All successful business are built on three pillars. Marketing, Sales and Customer Service.
You have to first get the prospect to the door (marketing). Then over the threshold to becoming a customer (sales) and then keep them coming back with great customer service.
If any one of these pillars is weak, your business will ultimately crumble.
But the foundation every pillar stands on is strong client relationships.
Just as a successful marriage is built on years of communication and meeting mutual needs, sustained business growth comes from forming committed relationships with your customers.
So here are some tips on building strong client relationships.
Think romance.
Your prospects need to get to know, like and trust you - which takes time.
You need to "court" your customer. Softly, softly does it. You don't want to scare them off by coming across too strong, like a pushy salesperson.
You can knock someone's socks off on the first date, but if you betray that trust afterwards, you become your own biggest obstacle on the road to success.
Educate your customers on why they should come to you. Be generous with your information. You'll build loyalty. (But don't fall into the trap of spending a lot of face to face time doing this. At our Boost Workshop we'll be discussing how you can use White Papers and Free Reports to educate and sell without being present.)
Remember the importance of the element of surprise. As in any romance and successful long term partnership, surprise them with signs of love and gratitude. Regularly thank them for their business. Give them unexpected rewards for their loyalty.
Use the personal touch. Send hand written notes rather than emails. (And I've come across an excellent system of sending cards that look like they've been written in your handwriting - give me a call to find out more.)
Regularly get on the phone with your best customers and find out how they're doing, what's going on in their lives. Be interested rather than interesting. You'll be surprised at how much business you can generate this way without "selling".
Regularly commission third party feedback surveys to find out the truth about what your service is really like. You may be fine - but there may well be areas you can improve.
And treat people like family members instead of customers. This means you put their needs ahead of yours.
Do as much of this as you can, as often as you can and you'll ensure you have a successful business now and into the future.
Rashid.
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