How you make the client feel is far more important that what you do. This sounds like a simple concept but once you understand it, it will change your business.

We have all had situations where we have killed ourselves to help a client, achieved a great outcome but then that client eventually leaves you, or doesn't refer or doesn't really care.

How you communicate what you will do or have done, the story you tell about your services, can have a dramatic difference to how the client feels.

I share a recent story about something that happened in my business today. We asked the client for more supporting documents and make the client "feel" like its a win.

Empathy is the feel to understanding this. You must put yourself in your clients shoes. But we are so busy in the day-to-day urgency of what we do, it is very hard to find to find the time and space to put ourselves in their clients shoes. To understand how it feels to be a first home buyer. To understand what it feels for your dream home to be on the line. To understand the pressures they have at work - and they don't need anymore pressure. We can all empathise. The challenge is having the discipline to make time to do it.

This will help you frame how best to communicate what you do (or have done) to make the client feel good. Feel valued. Feel looked after.

I also talk about how to communicate bad news in a way that neutralises any ill feelings the client has.

If you can nail this concept, you are guaranteed to build a very successful business.

If you are enjoying the podcast, please do share.