Existing
Clients
Your existing clients are your best source of
work. Everyone knows that! So why do firms constantly find themselves having
to look for new clients? If you are able to retain your clients they will
provide you with a solid foundation to build on. Client retention is paramount!
Why? Because its cheaper to hold onto
existing clients than it is to win new ones and it provides the firm will a
continuous supply of work.
So why not ask your clients what it is that
they like and what they dislike about your firm, the way it operates and
performs, how responsive and innovative it is and how user friendly are your
staff and associates. Honest feedback from clients (and your supply chain) will
help you to deliver the results they want and need i.e. how we can help to
improve their lives and business performance. Such information will give you an
opportunity to make any necessary changes and improvements which will in turn
provide you with a fighting chance to retain their goodwill and friendship, and
that will give you the business continuity you desire.
Ensure you are in sufficient contact with
your clients i.e. be on their minds not on their nerves, so that they cannot
forget you and are always abreast of the progress and improvements you are
making.
Past
Clients
With regard to your lost or ‘orphaned’
clients you should make a definite decision to go back to them to reactivate
your business relationship. After all these people once knew you, liked and
trusted you, that is why they entrusted you to do work for them in the first
place. This can be done in many ways. Perhaps the easiest is just to pick up
the phone and ring someone. You will find out if they are still buying what you
provide and whether or not someone else has taken over from where you left off.
It’s unlikely that you will be able to get
back into their good books easily and quickly. But if you make that first call
and keep in touch you are likely to be given another opportunity at some point
in time. So keep knocking on their doors. May be you should do some of the
following:
- Send
them valuable pieces of information that will help them, this will make
them realise that you consider them to be important and worthy of the
extra effort.
- Invite
them to attend business seminars and events that are likely to be of
interest to them
- Keep
track of the communications you and your colleagues are having with your
past client. Use some form of Customer Relationship Management system to
track the evolving extent of the progress you are making.
- In
a planned and coordinated way produce information that will help to build
knowledge and trust.
- When
an enquiry or opportunity to tender is received ensure that it is given
the appropriate level of consideration and attention. You don’t want
anything to spoil all your hard work do you!
Summary
You should at all times strive to:
- Deliver
excellent service that exceeds the clients expectations
- Keep
in touch at all times by using a variety of methods
- Actively
speak to clients to keep abreast of their progress and any changes that
are likely to come about. This will give you an insight into their
changing nature of their various landscapes i.e. the industry they are in
or are serving, and the challenges they are facing.
- Send
them useful information about their industry and about their competitors.
- Provide
them with copies of all your promotional and technical literature
- Treat
them as human beings, be personal and always be helpful and responsive.
- Keep
your promises at all times, never let them down but if you do immediately
be open, honest and constructive. Put things right, don’t argue who is
right!
- Record
all communications and transactions between you and your client.
If you are having any problems in these areas
you know a man who can help you.
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