When you have strong client relationships, they will tend to stay with your business for the long haul. As such, building relationships is an important part of marketing because it entails how you promote and sustain your business.
You can build client relationships in two ways: on a personal level or a professional level. A personal relationship with your clients means going beyond the boundaries of their business and getting to know them as people, not just clients. You learn about their family, their hobbies and their dreams. You can connect with them on a personal level by sending them birthday greetings or asking about their family and hobbies. When you have tickets to a sporting event you know they enjoy, ask them to go with you or simply give them your tickets to enjoy with their family or friends. By connecting with your clients in this way, you are reinforcing your business relationship and building a rapport and trust that go beyond the client relationship.
Building a professional relationship often means exceeding your client’s expectations of you and your business. For example:
* Share your contacts. If your client needs assistance in a particular area, whether it is your field or not, share your contacts who might be able to help your client become more successful. Let them know you care about their success and not just your own.
* Make face-to-face contact. Many business relationships these days are conducted over the Internet or by phone. But, whenever possible, it’s nice to see your clients face-to-face. imageThis strengthens your relationships and adds a personal touch to the professional level. Plus, people like the reassurance that comes from personal contact.
* Avoid nickel-and-diming. I’ve heard lawyers say to their clients, “Why didn’t you come and see me sooner?” Well, they probably were afraid of getting charged, so they waited until it was too late. But, if the client knew that the lawyer wouldn’t charge for every minute of the consultation, the client may be more likely to see him. This puts your clients at ease and keeps communication open and fluid.
Generally speaking, you want to retain your clients. (And trust me, I know there are ones on occasion that you want to get rid of.) Next to offering a great product or service, relationship building is the best way to keep your clients and establish long-term relationships.
Building Your Client Relationships - To learn more about this author, visit Tom Long's Website.
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Tom Long
(Visit Tom's Website)
Tom Long is the President of Solid Oak
Consulting, LLC.
www.SolidOakConsulting.com
He is a seasoned executive with 30 years
of experience in starting, managing and
turning around business groups both
domestically and internationally.
He has started groups at Procter & Gamble,
Nastec Corporation, Ernst & Young and R.R.
Donnelley & Sons. And has worked to
turnaround groups at Cincom Systems,
Nastec Corporation, Oracle, KPMG, Andersen
Consulting and Computer Associates.
His involvement as an executive in a
Venture Capital backed startup, Nastec
Corporation, is where he first had the
opportunity to work in a turnaround
situation. But since then, he has
consistently sought out opportunities to
work in growing businesses, start-ups and
turnarounds.
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