Continuing the Client Value Maximization series, the second component of boosting company’s ability to maximize the lifetime value coming from each client, is to show them you care. Essential is to shift from treating your current clients as a (one-off) transaction only and focus on building long-lasting relationships, loyalty and trust, because:
“Your customer doesn’t care how much you know until they know how much you care.”
(Damon Richards)
So how can you demonstrate to your clients that you truly care?
#1 CONNECT & COMMUNICATE
Frequent contact is absolutely vital, so set to connect with the client regularly and:
- Agree on/define the best frequency to connect – if weekly, monthly or just twice a year, and schedule it, always having a next action item planned for each client.
- Agree on/define on the best format – if by phone, email, conference line, in person (for a coffee or lunch), in a project management tool online or in another virtual space.
- Use their specific language / tone, mirroring their body language and adapting to their pace.
- Be honest and transparent, showing empathy, honesty and integrity.
- Select content of value and also connect on personal level.
#2 GO BEYOND
Cherish, reward and nurture your clients, being your brand ambassadors by going beyond and:
- Surprise them – As everybody loves an unexpected gift, event invite, birthday card.
- Go an extra mile – Go beyond the job/project description, make them feel special.
- Go personal – Learn about your client’s personal situation, hobbies, family, birthday.
- Use check-ins – Start every meeting/call by touching-base on a personal level before jumping into business topic.
- Show appreciation – Say thank you, value their loyalty, and appreciate them being active clients.
#3 VERIFY
With genuine interest and curiosity continuously verify their current situation and the challenge they are facing NOW. This step is important in order to assure you still offer the best product or solution to their current need (not the one they had a year ago). Therefore keep up-to-date with significant changes in your clients’ company and life and of course feed this information into the established database or CRM system. Check:
- Business changes: Was a new CEO appointed? Are they facing a restructure or a M&A? Did they expand their business product line or started operations in two new locations?
- Personal changes: Did your client get married? Was she promoted? Did he just buy a new home?
YOUR TURN!
Show your current clients you care remembering that one size does not fit all. Assure continuous communication, remember to go beyond and verify their current situation…frequently.
