#50 Empathy's Role in Marketing From Client Care to Brand Building

In this episode of the Serve First, Sell Later Marketing podcast, host Sylvia Garibaldi emphasizes the transformative power of empathy in professional practices, particularly for lawyers, mediators, and divorce professionals. Sylvia discusses how empathy is not merely a soft skill but a vital tool that fosters trust and enhances client relationships. She shares actionable strategies for integrating empathy into daily practice and marketing efforts, ultimately helping professionals connect more deeply with their clients and achieve better outcomes.

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Key Takeaways

• Empathy as a Superpower: Understanding and sharing clients' feelings can significantly enhance professional relationships.
• Building Trust: Clients who feel understood are more likely to share critical information and engage in the decision-making process.
• Effective Communication: Empathy allows for clearer explanations of complex concepts, making clients feel more comfortable.
• Practical Strategies: Active listening, personalized communication, empathetic questioning, and nonverbal cues are essential for demonstrating empathy.

Episode Chapters

• 01:26 - Exploring empathy's role in professional practices.
• 07:55 - Maintaining Client Relationship: The role of empathy in ongoing client interactions.
• 09:50 - Active Listening Techniques: Strategies for effective listening to understand client needs.
• 16:28 - Building Referral Relationships: Using empathy to strengthen connections with referral partners.

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Transcript

00:00 - Sylvia (Host)
Hello everyone, and welcome back to episode number 50 of the Serve First, sell Later marketing podcast. I'm your host, sylvia Garibaldi, and in today's episode I want to put the spotlight on a powerful truth about empathy and the role that it actually plays in building trust and growing your professional practice. So here's a powerful truth Empathy is not just a soft skill. It's really a superpower that can elevate your practice and transform those client relationships. So I want to talk about how lawyers, mediators and divorce professionals can really develop this strength to create deeper connections and build lasting trust. So I want you to imagine walking into a consultation where your client feels truly heard and understood, even in their most vulnerable moments. And so that's really the magic of empathy, because it's the ability to step into someone else's shoes, to share in their feelings and to respond with compassion. And, let's face it, in your high stakes fields where clients are often navigating emotional turmoil, empathy becomes an essential tool for success. So in this episode, I want you to really analyze your level of empathy. Do you feel that it's where it should be? Should you be developing your empathy further? So this is what I hope to accomplish in this episode, because we're going to unpack what empathy really means in a professional context and examine its profound impact on clients, on prospects and referral partner relationships, and really share practical strategies for integrating it into your daily practice and your marketing efforts, because they're all tied together. 

03:21
So what exactly is empathy? So, in simple terms, it's the ability to understand and share the feelings of others, and it's like having a superpower that allows you to step into someone else's shoes and see the world through their eyes. So, typically, if you've experienced something that someone else has gone through, you most likely will have empathy in that type of situation. So empathy isn't just about feeling sorry for someone. It's about truly connecting with their emotions and experiences. So an important question to ask is how does this apply to your work in the legal mediation or divorce space? And I just want to say that empathy can be a game changer in your field, because when you use empathy in your practice, you're not just dealing with cases. You're really dealing with people, real people with real emotions, real fears and real hopes. 

04:22
So I think by tapping into empathy, we can enhance our client interactions in some very powerful ways. So, first off, empathy is really instrumental in helping to build trust. So when clients feel understood, they're more likely to open up and share critical information and, as you know, this can lead to better decision-making processes because you ultimately have a fuller picture of the situation. Second, empathy allows you to communicate more effectively, so you can explain really complex concepts in ways that resonate with your client's experiences, making the whole process less intimidating for them. And that's really what you want to do At the end of the day. You want them to feel comfortable and you want them to feel less intimidated. 

05:17
And there are actually some studies that have shown the incredible impact of empathy in professional fields. So, for example, there was a study published where it found that lawyers who demonstrate empathy are more likely to have satisfied clients and successful case outcomes. So remember that using empathy doesn't mean we lose our professional objectivity. Instead, it really just enhances your ability to serve clients effectively, and it's about balancing with a genuine understanding of your client's emotional needs. So I really believe that empathy isn't a nice-to-have skill. It's a powerful tool that can transform your practice and significantly improve your client relationships. And I can honestly say, when I look at our clients at SG and Associates and when I'm in conversations with them, it's not surprising for me to see that the most empathetic professionals that we work with typically are the most successful ones. So it's an interesting observation that I've made in working in marketing services. So how can empathy supercharge your client relationships? 

06:28
So, whether you're meeting a prospective client for the first time or you're working with longstanding clients, empathy is your secret weapon for building and maintaining trust. So let's start with prospective clients. You know that first impression is everything right. So when you think about that, empathy really is your ticket to making a great first impression. When you approach that initial consultation with empathy, you're not just another professional. You're someone who genuinely cares, and this is, of course, when done authentically. I'm a big believer in making sure that all of our actions are authentic and are not just something that we do because we think we have to do it. So here's a great example. 

07:13
Instead of diving straight into the details, you can try opening with something like I understand that this must be a challenging time for you. How are you holding up that this must be a challenging time for you? How are you holding up? And so, when you think about that question, it's a simple question, but it shows them that you see them as a person and not just a case number. So if a client says they're overwhelmed, you might respond by saying it's completely normal to feel overwhelmed in this situation. Why don't we just break down the things that you're experiencing so that we can make it more manageable? And what this does is this validates their feelings and shows that you're there to help. 

07:55
So now let's talk about existing clients. So empathy isn't just for first meetings. As you know, it's the glue that keeps clients coming back, and when you consistently show empathy, you're not just their lawyer or mediator or divorce professional. You become their trusted advisor. So here's a real life example A divorce mediator that's a client of ours had a client of their own going through a tough divorce. So instead of just focusing on the legal aspects, she always asked about the client's emotional well-being and even recommended a therapist when need be, and so the end result was that the client not only stayed with her through the divorce, but also came back for parenting coordination over the years. And so we see this time and time again that empathy plays a key role in building trust and really keeping that relationship going, if it makes sense to do so. 

08:52
So I think it's important to remember that empathy doesn't mean you have to solve all of your client's emotional problems right. It's about acknowledging their feelings and showing that you understand, and this can be as simple as saying I can see this is frustrating for you. Let's work through this together. So by consistently applying empathy in your interactions, you're not just providing a service. You're actually creating an experience, and it's an experience where your clients feel heard, they feel understood and they feel supported, and that, I believe, is the kind of experience that keeps clients coming back and recommending you to others. So now that we've explored why empathy is so crucial, let's dive into how you can actually incorporate it into your daily practice. So I'm going to share some practical strategies that you can start using right away. 

09:50
So one of them, I think, is active listening, and this is really your secret weapon for understanding your client's needs and concerns, and a great way to do this is, when your client is speaking, give them your full attention, put away your phone, close your laptop and really focus on what they're saying. Try to listen not just to the words but to the emotions behind them, and I can tell you that when you practice this, often you get much better at it, because it can be challenging to tune everything out and just focus on the client or prospect that is in front of you. And, as I said, it takes practice to be able to tune everything out. But when you can do that, you will feel a connection to the client and they will feel a connection to you because they feel understood. And I think a great technique for active listening is to paraphrase what your client has just said. So, for example, you might say so if I understand correctly, you're feeling overwhelmed by the custody arrangements, is that right? You're feeling overwhelmed by the custody arrangements, is that right? And this shows that you're really listening and giving your client a chance to clarify if needed. And very often when you say that or you repeat back what they said, they're listening to it as well and they will actually say, yes, that's right. Or I also believe this, and they actually add more detail to what they just said. So it's a really powerful way to do active listening, because it adds so much more value. 

11:28
So now I want to really just think about personalized communication. So remember that every client's situation is unique and so your communication needs to reflect that. So you need to avoid using one-size-fits-all language. Instead, think about how you can tailor your words to each client's specific circumstances. So, for instance, if you're working with a client going through a high-conflict divorce, you might say I understand that this is a particularly stressful situation for you, so let's focus on finding solutions that not only protect your interest, but also minimizes conflict, and what this does is this shows that you really understood their specific challenges. So I want to talk about empathetic questioning, and that's when the right questions can encourage your clients to open up and share their experiences. So open-ended questions really are your best friend here. Instead of asking are you upset about this situation, you can try something like how are you feeling about the changes in your life right now? Right, and so when you ask that this really gives your client the space to express themselves more fully, that this really gives your client the space to express themselves more fully. Another great question is what's the most important outcome for you in this process? And what this does is this shows you're interested in their priorities and not just in the details. 

12:56
And lastly, let's not forget about the nonverbal communication. So that's your body language, your facial expressions. They all speak volumes. So think about eye contact to show that you're engaged. Lean in slightly when your client is speaking to show that you're interested. Nod to show understanding and be mindful of your facial expressions. If a client is sharing something difficult, make sure your face reflects empathy and not judgment, right, so a really compassionate expression can make your client feel safe and understood. So it's not just verbal, it's the nonverbal as well that you need to be paying attention to. 

13:37
And I think if you're incorporating these strategies and they're new to you or you're experimenting with them, it might feel a bit awkward at first. And that's totally OK because, like any skill, empathy does take practice and I know for some of you listening, some of you may be excellent at using empathy because you're a really empathetic person. For others it may not come as naturally to you because you're a really empathetic person For others, it may not come as naturally to you. And what I would say to you that are in those types of situations is you know, take small steps towards showing empathy and slowly build it over time so it doesn't feel overwhelming. But I think the key here is to really be genuine and know that your clients will appreciate your efforts that you're making to understand and connect with them. So I think it's really important to stress that empathy is something that may take time for others and don't force it. Take small steps, as I just mentioned, and it's really important to just imagine yourself walking in the shoes of your client, all right. 

14:41
So what role does empathy play in your marketing and business development efforts? Well, I think empathy isn't just for client interactions. It's a really powerful tool for growing your practice. So let's start with crafting empathetic marketing messages. So I think the key here is to create content that truly reflects an understanding of your client's challenges and emotions. So, as I said, put yourself in their shoes. What are they feeling? What are they struggling with? So, for example, if you're a family law mediator, instead of just listing your services, you might say something like instead of just listing your services, you might say something like we know that navigating divorce can feel very overwhelming, but we're here to guide you through this challenging time with compassion and expertise. So what this does is it shows potential clients that you understand their emotional state and you're there to support them. For workplace mediators, you could say something like workplace conflicts can be stressful and impact productivity. We help create harmonious work environments where everyone feels heard and valued, and I think this demonstrates that you understand the ripple effects of workplace disputes and the importance of resolution that employers need to take very seriously. 

16:06
Now let's talk about building relationships with referral partners, because we all know that referral partners are the lifeblood of your practice, so empathy can be your secret weapon here again. So when you meet with potential referral partners, don't just focus on what you offer or what you can offer. You need to take the time to understand their needs and their challenges as well. So, for instance, if you're meeting with a therapist who might refer clients to you, you could say I'd really love to understand more about the challenges that your clients face when they're considering divorce and also how can I make this process easier for you and for them? So think about that question. This shows that you care about their perspective and that you're willing to adapt your services to better serve their clients. Okay, and finally, let's look at cross-selling services to existing clients. So this is where empathy skills can really shine. 

17:09
I think you know, by truly understanding your client's evolving needs, you get to identify opportunities to offer additional services that genuinely help them. So, for example, if you're a family law mediator who's just helped a client through a divorce, you might notice that they're concerned about their financial future and you can see that it's really weighing on them, and so this is an opportunity to offer some kind of financial planning services by maybe referring them to a trusted financial advisor, and you could say something like you know. I've noticed that you seem really concerned and preoccupied about your finances post-divorce. Would you like me to connect you with a financial planner who specializes in post-divorce planning? So another great example for workplace mediators after resolving a conflict, you might identify a need for a team building exercise or some communication training, and you could say something like you know. Now that we've resolved this issue, would you be interested in some preventable measures that you could take, because I offer team communication workshops that could really help prevent similar conflicts in the future. What do you think about that? 

18:25
So remember, the key to empathetic marketing and business development is to always put your clients' needs first. So it's not about pushing services that they don't need. It's about truly understanding their challenges and offering solutions that can genuinely help them. So I think by infusing empathy into your marketing messages, your networking efforts and your client relationships, you're not just growing your practice, you're building a reputation as a professional who truly cares. So you're building that brand and I think in your field, that's one of the most powerful marketing tools of all. 

19:04
So putting empathy into practice, as you know, is not always easy. So I want to talk about some common obstacles that you might face and how to really overcome them. So what I see a lot of when working with professionals is one of their biggest barriers to empathy is time pressure, and so, as a busy professional, you're often juggling multiple clients and deadlines, and I know it can feel really tempting to rush through meetings and focus solely on the case details, but I think if you take a few extra minutes to connect empathetically, it can actually save you time in the long run by building trust and improving communication much faster. So, for example, as an estate planning attorney, instead of diving straight into the technicalities of a will, you might start by saying I know that planning for the future can bring up a lot of emotions and hesitations and worries how are you feeling about this process? And I think that simple question at the beginning can help your clients feel more at ease and open up about their concerns. 

20:16
Another common obstacle that we see is emotional burnout, and so dealing with clients' intense emotions day after day can be pretty draining for professionals. So you might find yourself feeling numb or detached. As a defense mechanism, and I think to combat this, you can try practicing, obviously, self-care and a lot of mindfulness. So take those short breaks between clients to reset, and even a few deep breaths can help you approach each new interaction with fresh empathy. Or even, you know, get out and exercise, even if it's just getting some cardio for 10 minutes, anything to really help relieve that stress before you move on to the next situation. So professional boundaries is something else that I want to spend a few minutes on, and I think this is a real big one, because it's really critical to balance empathy with professionalism in order to avoid burnout and really to maintain those ethical standards. 

21:10
So being empathetic doesn't mean that you have to be your client's therapist or their best friend. We all know that that's not a solution. So for estate planning lawyers, for example, this might come up when dealing with family disputes or inheritances. So you might say something like I really get that. This is an emotionally charged situation for everyone involved, and while I can't take sides, I'm here to ensure that the legal process is fair and transparent for all parties. So another strategy is to set clear expectations from the start. So you could say my role is to provide legal guidance and support through this process and, while I always strive to be understanding and compassionate, there may be times when I need to give advice. That's difficult to hear. So, you know, saying something like that really acknowledges a lot of things and sets the stage, and it's totally okay to acknowledge when a situation is beyond your professional scope. So, for example, if a client is struggling with grief or you know family conflict that's impacting maybe your legal process, you could say something like I can see that this is a really difficult time for you. While I'm here to help you with the legal aspects, it might be helpful to speak with a grief counselor or a family therapist. Would you like me to provide some recommendations? Right, so really approaching it with sensitivity, but also, you know, ensuring that you're following the right process to get your clients the right results. So I think it's important to remember that practicing empathy really is a skill and it just gets easier with practice. So please don't be too hard on yourself if you struggle with this sometimes, because the fact that you're making the effort to be more empathetic, that already sets you apart in your field. 

23:12
Okay, let's talk about a crucial distinction that many professionals overlook, and that is the difference between being nice and being empathetic. So, as a professional, you might think that being nice to your clients is enough, but empathy takes it a step further, and I also want to say that being nice is about being pleasant and agreeable, and it's really a surface-level politeness. So, for example, you might smile and nod when a client is speaking, or you may offer them a cup of coffee when they arrive, and these are what we call nice gestures, and they're important, but they don't necessarily demonstrate empathy. So empathy, on the other hand, is about truly understanding and sharing the feelings of others. So I hope you see the difference there, and it's about putting yourself in your client's shoes and seeing the world from their perspective. So let me give you a quick example. 

24:08
So you have a client who's struggling to make decisions about their estate plan, and so a nice approach would be to say something like oh, let's handle this one step at a time, don't worry about it, we'll figure it out, whereas an empathetic approach would be to say something like. I can see that this is a difficult decision for you. Many of my clients feel overwhelmed at this stage. Can you tell me a little bit more about what's making this challenging for you? So I hope you see the difference there. 

24:37
The empathetic approach shows that you're not just being polite, but you're truly trying to understand their emotional experience and you're acknowledging their feelings and inviting them to share more. And you're acknowledging their feelings and inviting them to share more. So another key difference is that being nice often involves avoiding difficult conversations to maintain that sort of politeness and pleasantness, whereas empathy it gives you the tools to have those tough conversations in a way that is supportive and understanding. So, for instance, you might need to discuss the possibility of family conflicts over inheritance, and so a nice approach might skirt around the issue to avoid that discomfort. But an empathetic approach would acknowledge the emotional complexity of the situation while it's still addressing it directly. So I think it's important to remember that your clients aren't just looking for a nice professional. They're looking for someone who can truly understand their concerns, their fears, their hopes for their future and get them the results that they're looking for right. So by practicing empathy, you're not just being nice. You're creating a deeper connection that allows you to serve your clients more effectively and it really builds that know like and trust factor. 

25:51
Now I would be remiss if I didn't address another common misconception, and that is that being empathetic doesn't mean that you're weak or that your clients will take advantage of you, because I know some of you may be thinking that right, particularly in these professional service industries, but I think that empathy actually strengthens your position as a professional, because when clients feel understood and valued, they're more likely to trust your expertise and follow your guidance. 

26:23
So, for instance, if you need to discuss sensitive topics like potential family conflicts over inheritance, as I mentioned, it's approaching the conversation with empathy and that's what makes it important to do, because when you're approaching it with empathy, it shows strength. 

26:40
It shows that you acknowledge the emotional complexity while still maintaining your professional boundaries and authority, and I think it also demonstrates that you can handle tough situations with care while still being assertive in your professional role. So when you lead with empathy, you're not just building a practice, you're building trust, you're building a reputation and you are building a legacy, and I think many professionals don't think of empathy this way, so imagine the impact that you can make by creating spaces where your clients feel heard, they feel understood and they feel supported. So each time you approach a case with compassion, you're really shaping the experience and setting the standard for what client care should look like, and I think the most meaningful connections come not from perfect solutions but really from genuine understanding, and that's what creates the connection. I hope you found today's episode valuable and, if you did, please share it with others who you think could benefit. Thanks for tuning in and I look forward to seeing you in the next episode.