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Whether they are married, single, widowed, divorced, working or retired, there’s never been a more important time for advisors to meet the emotional needs of their clients. Clients are scared. They are looking for leadership, confidence and someone to hold their hand. That person is you, their advisor.

That being said, it is abundantly clear men and women handle crises differently. So it is imperative to know how to approach each of them to give them the comfort they need to know that everything is going to be all right. The advisor who does this well will reap long-term benefits. The advisor who fails at this stands to lose a client forever. It’s just that simple.

Today, I’ll focus on how to best serve your female clients in these unprecedented times.

While you will undoubtedly be meeting with both parties in a couple, pay particular attention to the needs of your female clients. Whether your client is a married woman now having to work from home or a grandmother who has been enlisted to care for her grandchildren, there is considerable stress facing all Americans. But women often bear the heavier burden. In times like this, it is typically the woman in the relationship who bears the brunt of handling and managing the family stress. She has to make sure her children are fed, their home school work is getting done, they are entertained and being quiet at the same time while mommy and daddy are working and equally important, ensuring their children are not afraid. Let’s face it – our kids are picking up on the stress. Just this weekend, my seven-year-old grandson told me he was afraid! I realized it was my job to calm his fears and tell him everything is going to be alright.

In the current environment where everyone is in “lock down,” this is an ideal time for advisors to provide critical leadership to your clients.

Here are some important tips to remember in the days ahead:

  1. Step up and lead!

Call your clients on the phone or Skype with them. When you call them, don’t just talk to the man – be sure to get both parties on the line. Ask the female client how she’s doing; get her to articulate what’s going on in her head, ask her how you can help and then just listen! If you truly listen, she will open up to you. She wants to be heard – she wants to express her fatigue and her fear but she typically doesn’t have a platform or a willing person to listen to her on the other end of the phone. Be that person.