Have you ever been in a meeting, explaining a concept you know inside and out, only to see your client’s eyes start to glaze over? You’re hitting all the key points, but you can just feel the connection fizzling out. It’s a frustrating feeling, and one I think we’ve all experienced.
We spend so much time mastering the technical side of insurance and financial planning, but we often forget that our most powerful tool isn't a spreadsheet or a product brochure. It's our words.
The thing is, it’s not just about what we say. It’s about what our clients hear. And sometimes, a tiny shift in language can make all the difference between a client who is confused and hesitant, and one who is confident and ready to take action. I was reminded of this during a fantastic webinar recently with Barrett Kemp from Invesco, and she shared some insights that were too good not to pass along.
Let's dive into some simple word swaps that can have a surprisingly big impact on how your message lands.
Swap This for That: 10 Words to Use and Lose
Think of this as a little cheat sheet for your next client conversation. It’s all about choosing the word that resonates more positively and clearly with the person sitting across from you.
1. Swap "Fees" for "Costs"
This one is huge. Nobody likes paying "fees." The word itself feels punitive, like a penalty or an extra charge for no good reason. "Costs," on the other hand, sounds more like a standard part of doing business—the price of admission for a valuable service. It's a subtle but powerful shift from a negative word to a more neutral one.
2. Swap "Maintaining Current Lifestyle" for "Comfortable Retirement"
When we ask clients about their goals, "maintaining their current lifestyle" sounds clinical and, frankly, a little boring. It’s technical jargon. But "a comfortable retirement"? That paints a picture. It evokes feelings of peace, security, and enjoyment. You’re not just talking about numbers anymore; you’re talking about their future happiness.
3. Swap "Freedom" for "Security"
This one might seem counterintuitive. Don't people want freedom in retirement? Yes, but what they often mean by "freedom" is the security to live without financial worry. The word "security" feels more tangible and grounding. It’s the foundation that makes all that freedom possible. It speaks directly to their deepest need: to feel safe.
4. Swap "Solutions" for "Strategies"
"Solutions" can sound a bit like you’re a salesperson with a pre-packaged product ready to go. It can feel impersonal. "Strategies," however, implies a thoughtful, collaborative plan. It suggests you’ve considered their unique situation and are developing a specific course of action just for them. It’s about the process, not just the product.
5. Swap "Tailored" for "Personalized"
This is another subtle one. "Tailored" is a good word, but "personalized" just hits differently. It feels more, well, personal. It reinforces that the strategy isn't just adjusted to fit them; it was created with them and for them from the very beginning.
6. Swap "Transparent" for "Straightforward"
We’ve all heard "transparent" used so much it’s almost lost its meaning. It's become a corporate buzzword. "Straightforward," on the other hand, is simple and direct. It promises clarity and ease of understanding, which is exactly what clients want when it comes to how they’re paying for your services.
7. Swap "Minimizing Losses" for "Maximizing Gains"
This is all about framing. Fear of loss is a powerful motivator, but so is the excitement of opportunity. While protecting assets is critical, focusing the conversation on "maximizing gains" is more optimistic and forward-looking. It shifts the energy from a defensive posture to an offensive one.
8. Swap "Short-Term Strategy" for "Long-Term Strategy"
In times of market volatility, it's tempting to talk about "recovery" or "short-term" fixes. But clients are hiring you for the long haul. Talking about the "long-term strategy" reinforces your steady hand and reminds them that you’re focused on their ultimate goals, not just the temporary bumps in the road.
9. Swap "Not Correlated to the Market" for "Diversified"
"Not correlated to the market" is industry jargon. It’s confusing and might even sound a bit risky to a client. "Diversified" is a word they’ve likely heard before. It’s familiar, it makes sense, and it immediately communicates the benefit of not putting all their eggs in one basket.
10. Swap "Discretionary" for "Professionally Managed"
If you’re managing a client’s account, the word "discretionary" can sound like you have unchecked power. It can be a little intimidating. "Professionally managed," however, emphasizes your expertise and the service you're providing. It highlights the benefit to them—having a professional in their corner.
It's Not Just What You Say, It's How You Say It
Okay, so we've got our word swaps down. But the best vocabulary in the world won't help if the structure of your conversation doesn't match your client's personality.
This is where understanding basic behavioral styles comes in handy. Barrett Kemp referenced the DISC model, which is a simple way to think about this. You don't need to be a psychologist, but just having a general idea of who you're talking to can help you frame your message.
Think of it in these four simple buckets:
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The Dominant Client (The "Driver"): This person is all about results. They're direct, decisive, and want to solve problems. They’re asking themselves, "Are you competent? Can you get this done for me?"
- How to talk to them: Get to the point. Be confident. Focus on the bottom line and the end result.
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The Influencer (The "Socializer"): This person is energetic, optimistic, and builds relationships. They get their energy from people. They’re wondering, "Are you easy to work with? Do I like you?"
- How to talk to them: Build rapport first. Be friendly and flexible. Share stories and focus on the big picture.
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The Steady Client (The "Supporter"): This person is calm, patient, and values trust above all else. They move at a measured pace. Their main question is, "Are you authentic? Can I trust you?"
- How to talk to them: Slow down. Be patient and sincere. Build trust step-by-step and don't rush them into a decision.
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The Compliant Client (The "Analyst"): This person is all about procedures, accuracy, and details. They need to know you’ve done your homework. They’re thinking, "Are you dependable? Have you checked all the boxes?"
- How to talk to them: Be prepared with data and facts. Explain your process clearly. Show your work and be thorough in your answers.
Putting It All Together
At the end of the day, this isn't about memorizing scripts or trying to be someone you're not. It's about being more intentional. It's about realizing that the small choices we make in our language can build bigger bridges of trust and understanding with our clients.
When a client feels truly heard and understood, they’re more likely to feel confident in the plan you build together. And that’s what this is all about. So maybe in your next meeting, try one or two of these swaps. See how it feels. You might be surprised at the difference it makes.
