One of the number one worries we hear from our clients today is this: “I need to understand my customer/client base better.”
And that is a worry we take seriously. For your brand to succeed over time, it’s absolutely vital that you be able to understand and connect with your future (and current) customers. Even if you are on good- terms with your current clients, that doesn’t mean you can’t do even better with the future ones. Our relationships with our clients are always worth taking seriously on every possible level.
In the marketing world, there are a few unspoken principals of client and customer relationships. Keeping these in mind – and familiarizing your employees with these principles – can make the world of client relations a much easier place to navigate.
- Your clients need your service.
When it comes to marketing your business, walk into every situation with the approach (and more importantly the belief) that potential clients want and need your services. Remember, you believed in your company and its product enough to get it off the ground. You need to believe in it enough to share it, especially with those who will benefit from it. Confidence speaks volumes: in yourself and in your products and services. There may be other companies in your market providing some of the same services but strive to be the best. Let your clients know this.
- Your clients want to be able to reach you.
Make it easy for potential clients to find you and get in touch. Today, searching for a new hair stylist, law firm or bakery most likely means using the Internet. A web site is a must to succeed in marketing your business. Make sure your contact information, physical address and hours of operation are easily found online – and when potential clients or customers call, be available. If you’re an online business, have enough personnel to make communication possible. When a client emails you, acknowledge that email as quickly as possible – even if you do not have the answer immediately. By simply acknowledging the receipt of their request and by communicating that you’re on it, you will be giving comfort and improving your customer relations.
- Your client wants to reach their goals – but they may not know how to do so. That’s where your expertise comes in.
When a customer or client comes to you, whether looking for a specific product or in need of your services, they may not always know exactly what they are after. They may know what their goals are, but you have the experience and education to help them achieve those goals. In any business, often times what customers request or how they do so is not always what they really want. Practice being a good leader and an even better listener – finding out your clients’ goals and helping to guide them to their desired outcome.
- Every client is your most important one.
Treat every client the same – and that means, treating every client like they are your best one. Providing all your clients with your best service, regardless of purchase amount (if an individual customer) or their company size or budget (if dealing with a business client) is not only good for your business, it’s good for your reputation. Happy clients and customers are more likely to make referrals, and repeat their business with you – giving you the chance to form longstanding business relationships. You don’t know who your customer or client knows, and who they will talk to – and how that might benefit your business.
- Just like you, your clients need and want time to make a decision.
After a successful introduction or meeting where ideas were shared and enthusiasm was high, it’s easy to expect a client to choose your company on the spot, or a customer to make an immediate purchase based off their initial excitement and interest. Your prospects might need time to consider the best decision. Allow the space they require for further research or exploring other possibilities. Set up a specific date and time when you will be back in touch to discuss their decision – this gives them time to think things through, and lets them know you are sincere in your desire to partner with them.
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