Whether you are courting a customer, vendor or employee, strong business relationships can be key to advancing your firm. 3 Tactics for Client Courting
A few simple tactics can help you cultivate these connections and build long-lasting partnerships. These strategies include: 1. Court the client.
1. Get to know them.
Whether you work in a legal firm or are a small business owner, you need strong relationships with clients and prospects. These connections are essential for achieving your long-term and short-term goals, including growth. Creating these relationships requires skill, patience and the right tactics.
Clients want to know they are a priority. This begins with a welcoming approach to their needs and wants. This doesn’t necessarily mean throwing a lobster dinner, but rather being personable and establishing trust. For example, on the phone, employees should smile and use their clients’ names to make them feel welcomed. Likewise, in-person meetings should be free of distractions.
Keeping in touch should be part of the ongoing relationship, even if it’s simply by email. It’s also important to schedule routine, in-person or videoconferencing check-in meetings. These are ideal for discussing new campaigns, opportunities to collaborate or upselling services.
2. Ask for referrals.
Getting this kind of introduction can be a game changer, as it will often come at a lower price point because the referring contact has already helped you build trust and credibility in the relationship.
The key is to keep the communication lines open and not to wait too long before asking for a referral. If you only reach out to a former client when you need a referral, the request may seem desperate and not genuine. Instead, try to make the connection as often as possible by reaching out when you have something new to share or a reason to contact them (e.g. if they have a business event, receive an award or open up a new location).
Make it as easy as possible for your clients to refer you by offering them marketing materials and email templates that they can forward to their contacts. It’s also a good idea to ask for a referral in person rather than over the phone or via text because it shows you care about the relationship.
3. Keep in touch.
Just like other relationships, if you don’t tend to your business relationships, they will die out. Keep them alive by retweeting their tweets, sending them cards on holidays and birthdays or scheduling routine check-in meetings either in person or via videoconferencing. Harness technology to make this process easier; contact management software can track important details such as a client’s children’s ages, hobbies and occupations.
It can be tempting to try and please a new client by telling them what they want to hear or withholding your professional opinions, but this will only backfire in the long run. Instead, be confident and honest in your approach to business development and clients will appreciate this.
They can help you grow your firm, increase job opportunities and make collaboration easier. Using the tactics described above, you can build strong business relationships that will last for years to come. However, if a client relationship isn’t working out for any reason, be willing to dissolve it in a way that doesn’t damage your reputation. After all, you can’t afford a bad review or the negative publicity that could come with it. A rushed decision to end the relationship can be as damaging as a poor one needs read more hear.
