting ideas or information, so they can see the gaps and work towards a unified position.

Give concrete examples in their language

Home loans can be confusing for many and there’s nothing like a real-life example to help people understand their options. Use these as often as you can when discussing product features and options, and try to adopt the client’s language instead of bamboozling them with industry terms and acronyms that will only increase their confusion. If you use lay language, your client will walk out the door feeling confident in what you’re offering them and how it helps them achieve their goals.

Use print-outs and documentation

Taking away reading material can be a great reference point if there is a disagreement or uncertainty about what was discussed at the meeting. It’s even better if you can draw attention to the parts they really need to read, and be in agreement about what it means for them before they leave your office.


Towards the end of the meeting, verbally summarise the key points discussed and any next steps you’ve agreed upon. Ask upfront whether there’s anything you need to clarify for them, focusing in on any element that you know is inherently confusing or seemed to be a stumbling block for the clients in the meeting. This process should flush out any residual confusion or conflicting thoughts, and also gives them the opportunity to ask any remaining questions they may have.

After the meeting

It’s a good idea to send a follow-up communication such as a quick email within 24 hours of the meeting. By summarising the key points again you can clarify what was discussed. Perhaps keep the door open for them as well, indicating your willingness to discuss anything further, so any misunderstandings can be resolved promptly. This also demonstrates your professional approach and will help build your relationship and progress the client to the next stage with you.

By following these simple tips, you can ensure your clients understand your advice and are on their way to achieving their goals after your first meeting. Plus, you will be well placed to improve your conversion rates.

To learn more about the tools and materials you can use to help conduct your client meetings, please contact your BDM.

Rakhee Ghelani

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Rakhee Ghelani is a freelance writer who also has nearly 20 years’ international experience developing and implementing strategic initiatives for some of Australia’s largest brands in banking, manufacturing and professional services. She has travelled to over 50 countries and has been published internationally.

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