By Ryan H. Law, CFP®, AFC®

How would YOU feel if you walked in your lobby as a potential client?

Your lobby and, by extension, your receptionist, are the face of your company. Both can either increase or decrease a client’s stress level.

Grable and Goetz (2017) point out that, “stress levels can be increased or decreased based on a client’s reactions to the office environment.”

You want your clients to have a moderate level of stress when they arrive – after all, they are most likely coming to see you because they are concerned, or stressed, about meeting their financial goals.  Research shows that if their stress level is too low that is about as bad as being too high – either end of that spectrum decreases the chances that the potential client will commit to the relationship.

We’ll explore a number of factors regarding office design on this blog, but today we will just focus on the lobby or waiting room.

Here are some factors to consider:

• Having any type of media (radio with commercials or TV) playing can increase a client’s stress level. That includes channels such as HGTV or the Food Network. If you are going to have a TV on it is best if it is not playing any news programs or financial news. That’s right – no more Jim Cramer or C-Span. They also don’t want to watch a ticker symbol running across the screen, or, even worse, on a electronic ticker symbol device on the wall. Commercial free music is fine if it is on quietly in the background. I recommend Piano Guys or Jenny Oaks Baker – they both have fun instrumental music.




• Live plants help ease a client’s stress – just make sure they are getting some light and someone is in charge of watering them.




• Abstract art, art with people and art with urban scenes all increase stress levels. Pictures of natural scenes and animals work well. I’ve also had success with Carl Richard’s Art: https://www.behaviorgap.com/store/




• At a minimum have a water cooler where clients can get a cup of water. Even better have a mini fridge with a clear front loaded with water bottles and soda.




• Financial magazines increase a client’s stress levels. Get rid of all of them. Financial magazines increase a client’s stress levels. Get rid of all of them. Click To TweetI was at an office recently that had a variety of magazines – travel, cooking, home design and some sports ones. Anything except financial magazines are fine. In fact, most clients aren’t going to pick up a magazine – they are going to be on their phones, so you don’t necessarily need magazines in the waiting area.




• If your receptionist isn’t greeting people warmly as they come in do some training. If that doesn’t help, get a new receptionist.

Taking just a few simple steps can make a big difference to how a potential client feels when they walk in your office.

References:

Grable, J.E., and Goetz, J.W. (2017). Communication essentials for financial planners: Strategies and techniques. John Wiley & Sons, Inc., Hoboken, New Jersey.