The Client-centred Blog

The three levels of client commitment

It seems to me that commitment is an essential ingredient for success.

Not commitment as some form of hard discipline that you must force yourself to endure.

But rather commitment as an inner knowing that, “I am doing this because I want to, it is important to me and worth the investment of what it takes.”

As I have discovered over the years, the best clients to work with are the ones who are the most committed.

They are committed to their goals, living a high-quality life and the relationship they have with you.

Why are they committed to their relationship with you?

Because their life is better with you in it.

So, here is a question.

Do clients show up as already committed or do they become committed because of the level of commitment you have to them?

Imagine that there are three levels of client commitment:

  1. Clients that pay for advice
  2. Clients that pay for your advice
  3. Clients that pay for their dreams

To level 1 clients a relationship with an adviser is not high on their priority list. They see financial advice as a commodity that they can obtain from any number of sources and they are often focused upon what it costs.

To level 2 clients the relationship they have with you is important. They want to work with someone they can rely upon, someone they can trust, and they place value upon this. But the relationship is still all about the advice.

Level 3 clients experience their relationship with you very differently.

Imagine that we all have a default future. This is the future that will happen if nothing changes and our dreams remain just dreams.

Yet what happens when a dream begins to move into reality?

In last week’s blog I shared the story of an adviser who slowed down and got deeply curious about her client’s dream.

When a client connects with their dream it begins to get more real for them. Consequently, there is an upward shift in energy.

With you in their life to support them, plan with them, coach them, and challenge them, their dream can become not only more possible, but a reality.

Your client’s level of commitment is high because they are paying for their dream.

Who do you want to work with?

Not every potential client you meet will understand or value level 3.

Only some will.

And only you can decide at what level you want to play at and who you are willing to work with.

But the following questions are important to reflect upon:

Who do you do your absolute best work for?
What do you find most rewarding and fulfilling in your work?
What level of client do you want to build your practice around?
Who is more likely to refer you to other like-minded people?

P.S. Look at your client list. Who are level 3 clients? Do you have as many as you would like, or do you want more?

What one small action towards your dream are you willing to take right now (because enthusiasm has a half life. The longer you leave it the less likely you are to do it)?

John Dashfield

John Dashfield spent 14 years as a self-employed adviser. Since 2006 he has been a coach, mentor and author helping advisers create transformations in their business and personal lives.


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