Marketing gurus and consultants tell us that it's much easier to keep a
current client than it is to find totally new clients. We all realize that
if we kept 75% of our clients, our lives would be so much easier and
profitable. So . . . . how DO we keep clients for life?
Before we start creating strategies to keep clients, let's examine the
phrase, "Keeping Clients For Life." Most of us have a few
clients now and then that we really don't want to keep for life - or even
until next week! Putting them aside for now, let's focus on the clients we
do want to keep for life. But how long is "life"? If you and your business
are young, you are looking at a lot of years! What if you sell your
business? What if your clients move to another area of the country?
Let's define "life" as the length of a mutually satisfying business
relationship. Looking at this definition, "life" can extend beyond
business sales and client moves. Staying connected will enable you to
continue to serve your clients in new and different ways such as giving
referrals, advice, tips, etc.
The following becomes our definition and foundation for "Keeping
Clients For Life."
1. "Clients" are business clients you want to
have in your world for life.
2. "For life" is the length of a mutually satisfying business
relationship.
When working to keep clients for life, consider the following points.
1. First, know your client. Beyond knowing the basics such as
name, address, what they do, etc., make it a point to learn everything you
can about them. Learn how long they have been in business, how their peers
regard them, their strengths and weaknesses, and their specialties.
Include the following when learning about them.
A. Know their needs. Do they need fast delivery of your
products? Do they need an extension on payments now and then? Do they need
lots of "hand holding" and industry education? Do they need your personal
attention or are they satisfied having one of your employees answer phone
calls and close deals? When you know their needs, you know how to make
them happy.
B. Know their values. What is most important to them? Is it the
bottom line, their reputation, or their relationships? Do they value
loyalty or do they pursue the best deal? To learn their values, find out
what they spend their time doing and where they spend their money.
C. Know their style. Do they form relationships quickly or are
they more reticent? Do they pay bills promptly or do they tend to be a bit
late now and then? Do they tend to be casual about procedures or do they
always go by the book? Know their style and you will know how to match
your services and products with them.
D. Know their quirks. Let's face it. We all have them. And,
believe it or not, quirks can be a deal breaker! Do they insist on
deliveries being made by a certain time? Then, deliver by that time. Do
they expect a follow-up call from you? Then, call them. Do they hate
e-mail? Use the telephone or snail mail with them and avoid e-mail. Their
quirks may seem foolish to you but that's not the point. The point is for
you to know their quirks and honor them.
E. Know their "hot spots." Maybe it's being addressed by their
first names or walking into their offices without an appointment. Maybe
it's not having their phone calls returned on time. Whatever their hot
spots are, identify them and make sure you never step on those hot spots!
2. Match your behavior with your client's behavior. A number of
years ago there was a technique called "mirroring" that was purported to
help people get more sales, conduct smoother meetings, etc. If the other
person spoke slowly in a soft voice, you responded in the same manner. If
she/he sat on the edge of the chair and used emphatic hand gestures, you
would do the same. The purpose of mirroring is to establish rapport. Try
using a modified mirroring style with your clients. They will feel more at
ease and will feel that you really understand them. How should you match
yourself with your clients? Review everything you know about your clients,
then respond in similar ways. This is not being dishonest; it's respecting
the uniqueness of who they are and responding accordingly.
3. Create a Rewards Cycle that is Self Perpetuating. Design
rituals, such as sending birthday cards, taking clients for coffee or
lunch or dinner, or visiting their businesses regularly. Customize a
rewards cycle for each client that honors who they are, their values,
styles, quirks and hot spots and follow it in a timely manner. The most
time consuming part of this will be the initial creation and set-up of
your rewards cycles. Even that will take much less time than locating new
clients. After that, the work will be ongoing and much of the
implementation can be done by others. Use a computer data base with a good
tracking system and put one person in charge of it.
The rewards of keeping clients for life are huge. Even if they move,
they can give you referrals. If you sell your current business, they will
support you in your next endeavor. As their businesses grow, they will
give you more direct business as well as referrals.
Keeping Clients For Life©
Workshop presented by Donna M. Reed
Trainer and Life Strategy
Coach
Tools For Achievers
Wednesday, September 28, 2005
11:30 am to 1:30 pm
Kingfisher Restaurant, 2564 East Grant Road, Tucson
(1 block east of Tucson Blvd. on south side of street)
- Learn the meaning of "Keeping Clients For Life"
- Identify your clients' core values
- Create strategies to serve your clients at their deepest level
- Learn the top four secrets for developing loyalty in clients
Donna has been offering business workshops for twenty years.
Her
sessions are interactive, informative, valuable and fun!
Cost of $25 includes workshop, networking, luncheon, comprehensive
handouts and copy of booklet, "Networking Tips That Build Powerful
Connections."
To register, call (520)299-8199 or click here.
The Call of Fall
Spring is often referred to as the season of new beginnings and new
growth. This may be true in nature but fall seems to be the
preferred time for new beginnings and new growth in business. Fall
is the time to evaluate the past year, make plans for the coming
year, and make changes that will create greater success.
The lazy days of summer and fun vacations are a faint memory after
Labor Day. The quarterly financial reports create a new sense of
urgency. We often give birth to valuable new ideas that came to us
while stretched out on the beach or hiking in the mountains. Thank
goodness for these changing seasons! Without them, the rhythms of
life would grind to one dull, steady pace. Fall is a fertile time
for business, a time to put new plans and programs in place before
the onslaught of the winter holidays.
Have a wonderful, productive Fall.
— Donna M. Reed, Trainer and Life Strategy Coach
"Networking Tips That Build Powerful Connections" ©
By Donna M. Reed, Trainer and Life
Strategy Coach
Establish networking relationships quickly and effectively by following
the 81 practical "how to" tips and guidelines listed in this booklet!
"Networking Tips That Build Powerful Connections" covers the four
essential components for networking success: networking principles,
skills, systems and actions.
This booklet can be used to . . . .
- Increase and enhance networking skills by studying and applying each
tip
- Provide professional development opportunities
- Offer as awards for contests and quotas met
- Give as gifts to staff, clients and business associates
- Provide career changers and job seekers with tools to gain access to
key people
- Generate income for organizations as a fundraiser
TRAINING