Building Client Relationships with Next Gen

Every delightful customer interaction begins with the marketer, and it can only be as powerful as the #CRM and #metadata underpinning it. With agents supporting them at every step of the customer journey creation process, marketers and #customerengagement teams can now create superior experiences shaped by intelligent and emotionally resonant conversations. At a cognitive level, the human brain no longer perceives AI as a “chatbot.” It perceives a relationship. This emotional shift fundamentally changes how consumers relate to brands, fostering deeper loyalty and trust. When customers interact with agents in a way that feels natural, their engagement deepens. The implications go far beyond engagement. Every AI-driven interaction generates a wealth of contextual data, far richer than what brands could ever collect from a single web form or survey. In one conversation, an agent can gather insights about a customer’s preferences, behaviors, and intent, building a more complete, dynamic customer profile. This continuous intelligence loop allows brands to maximize the value of every interaction. Let’s bring this to life with an example... Imagine Melanie, one of your many potential customers. She’s been thinking about joining Posh Fitness, a popular gym chain in her city. Instead of filling out a form, she decides to engage with the agent on their website. As they chat, it quickly feels more like a friendly exchange than a transaction. Melanie shares her fitness goals, whether she wants to lose weight, gain muscle, or improve flexibility, and the agent listens closely, asking the right questions to understand her needs and intent. The agent gathers valuable insights through this conversation that a simple web form could never capture. Melanie mentions her dietary restrictions, her preference for a supportive personal trainer style, and that she loves outdoor workouts but needs a flexible schedule due to her busy life. In just a few minutes, the agent collects a wealth of data about Melanie: her goals, preferences, and availability—all essential to crafting a personalized experience. And because the conversation feels human-like and emotionally resonant, it creates an immediate connection to Posh Fitness. By collecting this richer data early in the relationship, Posh Fitness can offer tailored recommendations and build Melanie’s loyalty well before she signs up. This isn’t just about closing a sale. It’s about building trust and delivering personalized experiences that evoke emotions and feel deeply human. Brands that will thrive in the era of #Agentic #AI are those that recognize the shift from transactional interactions to relationship-driven engagement. This isn’t just about personalization; it’s about creating experiences and dialogues that feel alive—where AI and marketers co-create journeys that adapt in real time, amplifying the impact of every customer moment.

Sending “Congrats on the new role!” to a past champion is the sales equivalent of liking your ex's vacation post and thinking you’re dating again. Most sales teams have zero systems for past champions. They rely on reps to remember names, scroll LinkedIn, and maybe send a “Congrats on the new role!” DM. Meanwhile, elite teams treat past champions like a high-value pipeline source...because they are. Here’s how to turn past champions into a repeatable, high-converting channel: 1. Assign ownership & score champions Not every past champion is worth your team’s time. - AEs: Focus on decision-makers at target accounts - SDRs: Mid-market & expansion accounts - Marketing: Long-tail nurture for non-core accounts Scoring system: - High priority: Decision-makers (Director+) in ICP accounts - Mid priority: Senior influencers who could champion you again - Low priority: End users...nurture, but don’t prioritize for outbound 2. Enforce fast outreach (SLAs matter) Most reps wait weeks before re-engaging past champions. By then, competitors are already in. - Day 1: Personalized email referencing past partnership - Day 2: LinkedIn connection request - Day 3: Voicemail - remind them why they worked with you before - Day 5: Direct mail (if high-value) No lazy outreach. Instead of “Congrats on the new role!”, say: "When we worked together at [past company], you told me [insight]. Is this still a priority at [new company]?" We build all of this in UserGems 💎's Gem-E so it’s automated. It can actually pull in additional context like any previous closed lost notes at their new company, like: "By the way, Jane Smith from your new Marketing team checked us out last year; you might want to ask her for some thoughts?" 3. Multithread immediately Your past champion alone won’t close the deal. They need internal buy-in. - Ask: “Who else needs to be involved?” - Find new influencers via LinkedIn Sales Nav - Secure an internal referral before competitors show up Gem-E can also surface, prioritize, and even craft emails to these buying group members on your behalf. 4. Make it a pipeline KPI Past champions should drive 15-20% of your pipeline...but only if it’s treated like an actual motion. - Track it in CRM -> How many past champion-sourced opps? - Enforce SLAs -> Follow-ups within 48 hours - Leaderboard & spiff -> Gamify re-engagement If marketing is tracking MQLs and SDRs are tracking dials, why aren’t you tracking past champions? This isn’t a play. It’s a system.

I get about 20 cold emails a month from financial advisors. Not one has made me think, “Wow, they really know me.” (Which is funny… because I’m the Founder & CEO of a WealthTech platform that helps advisors not send emails like that 😅.) Recently I even got a few from advisors at the same firm where I’ve been a happy client for years. (Hey, we’ve all had CRM hiccups, but maybe worth a quick check before hitting send!) Here’s the thing: these advisors are working hard. They’re doing what they’ve been taught to do. And I applaud their effort. But today’s clients, especially women and NextGen investors, don’t want another pitch. They want a person. At Willow, we see what happens when advisors make that shift. When they lead with curiosity and empathy instead of credentials and closing lines, everything changes. Why? Because real connection outperforms cold outreach. In fact, we see up to 5x higher closing rates than industry average for LeadGen programs. Here are a few quick ways to help make your outreach actually land: 1. Google before you greet. Take two minutes to look them up. If you mention their company, show you know what they do. 2. Check the CRM. It’s a quick win and avoids emailing your own firm’s clients. 3. Lead with curiosity. Ask about their goals, values, or story before talking about your solutions or research. Empathy isn’t fluff. It’s how trust (and business) gets built today. And who knows? Your next message might be the one that makes someone think,“Wow, they really get me.” 🍃 Warmly, Lacy #Entrepreneurship, #DigitalMarketing, #PersonalBranding

In this episode of What Would BK Do, I tackle a tough but common issue in professional services—and especially in brokerage: How do you successfully transition long-standing client relationships to the next generation of professionals? This question came from Casey McCormick, and it’s something many firms struggle with—especially when those client relationships span 20 or 30 years and feel more like friendships than business connections. Here’s how I’ve seen it done successfully: 1️⃣ Transition Must Be Incremental Handing off a deep relationship overnight just doesn’t work. It needs to happen gradually, with intention and care. 2️⃣ Introduce a “Wingman” Early Have the senior partner begin including a junior professional in meetings, lunches, or site visits. Over time, their presence will become expected and welcomed by the client. 3️⃣ Develop Relationships Across Generations Clients often have rising leaders within their organizations too. Pair younger team members with those up-and-comers to mirror the generational handoff. 4️⃣ Build Trust Through Repetition Each meeting should give the junior more visibility and responsibility. Trust isn’t given—it’s earned. But consistent exposure, performance, and endorsement from the senior partner goes a long way. 5️⃣ Let the Process Be Organic If the senior partner actively supports the transition and the junior earns that trust through competence, the relationship will shift naturally over time. That’s the most seamless—and successful—way to do it. Relationship succession is a long game, but when done right, it preserves client trust, strengthens the firm, and sets the next generation up for success. Got a question you want answered in the next WWBKD? Drop it in the comments or send me a message. #WWBKD #BKREA #NYCRealEstate

Recently, I gave a talk for 700+ wealth advisors, which included thoughts on how to engage the next generation—specifically, millennials and gen z’s. These thoughts are based on my research and experience in the advisor seat. Plus, I happen to be a millennial, so that helps! Generally speaking, I suggested stepping into the mindset of this cohort, for purposes of engaging and providing value. Here are 4 next-gen mindsets and practical ways to lean into each: ➕ Authenticity and Transparency Advisors can embrace an authentic and transparent approach to communicating with next-gens. Prior generations may prefer traditional formalities, where subsequent generations may prefer less formality. Next-gens tend to appreciate a friendly, relaxed, and straight-forward approach to communication. Plus, they tend to be less hierarchical minded. ➕ Education and Empowerment Advisors can provide value through educating and empowering next-gens. Typically, prior generations started investing later in life, whereas subsequent generations are investing earlier in life. Next-gen’s are eager to ask questions and learn. Our culture is becoming increasingly autodidactic, meaning people are interested in self-learning with the help of the resources at their fingertips. Advisors can be a helpful resource, thereby proving invaluable to this cohort of investors. ➕ Values and Purpose Advisors can engage next gen’s by asking about what their values are and what their purpose is. These questions and conversations are increasingly common these days, particularly for millennials and gen z’s who are embracing the ethos of: money & meaning, or profit & purpose. Advisors can leverage different resources to lean into these values conversations. ➕Innovation and Entrepreneurship Advisors can connect with next-gens by leaning into their innovative and entrepreneurial mindsets. Advisors can offer insights on how different companies are innovating and/or provide white papers on new asset classes, such as digital assets. Separate but related, if a next-gen is starting their own business (pursuing the entrepreneurial path), then advisors can ask questions, engage, and support where possible. For example: provide education and support by offering resources for thinking through the pros/cons of an LLC structure. #nextgen #millennials #genz #wealthmanagement #familyoffice #wealthtransfer #advisors #invisiblewealth #values #purpose

Have you ever noticed what happens in your neighbourhood coffee shop? They never tried to sell you anything. The seller just remembered your name, asked about your kids and made that perfect latte. Now you bring every client there. You've referred dozens of friends. That's the power of authentic relationships; it works the same in business. I watched a software company struggle with cold calls and aggressive tactics for months. Deals kept falling through. Trust was non-existent. Then they shifted focus: hosting helpful industry meetups, sharing genuine expertise and celebrating client wins. No hard selling. Just a human connection. Their sales cycle was shortened by 60%. Referrals skyrocketed. This is the new Networking Revolution: Relationships First, Sales Second When you build genuine relationships: - People become advocates, not just customers - Your reputation grows organically -Business becomes sustainable, not transactional - The most valuable business asset isn't your product or pitch It's the strength of your network. What genuine connection could transform your business today? #RelationshipBuilding #AuthenticNetworking #BusinessGrowth #ConnectionsOverSales

I learned the most important sales lesson of my life sitting in a Café in Lahore, not in any boardroom. It was 2012, and I was a young entrepreneur desperate to land a critical contract. My potential client, an experienced business owner, listened patiently as I launched into my pitch—then stopped me with a gentle laugh. "Usman," he said, "you're trying to sell me something before you've even tried to understand me." That moment changed everything. In 2025, the data confirms what that wise mentor taught me years ago. The Harvard Business Review's Relationship Selling Index reveals that sales professionals who invest in genuine connection close 37% more deals and maintain 52% longer client relationships compared to traditional pitch-driven approaches. The 2025 Global Sales Transformation Report provides striking insights: Companies that prioritize rapport-building report 41% higher customer satisfaction rates and experience 29% less client churn. But these aren't just numbers—they represent real human connections. Last quarter, our Devsinc team transformed a potential project pitch into a multi-year strategic partnership—not through slick presentations, but by spending three hours understanding the client's unspoken challenges. We didn't just listen; we truly heard their story. For emerging professionals: Your technical skills will get you in the door, but your ability to build genuine rapport will keep you in the room. The World Economic Forum's Soft Skills Index shows that emotional intelligence now accounts for 68% of career advancement potential in technology and sales roles. To my fellow executives: The era of transactional selling is over. The McKinsey Client Engagement Study demonstrates that organizations investing in relationship-building see 33% higher lifetime client value and 26% more referral-based growth. At Devsinc, we've learned that selling isn't about presenting solutions—it's about understanding stories. Every conversation is an opportunity to connect, not to convert. Before you pitch, ask yourself: Have I genuinely tried to understand the human behind the potential transaction? Trust is built in moments, not meetings. And relationships are the true currency of business.

I've been reflecting on one major trend from last year that I feel will be hard to ignore in 2025: Gen Z’s relationship with brands and social media. This generation doesn’t just consume content, they drive it. And they do so with a level of authenticity and transparency that demands our attention. For Gen Z, brand loyalty isn’t built on flashy ads or influencer endorsements alone. It’s about values. It’s about knowing what the brand stands for and aligning with causes they care about: be it sustainability, inclusivity, or social justice. Here’s how I’ve been thinking about this shift as an entrepreneur: For Gen Z, being true to themselves is really important. They want brands that embrace uniqueness and support personal expression. To connect with them, we need to be authentic and offer products and messages that let them express who they really are. Social Media is the New Word of Mouth: If you’re not engaging in the conversations Gen Z is having on social media, you’re missing out. They trust their peers and online communities more than traditional advertising, and their feedback is immediate and powerful. Experience Over Projection: For this generation, it’s not just about seeing an ad but engaging with a brand in a meaningful way. Whether through personalized experiences, interactive campaigns, or exclusive content, creating a connection is more valuable than ever. Gen Z is not just shaping the future of business but is redefining what it means to build loyalty and trust. Is your brand ready for this shift?

BAD NEWS: By the time your sales team reaches out your buyers have already decided who they’re doing business with. For digital natives, 4 of the top 5 buyer interactions are completely self-guided, with almost no vendor involvement until much later on in the buying journey. Let that sink in. → Millennials + GenZ: Research, evaluate, and narrow options independently → Boomers + GenX: Prefer direct engagement with product experts and sales reps The traditional GTM playbook assumed buyers needed our guidance throughout their journey. That playbook is now obsolete. Today's buyers have already formed strong opinions about your solution before your sales team even knows they exist. 74% of sellers agree that buyers are doing more self-guided research before reps ever get to speak with them. They get informed by: → Watching product comparisons on Youtube → Reading customer reviews on LinkedIn → Following thought leaders on Twitter/X → Engaging with brand content on Instagram The truth? GenZ doesn't want to be sold to. They want to find answers on their own terms. GREAT NEWS: You can be part of their shortlist if you show up where they're already doing research.