Over the past few weeks there have a number of reports and studies released about the types of communications advisors want from managers. The results are similar and not surprising – less is more (fewer e-mails) and performance isn’t everything. Duh!
It never ceases to amaze me that so many people fail to understand that communications have changed. Whether you embrace social media or not, it has changed the way that people interact. In order to be successful and develop long-term relationships, you have to deliver to people the content that they want, and you need to deliver when they want it and how they want it – period. If you don’t, someone else will.
How do you know what to deliver, how to deliver it and with what frequency? Ask the question. We all get too many emails. We all get tired of self-promotion. So why do so many people in our industry not get that? While these studies looked at managers and advisors, the message is germane for all industry participants. While you may not get it – the person you are trying to reach certainly does. And the fact that you don’t hurts your chances of success.
Even if you have a long-standing relationship with someone, it’s always helpful to periodically ask if they want any change to the types of information that you provide them, how frequently you provide it and how you provide it. If nothing else, they will appreciate that you asked.
Communications 101 in today’s world – give ’em what they want – not what you want – embrace it or be left behind.
Totally agree with you. One other aspect to consider is that different people prefer different forms of communication. Some people live in their email and will diligently work through their entire inbox. Call these people the ‘old codgers’. Others prefer getting updated info from blogs, some from Twitter, others from their LinkedIn feed. I’ve found that it’s best to cover all the bases when communicating to ensure that I don’t miss delivering my content in the way that my consumers prefer.