So you have just closed a great account and you are happy! Things are really rolling in your business and the world could not be better. Now it is on to the next great sale and the goal is to grow the customer base as much as possible. Those clients are now part of your business. They love your product(s). They love you and they will have other needs. The way you addressed this recent success, they will surely buy from you again without hesitation. If only business were this easy the ranks of millionaires would soar daily. As we all know, things can change.

Let's take a look at a very common but most underutilized asset for any business. That asset is the client review process. This is simply an action taken by a business or department whereby you explore with the client the reason they are doing business with you;

• what their current position status may be;
• where any “donut holes” in need may exist;
• and, how you might be positioned to provide fundamental solutions now and in the future.

It is also an opportunity for you to inquire how your business process rates with those who matter most: the client.

Client reviews begin at the initial time of the sale. As part of the process, it is important to inform the new client that along with the great product or service they now have, the client will also be contacted on a systematic basis by your business to address the following:

1. How the product or service is performing.
2. Evaluate their current status and what may be impacting their success or shortfall.
3. Additional areas relating to their situation that should be evaluated.
4. How your business can help the client meet potential needs or enhance current product or service usage.

When time is taken to help the client understand that with your business they are getting much more than a simple product or a particular service, you have just set yourself apart from the majority of your competitors. You have begun the process of delivering more than expected.    

An effective client review process contains the following key features;

1)  A plan of action to follow and a timeline for beginning the process. It most often is a good practice to do a short check-in with the new client 1 week to 60 days after the initial purchase to inquire how the product or service is performing for them and to address any shortfalls that might have arisen. You must establish how you will approach your reviews, choose clients and what timeframes will be utilized; how often contacts will be made; who will conduct the reviews; and, how you will launch the review process.

2)  A working list of clients to be contacted. A good rule to follow in this area is to code these lists by month and particular dates. You may utilize a written format with notes placed in a calendar; or, use technology and have the information stored on a program or simple service like Outlook. Working from a list enables you to more effectively gain success than simply going through your customer base and picking and choosing at random.  

3)  A viable call script or outline to follow. This contains information as to who you are, what the reason for your call may be and what you would like to do at a timeframe that meets the client and your needs. Please note, this is where the extra time at the point of sale you utilized or the simple initial follow-up you did to check in and explain your “care” process becomes a real asset. People will recall your caring process and the old saying, “People don’t care how much you know until they know how much you care” comes to life.

4)  An agenda with supporting client information. This is simply an action where you have before you all the pertinent information about the client, the product(s) or service(s) they are utilizing; and, key questions that address their situations, or that might uncover key shortfalls or what I term “donut holes” that might pose problems for the client now or in the future. Based upon your individual expertise of your product or service, it should not be a great task in putting together a few pertinent questions that will allow you to know if your product or service is working and what might need to be done.

5)  A solutions/next steps conclusion. In this area you simply convey what you are hearing from the client interchange and what you might propose the client consider. You may also use this area to re-enforce how your business or department remains the best source of assistance for the client as well as address any lingering concerns.

6)  Seeking referrals.  Every business or other enterprise should always be seeking referrals from clients. Sometimes you get those referrals without inquiring because that client is solidly sold on your product or service. That reality is great; however, due to such a busy environment, clients may not consistently provide this option. This is where a gentle “coaxing” process with clients might be important. Whether you offer some type of incentive for the referral or simple ask based on your business performance, making time to ask will pay great dividends for you.

These simple steps taken and utilized consistently will enable your business to become the envy of your competition. Your attention to care for and with clients will enable you to grow a strong relationship business that few unknowns will ever break that strong bond. Client reviews work. They do matter to your client and can be an excellent part of your business process that will drive results now and in the future.

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Success Builder

The One Page Business Plan®

A New Year is approaching.

How will you prepare yourself, your team and your company for 2016? 

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