Relationships are an investment. It can be said about any type of relationship: the more you put into them, the more you get out of them. While you can apply these pointers to your relationships at home or among friends, today we are going to specifically talk about how to make those relationships with your customers really special; in other words, how to “woo” your clients.
Obviously, one of the first things you are going to need to know is What are your customer’s needs? What do they need from you? How is your company, or your product going to better their life? But go past this. Really dig below the surface to find out about who they are as a person and establish a personal connection. Do they have a family? What do they do for work? Your client has a name and has personal interest and likes. Taking the time to find out more about who they are adds a little bit more polish to the relationship and will ensure more long-term, meaningful interactions.
- Differentiate yourself.
Now that you’ve established that personal connection, how are you going to make yourself unique and unforgettable? What can you bring to the table that others can’t? Just as we want to make ourselves stand out in a crowd on a date, we want to make sure our client finds us indispensable, and doesn’t end up leaving the restaurant with someone else.
- Show you care.
This is a big one. In life, there are many things that are just out of our control. Sometime circumstances just don’t always work out the way we want, and we can feel powerless to try to make any improvements. But if there is one thing you can control - it is how you act towards others. No matter what the circumstance, your customer service should always be top notch. Did you know that a customer is 4 times as likely to buy from a competitor if they encounter a problem that is customer service related instead of price, or product related? (Bain & Co. study). Remember that Golden Rule? How would you want to be treated if you were the customer? Well, then do that for your clients. If they are not satisfied with a product or experience, go the extra mile to make the situation right. If they need extra assistance in customizing a product, make sure you do anything and everything you can to guarantee their satisfaction. Happy and satisfied customers will keep coming back for more. So lay on the affection! Always make yourself easily available to help with their questions and concerns. Phone, text, and email are just some of the ways you can keep in touch with them, but don’t forget about social media! Come on, people, it’s 2017. Social media is one of the best and most convenient ways to keep in touch with your customers and make sure their needs are being met. Send out regular emails, blogs, and newsletters. This lets them know you have not forgotten about them. Add an extra special touch by sending out handwritten thank you cards, thanking them for their business. Or Christmas cards during the holiday season. It may be 2017, but it doesn’t mean good manners have to go out the window!
- Be open to feedback.
The key to any relationship is to communicate and be open to change. If you are stuck in your ways, and not willing to change based on your clients’ needs, then you are going to be hardpressed to get returning customers. However, if you ask for feedback, and then act on it, customers will see you as someone who is willing to improve and act on their behalf and with their best interest in mind. Show your clients that you want to be a consistent resource to them - always offering them new and pertinent information. Stay up to date on their projects, their comments, questions, and concerns, and then incorporate those into your game plan on how to best serve them.
Market Metrics performed a study and found that you have a 60-70% chance of selling to an existing customer, compared to a 5-20% chance of selling to a new prospect. So going that extra mile for your customer will also really benefit your company in the long run! Remember, it’s all about polish. Comb that hair, straighten that tie, smile, and put your best foot forward and you are sure to gain not only clients, but also new friendships, for life.