"Building and Promoting Client Relationships"
In Part 1 we explored the value of client reviews. Part 2 found us examining what should be done when we have client complaints. This week in part 3, we will explore some actions that can be taken to help us remain in contact with our clients and better build client relationships.
At the forefront of any effort involving clients should be the golden rule of “..doing unto others as you would have them do unto you.” It demands that we regularly think, “If I were my client, what would I want?” This often opens up many avenues for exploration and can produce some very unique and entertaining options for customer care.
First, let’s explore contact. There are many studies in the marketplace that defines the appropriate contacts on a regular basis that can enhance client relationships. Experience shows that five (5) to six (6) strategically placed contacts throughout the year helps you be highly effective. These contacts can center along the area of a) sending some type(s) of event greeting cards; b) providing a newsletter; c) new product informational mailing; d) personal contact of thanks or other communication; e) special announcements regarding product or services the client currently has; and, f) offers of client reviews or general satisfaction surveys. All are intended to keep your name and your message in front of your clients without being too intrusive into their normal daily lives.
Next, examine your physical location and what makes your business visually and emotionally appealing. Is your location easily identifiable? How do the grounds or the physical surroundings at your location look? Is landscaping and other related plantings appealing? Is it convenient for clients driving or using other modes of transportation to visit you if applicable? Is your building in great physical condition? How well can clients or potential clients view your signage or see your business name? How about the inside? Are your offices and work areas organized and professional in appearance? Are desks or other work stations in good condition? Is your waiting area inviting? Do you have reading information pertinent to your business or related to your business available? What do you have to offer waiting clients to make their visit warm and refreshing? Is there a fresh almost inviting smell in the air? Do you offer water, coffee, tea, soda, etc? How about snacks? Are there items for children? Is there pleasing and soothing music playing in the background or appropriate visual viewing available? All these things have an impact. It is crucial that clients feel safe, secure and have a clutter free environment to visit. Don’t overlook this crucial area.
You have explored your contact process; and, you have taken a look at your office location, appearance and your internal appeal. Now it is time to examine some things you can do that sets you apart in the crowd. Here is a listing of 10 ideas you can explore:
1) Set up a client appreciation day(s) during the year. Offer cake, candy, related remembrance items and assortment of water, tea, coffee, etc. Communicate with your clients about the event and invite them to stop in and allow you to say, “thanks!” Post some photos of the event on social media outlets(with approval if necessary from clients).
2) Send unique greeting cards such as Fourth of July, St. Patrick’s Day or Labor Day. Everyone sends the big holidays like Thanksgiving and Christmas. Being different can make an impact.
3) Recognize anniversaries of client beginnings with your business. Virtually no one does this for clients. This activity can help you really stand out and shows your client that they are more than a simple “number” in your business.
4) Establish a birthday club. Offer a “sweet” give away or alternative to the client. Items like Wendy’s Frosty or Chic-Fil-A cookie or a McDonalds soft serve ice cream are great rewards and are affordable. You might even make an arrangement with a local private business to provide the reward and then bill you monthly.
5) Provide fresh cookies, muffins, fresh apples or other fruit to clients and potential clients that may visit your business. Also have coffee, tea, water and sodas to offer.
6) Make personal calls to clients thanking them for their business or to wish a special event congratulations such as birthday’s anniversaries, etc. If they are not at home or available, leave the message on the recorder. Note: singing a quick “happy birthday” and leaving that message will bring some laughs but also can bring you front and center in the minds of clients.
7) Have a fish bowl in your business and fill it with slips containing names of assorted remembrance items associated with your business( pens, pads, cups, caps, key chains, etc.) and allow clients to select an item from the bowl.
8) Draw a client name at random each month or quarterly and provide a unique gift such as an Edible Arrangements or recognition cake.
9) Feature longterm clients in newsletters possibly highlighting a unique hobby, long tenure or special achievement. Shows more than a passive interest on your part. This can also be done on social media. Be sure to get approval from the client.
10) Provide complimentary access to the Internet in your business for clients.
The foundational principle here is to make clients feel appreciated. Make their visit to your business enjoyable. Do things that has them thinking, “I really enjoy coming here. They make me feel like I am special.” This builds your value more than you can ever conceive. You are only limited in what you can do by of course what is legal but more directly by what your mind limits in your thinking. Put yourself in the client’s chair and do what makes sense and what you would like to see if you were in their position. As the old saying conveys, “People do not care what you know until they know that you care.”
Finally, the greatest action you can take is to simply and authentically convey, “Thank You” to your clients. You are what you are and where you are in your business because of what you have done to influence clients to believe in you and to invest in your product or service. Let them know that you appreciate that confidence. You must understand that your success depends on whether or not you deliver on your business promise; and, without the clients making commitments, you would not have a business. There is nothing unprofessional nor patronizing about telling clients how much their decision to do business with you means. Never hesitate in that action.
Put these common sense activities to work for you. Brainstorm other ideas and develop a “playbook” of actions that will enable you to stand out in the competitive crowd. That special touch you develop will enable you to soar in the eyes of clients and reap the benefits of being a valued and trusted provider. Business is fun when you make it fun. Enjoy the experience!
