Knowledge is Power: Why You Need Well-Informed Clients and How to Educate Them

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Informed clients are just easier to work with so you should educate your clients today.

In today’s business world, there are going to be a multitude of different clients with some being well-informed of the services or products they need and those who are just browsing blindly.

If the service you are providing isn’t up to par with your competition, then it is possible you might not want a client who knows what they want and what they are talking about.

For those that offer great services/products at a great price, they want an informed client because they are easier to work with and recognize the great work being done.

The following are some ways to inform your clients without belittling their knowledge. Plus, a bit about why you want clients that are educated on your industry.

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Discuss Their Pain Points

A great thing to discuss with a client is the pain points that they are having in a certain aspect of their company. Asking the client how they are dealing with this problem now can allow you to look into their processes and possibly educate them on how your company would do it. Here is how discussing pain points with a client can help educate them.

  • Discussing the pain points will allow you to go over the processes that you take to resolve a problem. In the example of marketing, you could discuss the milestones that are hit with each campaign before it is finally completed. Processes are one of the first things you should educate your clients on as getting a barrage of emails daily can lead to a drop in production for your team.
  • This allows you to discuss only the problems the company is having and how you can remedy them. Companies often talk a bit too much about aspects that do not matter to the client. That only confuses them, especially if you are using industry lingo.
  • Educating your client on how it will be different working with your company is a great thing to do in the beginning of a relationship. The client wouldn’t be switching to your company if they were happy, so the processes of the other company should be erased from your client’s mind.

Make a Presentation

Clients learn in different ways just like the rest of us so sending data without an explanation might not clear anything up. For example, a financial advisor would explain why certain investments at a young age might change as you get a bit older. The advisor could also send over literature on things like why gold or silver are a solid investment for the future.

When creating this presentation, it is important to put things in terms so simple a middle schooler could understand them. Emailing this presentation to the client after you have given it to them is also important. The presentation should be used as a resource for the future, as many people have to look over things a few times before completely understanding them.

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Sending over the main takeaways after a presentation in an email is also important whether it was a virtual presentation or in person. In the presentation, you should include hard data as well as graphs. Some people are a bit more visual when learning.

Do a Trial Campaign

There will be clients that believe that they know a bit more about a subject than your company. This can be extremely frustrating in the cases where it thwarts you from doing your job to the best of your ability. Simply mentioning that another strategy might be more effective might not be enough for those clients with larger egos.

The cold hard data is something that many people need to see to accept their thoughts were wrong. Qualitative data isn’t something that you should bring to a client that believes that they know it all. Numbers will do the job, but make sure that you present these in a sensitive way. Some clients can be embarrassed by being wrong, so present it in a way that shows their strategy wasn’t necessarily wrong, but your company’s tried and tested method is a bit better.

As you can see, there are plenty of different ways to educate clients as people learn in different ways. If something doesn’t work the first time, it doesn’t hurt to try another avenue to try to impart some knowledge on the client. There will be those clients who do not want to learn but rather trust in the work that you do.

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Those clients are the uninformed clients that can allow companies to be creative and reach new heights in their work. The uninformed clients that try to pretend they know something and impede production with superfluous demands can slow work as well as lower the quality of the work. Educate the clients that are willing to learn and you will not regret it as they will be able to work closely with you without impeding anything.

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