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How often and effectively do you communicate with clients? What strategies are you implementing to build trust and develop lasting relationships to retain good clients? We all have blind spots in business, and today's featured guest identified one of the most significant ones for business owners is client communication and how messages succeed or fail to get through effectively.
He’ll share his journey of starting a business with the mission of helping business owners identify and repair communication gaps with clients to forge stronger relationships and discuss how he found his niche. He'll also address common communication blind spots that undermine client relationships and emphasize why agency owners must remember that this is fundamentally a relationship business—one where building connections should precede any sales pitch. Join us for insights into marketing, communication, and the importance of addressing blind spots in both business and life.
Tim Riddle is the founder of Discover Blind Spots, a marketing agency that specializes in helping financial advisors uncover and address these blind spots in their marketing and messaging. He shares his journey into the marketing agency world, the origin of his agency’s unique name, and how his exploration of blind spots in life led him to identify communication as a critical area where businesses often struggle.
In this episode, we’ll discuss:
Choosing a niche in solving their common blind spots.
2 key elements of client communication.
Letting clients have the spotlight to build trust.
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E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
Tim's agency name, Discover Blind Spots, originated from a book he had written years before contemplating entrepreneurship. In "Blind Spots: What You Don't See Can Hurt You," he explored various cognitive and perceptual gaps people commonly experience. During his research, he found one theme kept coming up: communication failures.
With entrepreneurial insight, Tim recognized this widespread communication gap as a potential business opportunity. He launched his venture with an ambitious vision of transforming business owners' careers through improved communication. Despite starting with no clients and no immediate prospects, he couldn’t let go of the idea without at least trying.
Initially, he started by offering his services for free asking only for positive reviews, aiming to build credibility and visibility. However, the true turning point came unexpectedly during a conversation with a friend who was a financial advisor.
During their conversation, Tim inquired about his friend's client relationship management approach and got the typical answer of meeting with them for lunch every once in a while. When Tim learned his friend had approximately 300 clients but had only arranged a handful of lunches that year, he saw an opportunity to fill that communicational gap and offered a tailored solution that included creating content, both video and written that would reflect the advisor's voice and perspective, to authentically communicate and engage with his clients.
It was a risk to pivot his focus towards financial advisors, a sector he had not originally planned to target, but it was this very risk that led to the establishment of a successful niche for his agency.
While that was his first introduction to what would become his niche going forward, it did not immediately translate into paid work. The relationship with this financial advisor served as a crucial stepping stone rather than a direct revenue source. That milestone came later, as Tim’s friend introduced him and recommended him to more potential clients and his opportunities in the sector grew.
Once he saw the opportunity to monetize his services, Tim started by charging a modest $500 per project, a common approach among agency owners. Finally, once he landed his first big client, he was asked to come up with a monthly fee and upgraded to charging $5,000 per month. It was a shift to a value-based pricing model most agency owners take too long to adopt and a starting point to truly start scaling the agency.
We've all experienced customer service that starts strong during the sales process but deteriorates once the purchase is complete. Poor follow-up communication leaves clients with unanswered questions about their purchase, casting a negative shadow over the entire experience.
Responsiveness: Tim believes silence is the enemy in client relationships. He says there's never a good reason to allow communication gaps that make clients question the relationship. Likewise, he warns against applying a transactional mindset to a relationship-driven business. This only serves to frustrate clients and lead to missed opportunities. Being responsive doesn't mean having immediate answers or dropping everything to find them. Often, a simple acknowledgment that you don't have the information yet but are working to get it promptly can significantly reassure clients.
Adaptability: Another key aspect of Tim's approach is identifying each client's preferred communication channel early in the relationship. People have different preferences—some avoid phone calls and find emails to be less intrusive while others prefer them as a quicker way to solve an issue. By adapting to the client's preferred mode of communication, agencies can save considerable time and stress.
Interestingly, if you're attentive, clients often reveal their communication preferences through their behavior without you having to ask directly. For instance, if a client rarely responds to emails but answers calls promptly, they likely prefer handling matters quickly by phone. Taking the extra effort to communicate in a style that resonates with each client leads to faster resolutions and more productive partnerships.
Tim's efforts to adapt to clients have extended beyond just communication channels to improve the overall client experience, particularly during initial meetings. Traditionally, he would schedule two-hour sessions packed with questions, aiming to leave with a comprehensive 90-day action plan.
More recently, however, he began to start the meeting by asking the client “tell me a little about yourself”. This can lead to a 5-minute summary or a 30-minute account of their business’ history but Tim finds letting the client feel heard helps out them at ease and leads to smoother more amicable meetings.
As an expert, you might quickly identify solutions to a client's problems within minutes of meeting them. However, rushing to provide answers won't help establish the trust necessary for a successful partnership. Building that sense of safety requires patience—sitting back and truly listening as clients share what they believe is essential information. This approach enables them to feel confident that you have a complete understanding of their situation before developing an action plan.
People have a fundamental desire to be understood. By creating space for clients to share their stories and experiences, businesses can cultivate meaningful trust and rapport that serve as the bedrock for successful long-term relationships.
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