During trying times, many businesses – including energy brokers – work to retain customers with incentives while trying to recruit new customers. This is done to help combat the drop-off which happens with a variety of situations, but especially with an economic downturn. One of the more important functions that an energy broker can do to retain a level of client loyalty and trust, is to constantly communicate that you’re working for your clients on a daily basis – whether they realize it or not.
Updating your clients via mail and e-mail
Now that in-person meetings are either still prohibited, or, even in states with looser orders, highly discouraged, energy brokers have to find socially distant ways to stay in touch with their clients. One free, convenient way is a weekly newsletter detailing your activities. This can touch on what you’re doing, developments in the energy market, and how working with you continues to save them money in a volatile market. You can even run raffles or invite clients to be featured in your next newsletter along with testimonials. For older clients or, for a more personal touch, you can hand-write notes thanking clients for their continued business and insert energy market updates for them. These personal updates and touches can go a long way to keeping your clients’ loyalty and business for years to come.
Create a presence on social media
If you’re not already on social media, now is a great time to get on a variety of social media platforms so you can communicate with clients and potential clients on what you do as an energy broker and how you’re working for them. Many professionals focus on Twitter and LinkedIn with some forays into Facebook and Instagram to keep clients updated and track what’s going on in the energy market. You can also incorporate some personal yet professional photos and anecdotes so clients get to see another side of their energy broker. Given the right tone, style and attention, this could increase your business substantially and propel you into the “thought leadership” arena where you are looked to as an expert in the field on social media. This could even lead to media mentions of you and your business. For a good example of how to balance a personal and professional Twitter voice on the same account, look to Disney CEO Bob Iger who maintains a personal voice while advancing professional priorities.
Use substantive communications to get your value across
While clients appreciate the occasional check in regarding how you personally are doing, they are more interested in the value you are providing them and how you’re saving them money in the short and long term. Comparing the performance of your work compared to them not using an energy broker is a great way for them to know that you’re saving them money they hadn’t even considered. Invest in and learn a good graphics program and how to make charts and comparison tables. Pictures are often much more effective than a long soliloquy that comprises of multiple paragraphs. Additionally, using words that reinforce your value such as savings through experience or through exclusive relationships will ensure clients understand why you are the top pick for their energy needs.
Tailor your communications to your clients’ concerns
No matter when you send a communication to your clients, make sure it is appropriate for the moment and for their concerns. During an economic downturn, lean into how you save them money. During a good economy, lean into efficiencies and how they might be able to upgrade some energy appliances in their home to be more energy efficient, which is good for the environment and the pocketbook. It’s always a good time to let your clients know what you do for them as long as the communication is appropriate to the moment and is likely to reflect favorably on you.
