Building Relationships

Theodore Roosevelt once said that “the most important single ingredient in the formula of success is knowing how to get along with people”.

Indeed, having good relationships with your colleagues, customers, vendors and so on is key to your career and business success. It is even more so if the business that you are in has everything to do with people, for example, insurance.

“Building relationships with customers is an important aspect of our business. The stronger the relationship is, the more trust the customer will have in you and the more likely he or she will buy from you again or refer new customers to you,” says Yeap Chiang Ning, a wealth planner with Prudential Assurance Malaysia Berhad.

There are countless ways in which a solid business relationship can be built, depending on the nature of the business, personalities of the individuals or what the ultimate objectives are. Building relationships is key to business success.

However, as any sales or insurance agent would agree, successful relationships take time to flourish. The real challenge therefore lies in one’s ability to nurture these relationships and turn them into long-term partnerships which are mutually rewarding.

Here are a few simple tips to help you build that lasting relationship with your customers;

Be sincere

Build a relationship with your customers not because you have to, but because you want to and you genuinely believe that you can help make a positive impact on their lives. Consumers today are becoming more discerning and they can tell whether you are sincere or not almost immediately.

James Chui, a Prudential wealth planner who is based in Petaling Jaya, offers an interesting perspective: “Just remember this - take care of your customers like how you would care for your girlfriend, wife and family members, and everything that you do will naturally come straight from the heart.”

You are important to me

No matter where your customers stand in society, they are your most valuable assets. Let them know that they are important to you and how much you appreciate their support.

Penang-based Yeap, who has been with Prudential since 2005, makes sure that she is always there for her customers whenever they need her help or advice. “I am prepared to go that extra mile for them. That’s the least I can do, not only as their servicing agent, but as their friend as well,” she says.

Educate them

Knowledge is power and what you know can enlighten and change another person, if you share it. “I constantly keep myself updated with new product knowledge and financial-related information. When I meet my customers for lunch or drinks, I will take the opportunity to share some of the knowledge which I have learnt with them. They like it a lot,” Yeap says.

Remember those special days

Everyone is delighted to have his or her birthday and anniversaries remembered. So, it will be good to keep a list of all your customers’ birthdays, anniversaries, special events, graduations and so on. When the date comes, don’t forget to send your customer something.

Peter Then, a Prudential wealth planner based in Kota Kinabalu, Sabah, believes that this little gesture will go a long way in strengthening the agent-customer relationship. “I like to surprise my customers with little treats on their special day. They appreciate the fact that I remember them on those special days. That means a lot to them,” he says.

In a nutshell, wealth planners are entrusted to look after their customers’ financial well-being by offering them a comprehensive suite of products. Beyond that, the wealth planner’s ability to connect with the customer through respect, sincerity, knowledge of the customer and what they want is crucial in building and maintaining a lasting relationship.

This is the key ingredient to make it in the insurance business and ultimately, be the face your customer can trust.

*Article by Prudential Assurance Malaysia Berhad