Ten Proven Steps for Developing Client Relationships That Last

During our 20 years in business, one thing has always been in our vision, and our key to success: our focus on the importance of customer service.  We have several long-term clients, and I believe that is because of the customer relationships we have built over the years (as well as our excellent team and quality!).  Below are 10 steps we have focused on and believe work for developing client relationships that last:

1. Listen to customer needs and follow up to make sure requirements are resolved and if any other issues need addressed.  You can have the best product or service offered by any company, but if customers do not feel you are accessible to discuss any concerns should they arise, they will not feel valued and will almost certainly find someone else who will.
2. Personal touch – Send thank you notes to new accounts and/or existing accounts for referrals.  Speak with clients on the phone or in person if possible.  The internet and email are great inventions, but a personal touch leaves a lasting (and often unexpected) positive impression that will make your business stand out.
3. If an unexpected problem occurs (computer problems, internet down, death in the family, illness), contact the customer immediately and let them know about the problem and give a timeline of when they can expect completed work.
4. No news is not always good news – solicit feedback from customers.  Do not assume clients are satisfied if you do not hear from them.  Ask for feedback on a regular basis (at least once every six months) to make sure you are fulfilling your customers’ needs.  Being proactive about correcting any problems customers are experiencing could be the difference between maintaining a long-term relationship with your customer or losing them to another company that shows concern and appreciation.
5. When it comes to employees/subcontractors/team members (often called your “internal customers”), have an “attitude of gratitude.”  Your team members are your most valuable resource.  Fostering an atmosphere of appreciation returns dividends exponentially – happy team members lead to satisfied customers, which lead to referrals from satisfied customers, which ultimately help grow your client base.
6. Do not try to reinvent the wheel… Learn from your own experiences.  Think about times you received outstanding, over-the-top customer service, as well as times you were less than pleased with the service you received.  Identify the aspects of each experience and apply them to your own business.  Very positive and very negative experiences stand out in your mind, and they will in your customers’ minds too.
7. What goes around comes around – There is no greater compliment from a customer than a referral.  This speaks volumes about the confidence and satisfaction they have experienced with your company.  So when the opportunity arises, make a point of referring people to your clients.  They will appreciate it just as much as you did.
8. Exceed expectations.  Consistently exceed your clients’ expectations by providing documents that are above their expected standards.
9. Offer rewards or attractive offers.  When possible, offer a discount to your client; a discount for three months off their invoice at a certain percentage, especially if they refer business to you, or send a basket of flowers or fruit.  It will stand out in their mind and they will remember your gesture.
10. Follow up.  Ask your clients how often they would like you to contact them to go over issues, concerns, quality, etc.  If you decide this in the beginning, you will have a set schedule on when you know they want to hear from you without thinking you are being a pest.

Peter and I would love to hear your strategies on client relationships, if you’d like to share.  Let me say, this does not mean keeping clients who take advantage and are not your A or B customers, especially when you have tried to do anything to make the relationship work.  Sometimes it just isn’t a workable fit.  I have released some very high-paying clients (anxiously), but it paid off in the long run.  Lasting client relationships go both ways; respect for each other.

Until next time,

Colleen