Speak the Client's Language - And Know Who You’re Talking To

Back in the day, if you wanted to get someone’s attention—on the playground, at home, anywhere, you might’ve hollered, “Hey!” And if your parents were anything like mine, they’d respond with a quick correction: “Hay is for horses.” Which, translated, meant: “Don’t be rude.”

Now fast forward to today. Every email, voicemail, video message, even texts from companies—seems to start with “Hey, Dave!” or “Hey, Susan!” And maybe it’s generational, but I’ll admit, the first thing I think is still… “Hay is for horses.”

I don’t say it out loud, of course. I just smile, nod, and realize: they’re not trying to be disrespectful. It’s just how people talk now. But still, if you’re working with seniors, it’s worth asking: how many of them might feel the same way?

Dive Deep...Really Deep...To Know Your Client

This isn’t about being overly formal or stuffy. It’s about knowing your audience. If your practice focuses on seniors, or you want to attract more of them, you’ve got to be dialed into the little things. Things like names, greetings, and yes, even slang.

Here’s a tip: play detective. Channel your inner CSI. Do the deep dive. Learn everything you can about your clients, not just the financials, but the human stuff. Who are their kids? When are their birthdays? Do they have pets? What do they love doing on weekends? These aren’t just “nice to know” details, they’re the building blocks of trust.

Because this isn’t a product business—it’s a relationship business. And the more relevant you can make your communication, the more connected your client will feel. Want an example? Imagine you’re talking to a client named Michael. Would you casually start calling him “Mikey” or "Mike" without asking? Probably not. But you'd be surprised how often something like that happens.

For me, it’s the difference between “David” and “Dave.” My mom always called me David. And when she passed, that name became a way of honoring her. It’s personal. And unless you ask, you’d never know. That’s the point. The only way to learn what matters to someone is to ask.

So here’s a simple rule: default to Mr. or Ms. until you're invited to use a first name. And if you're unsure, ask what they prefer. You’d be surprised how many people appreciate that small gesture of respect. Doctors still do it. Most seniors mirror it back. It sets a tone that says, “I see you, and I respect who you are.”

Use the Client’s Vocabulary...Not Yours

Let’s take a quick detour into language.

Ever notice how fast slang changes? A few years ago, I had no clue what a “hack” was. I thought it meant chopping wood, or maybe a mediocre writer. Now? It’s a clever shortcut. A workaround. A way to make something faster or smoother. A productivity secret hiding in plain sight.

Then there’s “lit,” which once meant drunk. Now it apparently means cool. Which, by the way, also means dope. Which, depending on your generation, either means awesome...or something we absolutely did not admit to knowing about.

And don’t get me started on “GOAT.” Growing up, the goat was the guy who blew the game. Now it’s the greatest of all time. Thanks, Tom Brady.

Look, language evolves. That’s not a bad thing. But here’s the catch: it evolves faster than most seniors are willing to keep up with. That’s not stubbornness, it’s just pace. And if you’re speaking in buzzwords and shorthand they don’t understand, even with the best of intentions, you might lose the connection.

So here’s the play: speak their language. Respectfully. Clearly. Avoid the “yeahs” and the “yups.” Stick to yes and no. Use full sentences. Avoid slang unless you know they’ll smile when they hear it. When in doubt, picture a 1955 Webster’s dictionary and you’ll probably land in the right zone.

Relationships Are Built on Relevance

Whether you’re sending a birthday note, setting up a meeting, or just calling to check in, how you say things matters. So does what you say. The more you know about your clients, their lives, their values, their stories, the more relevant and meaningful your interactions can be.

Because relevance isn’t about impressing someone. It’s about honoring them.

So yes, know your client’s portfolio. But also know their name. Know what it means to them. Know how they want to be spoken to. Because when you speak their language...on their terms...you don’t just stand out. You belong.

And in this business? That’s everything.