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What are the most effective ways to communicate with clients?

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Communicating with clients is a vital skill for any professional, especially if you are beginning a career in strategic communications. Whether you are pitching a project, delivering a report, or managing expectations, you need to use clear, persuasive, and respectful language to build trust and rapport with your clients. In this article, you will learn some of the most effective ways to communicate with clients, based on the principles of strategic communications.

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Pete Weissman

I help leaders earn more visibility, influence and impact through thought leadership and creative communications.
Martim Barbosa.'.

Assessor de Imprensa | Jornalista | Gestor de Comunica??o e Marketing | Estratégia de Comunica??o e Marketing |…
Vitor Welzel

Marketing | Branding | Estratégia | B2B | Comunica??o | Digital

1 Know your audience

Before you communicate with your clients, you need to understand who they are, what they want, and how they prefer to receive information. Do some research on their background, goals, challenges, and communication style. Use this knowledge to tailor your message, tone, and format to their needs and preferences. For example, if your client is a busy executive who values brevity and clarity, you might use bullet points and visuals to summarize your main points, rather than long paragraphs and jargon.

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Martim Barbosa.'.

Assessor de Imprensa | Jornalista | Gestor de Comunica??o e Marketing | Estratégia de Comunica??o e Marketing | Cientista Político | ESG | Comunica??o Institucional | Redator | Copywriter | Comunica??o Corporativa
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Steakholder ou público-alvo. Se você n?o conhece o seu ou os seus, está na hora de parar para pensar se está fazendo certo (claro que n?o). Se você n?o sabe para quem está vendendo seu produto (ideia ou marca), n?o sabe como abordá-lo.

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Vitor Welzel

Marketing | Branding | Estratégia | B2B | Comunica??o | Digital
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Se você n?o conhece o seu público, provavelmente deves estar errando, da estratégia ao tático. N?o se apegue ao ponto de elencar apenas um público. Hoje, as pessoas vivem em contextos diferentes e s?o fluídas, mas o que isso significa? Há inúmeros públicos para se alcan?ar e que estar?o concernentes com a sua marca. Abrir o leque, mas entender quem s?o, você saberá com que precisas conversar e de que maneira realizar. Em uma comunica??o B2B, por exemplo, entender organograma de cargos que influenciam na compra do seu produto, requer olhares diferentes e em momentos diferentes para que o resultado seja compra e relacionamento com o seu cliente final, que neste caso, mesmo que seja uma empresa, é de pessoa para pessoa que se faz o comunicar.

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Rama Krishna Ramachandrula

CS | [CA] | MBA | Business and Finance Consultant
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The starting point would be to know your target customers/clientele with utmost clarity. This facilitates your communication planning with the clientele and enables you to serve them in a more effective and engaging manner. Your communication with your Clientele must convey your intention of having long-term association with them, not just being confined to a one off transaction or event. You can keep your past and present Clientele updated with your latest business developments through a Business Newsletter. It wouldn't be a bad idea at all in seeking their feedback on the proposed developments that you plan to achieve. This would assist you in retaining your existing clientele and further enhance your business reputation and credibility.

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2 Plan your message

Once you know your audience, you need to plan your message carefully. Think about the purpose, scope, and outcome of your communication. What do you want to achieve? What do you want your client to know, feel, or do? How will you measure the success of your communication? Use these questions to craft a clear, concise, and compelling message that aligns with your client's expectations and interests. Use the SMART framework (Specific, Measurable, Achievable, Relevant, and Time-bound) to set clear objectives and action steps for your communication.

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Sherif Kandil ?

Leading a Strategic Orchestra of Business Expansion
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Planning our messaging is very important in our business. When we target radiology stakeholders, we must communicate with them based on what they do or provide in the sector. A message to radiology equipment companies is very different from a message to radiology software houses. We also cannot use the same message structure and objective with service providers such as diagnostic centers, polyclinics, and hospitals.

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3 Choose the right channel

Another important aspect of communicating with clients is choosing the right channel for your message. Depending on the situation, you might use different modes of communication, such as email, phone, video call, or face-to-face meeting. Each channel has its own advantages and disadvantages, so you need to consider the pros and cons of each option. For example, email is convenient and efficient, but it can also be impersonal and prone to misinterpretation. Phone and video calls are more interactive and personal, but they can also be affected by technical issues and distractions. Face-to-face meetings are the most engaging and effective, but they can also be costly and time-consuming.

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Pete Weissman

I help leaders earn more visibility, influence and impact through thought leadership and creative communications.
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DO NOT -- under ANY circumstances -- send a deck to a client in advance. They will flip through it before your call or meeting and then ask, "What else?!?" Walk them through each slide LIVE on a Zoom call. At the end of each slide, ask for their reaction ("Does that capture your challenge? Did I leave anything out?") Make the client a CO-OWNER of the conversation.

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Ana Pataki MSc

Patient Advocate for Rare diseases and Pediatric Cancer | EUPATI Fellow | EURORDIS Alumni
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I would say, for the first attempt - try everything. They will choose the channel which suits them the best. And then, start the magic with communication! You can also combine, since email can absorb the most of the information, but personal communication can help you see the emotion from your client.

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Martim Barbosa.'.

Assessor de Imprensa | Jornalista | Gestor de Comunica??o e Marketing | Estratégia de Comunica??o e Marketing | Cientista Político | ESG | Comunica??o Institucional | Redator | Copywriter | Comunica??o Corporativa
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Entenda de uma vez por todas: cada canal tem sua estratégia e forma de comunica??o. Sair "panfletando" em rede social de maneira genérica e indeterminada também n?o traz nenhum benefício.

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4 Listen and respond

Communication is not a one-way street. You also need to listen and respond to your client's feedback, questions, and concerns. Listening shows that you care about your client's opinions and needs, and that you are willing to learn from them. Responding shows that you are attentive, respectful, and professional, and that you are ready to address any issues or challenges that arise. To listen and respond effectively, you need to use active listening skills, such as paraphrasing, summarizing, asking open-ended questions, and expressing empathy. You also need to use positive language, such as appreciation, acknowledgement, and agreement, to reinforce your relationship with your client.

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5 Follow up and follow through

The last step of communicating with clients is following up and following through. Following up means that you check in with your client after your communication to ensure that they understood your message, that they are satisfied with the outcome, and that they have no further questions or concerns. Following through means that you deliver on your promises, that you meet your deadlines, and that you update your client on the progress and results of your project. Following up and following through shows that you are reliable, accountable, and committed to your client's success.

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Diana Petru

Global Employer Branding Community Manager at Wargaming | Ph.D. in Modern History
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"Good communication is the bridge between confusion and clarity." - Nat Turner Following up and following through in communication act as the strong pillars supporting this bridge. Once you've communicated, it's vital to ensure understanding and resolution. Following up entails checking in, clarifying doubts, and addressing any lingering concerns, while following through means delivering on promises and commitments made. These actions not only affirm your reliability but also solidify trust and commitment to your client's success. Ultimately, they transform spoken words into tangible outcomes, fostering a robust and enduring bridge of trust and understanding in any interaction.

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Ilana Kurizki
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This is #1, in my opinion. I would add that consistently showing initiative and following through are both equally important. You want to create a dynamic that feels like a true team partnership, not a transactional relationship.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to communicate with clients?

1

2

3

4

5

6

1 Know your audience

2 Plan your message

3 Choose the right channel

4 Listen and respond

5 Follow up and follow through

6 Here’s what else to consider

Strategic Communications

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What are the most effective ways to communicate with clients?

1

2

3

4

5

6

1 Know your audience

2 Plan your message

3 Choose the right channel

4 Listen and respond

5 Follow up and follow through

6 Here’s what else to consider

Strategic Communications

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