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Love your client

Client service can outweigh technical expertise when it comes to winning and retaining business. So what is the secret to a good client relationship, asks Nigel Temple...

Love Your Client!

By Nigel Temple

Well, perhaps not literally, but I'm sure you get my drift. One of the best ways to build a new media business, is to focus on your clients.

Typically, it costs five times as much to acquire a new client, as it does to sell your product or service to an existing client. That's a huge difference, isn't it?

The issue here is that client service can outweigh technical knowledge - when it comes to winning and retaining business.

Wherever I go, I'm always amazed by service delivery, or usually – the lack of it. I'm sure that you've had that feeling too. For example, think about your recent shopping experiences. Many will have been straightforward and hassle free - whilst others can be a vertical climb, in order to get what you want.

So - the question is - do you really, really, really love your clients? And how much do they love you?

Ask yourself whether you:
* Know as much as you can about them
* Know what irritates them about your business / industry (and what they like about you)
* Cherish your best clients with special offers and extra special service
* Have experienced what it's like to buy from your company recently
* Train and motivate your people to treat clients properly (and reward them for doing so)

As often as not - it is the last item on the list that will upset the relationship. This explains why big companies invest in 'soft skills' training (such as interpersonal communication skills).

Consider how may times the average happy client will recommend you. Most research I've seen states that the number here is in the 12 - 15 range (i.e. the happy customer tells about a dozen people). However, unhappy customers typically tell about twice that number of people about their bad experience.

Another key factor is that great service is a true differentiator for any enterprise. Goodwill is something that the competition can't steal from you (unless you let them).

Here are some ways to make your clients feel loved:

i) Keep a file of press cuttings / websites / books. Periodically, update your clients with this information.

ii) If you spot something that their competition is doing - let your client know.

iii) Spend time with the client - to find out what 'makes them tick'.

iv) Brainstorm at least twice a year - for 'client added value' ideas. Added value will differentiate your enterprise; help you to retain clients over the long term; and help to justify continued investment in your services.

In addition - use formal Client Satisfaction surveys - to find out what your clients think of your service. These should be carefully worded - and sent out once or twice a year. You can process everything on-line at the www.surveymonkey.com website. This site allows to you to design your survey, collect the responses and analyze the results.

At the end of the day, the way your clients feel about you will be a critical factor for your business.

About the Author:

Nigel Temple is a business-to-business marketing specialist offering mentoring services and training seminars. He is also a regular speaker at business events. For more details visit www.nigeltemple.com