100 Proven Ways to Acquire and Keep Clients for Life by C. Richard

Author:C. Richard
Language: eng
Format: epub
ISBN: 9781684815258
Publisher: Mango Media

CHAPTER 5

HOW TO KNOW YOUR CLIENTS

AND PROSPECTS BETTER

AND BUILD A ROCK-SOLID

RELATIONSHIP

Relationships are the bedrock of a sustainable business. Strong, nurtured relationships create advocacy, generate referrals, drive revenue, build positive name recognition, and foster a deep sense of emotional engagement and connection with clients. In the absence of a rock-solid relationship, clients may be satisfied but they are too often willing to look for and turn to another professional or company.

People today want to work with an individual who is focused on them and wants to know and understand them as a person and as part of a family.

People are tired of being treated like a number, and, as I mentioned in a previous chapter, they don’t want to be seen as an account. With the advent of social media, many feel the loss of a real relational connection to other people.

Contrary to some opinions in the marketplace, social media platforms can be useful in building relationships with clients and prospects if the focus is on them as people, as I have addressed previously.

The bedrock of successful relationships is formed by knowledge, empathy, thoughtfulness, caring, and kindness. Knowing who your clients and prospects are, their point of view, what they enjoy, and what they desire is fundamental to the development of a rock-solid relationship that will withstand the stressful waves of the marketplace and of life.

These tactics will help you know them better, and, as a result, they will realize that you truly are there for them and you will gain their respect and advocacy.

A word of caution: Avoid the common belief that people will not share things about themselves with you. This is simply not true.

Brad Davis, CEO of DataLucent, provides real insight confirming that people will share things about themselves. “A customer’s willingness to share deep information about themselves is fundamentally about their level of affinity with a brand.”

Milton Pedraza, CEO of the Luxury Institute, states: “First-party customer data access is the lifeblood of all mass, premium or luxury brands. It defines the customer relationship, perhaps more than transactions or recommendations.”

When you approach relationship building with the mindset of caring, empathy, thoughtfulness, and kindness, people will share their lives with you. All you must do is ask.

TACTIC 57: TREAT YOUR CRM AS A CXM (CLIENT EXPERIENCE MANAGER)

Data points are most often viewed as transactional, but capturing the right data makes them experiential. By focusing on people as individuals and not just as a transaction or as an account, you will uncover ways to consistently elevate their experience with you.

Unfortunately, the gap in understanding that professionals have about what their clients enjoy, have done, will do, and are doing is massive. Evaluate yourself by thinking of your top five clients and answering the following questions:

•What are their recreational interests?

•Where did they and where do their children go to school?

•How are they involved in the community?

•Did they serve in the military?

How about your next five clients?

People love to talk about their interests and their involvement when someone takes the time to ask them.

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