Like any relationship, client relationships take work. You and the client need to agree on the goals and the expected outcome of the relationship, as well as on the path to achieving those goals.
There’s the initial courtship where you’re getting to know one another. You’re courting them and learning the products and services they need, what they like, what’s in their best interest. When you get more comfortable with one another, you can anticipate their needs and know the things that make them happy.
There will always be bumps in the road, but a solid relationship will always find a way to make it work. So let’s talk about what makes your clients not only fall in love but stay loyal to your brand. Here are some important (and let’s be honest, gushy) ways to make clients feel the love while building a lasting partnership.
Are you always making them feel special?
According to Elegant Themes, poor customer service is the number one reason clients leave. Like any relationship, you want to make the other person feel like they’re special, and clients are no different. Making sure to call regularly, being present during meetings and sharing the occasional meal are great ways to do this. You may argue over budgets or timing, but if you can still have conversations about getting great work done, then you know your client is happy.
Are you anticipating their needs?
Do you see what’s best for them before they do? If you work with a client that has a lack of process on their side, are you able and willing to step in and create a process management system that works for both of you? Furthermore, it’s important to keep up to date on the most current industry news. We all read blogs and whitepapers, but actually being able to apply the newest strategies to their work will show that you’ve always got them in mind. Leverage new industry best practices on their work to show you understand the industry and their best interests.
Are you flexible in your approach to their work?
While it is always important to maintain a timeline and process, you should be flexible to a client’s needs. There will be internal changes that you may not have control over, so it’s important that you’re in tune with them and willing to make great work. Open and honest communication make this easier. Delays may also happen on your part. A history of accountability and responsibility goes a long way when asking for their flexibility.
Are you authentic in your conversations?
Does your client prefer verbal communication to written communication? Does he or she relay information more effectively through the phone or in person? Does your client trust you enough to voice his or her concerns? Once you’ve learned the client’s work and style, it’s important to continue conversations. These can be about work or they can be personal. The more you understand about your client’s preferences and style, the better you’ll serve them and the more the two of you can work together towards a successful outcome.
Are you confident that they would recommend you to someone else?
One of the most effective ways to measure a healthy client relationship is knowing they’ll not only continue to come back to you, but they’ll talk about you to their friends. A great way to measure that is to conduct an NPS (net promoter score) Survey. Asking anonymous questions about your organization, work style and mission statement will give you honest feedback from your clients.
Here are some tips and tricks for implementing a successful NPS Survey.
Is your relationship set up to grow for the long term?
This is the stage of the relationship where you’ve gotten past the small stuff. You understand how their internal processes work; you know how to work within their budget. This is the point in the relationship where you’re making long-term plans and following through with them. If you know what programs you’ll be running in 12 to 24 months, then you’re in a fully committed relationship with your client. You’ll also be looped into planning on their side. They’ll reach out to you to join planning meetings for work that is quarters away. The reason they’re doing this? You’ve won them over to your brand.
Keep in mind that it costs six to seven times more to acquire a new customer than it does to retain an existing one. Based on math alone, it’s worth it to invest in your clients. But above all, you have to care about your clients and the work you’re doing for them. Care about your clients, so they care about you.
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