A few ways to help you move forward in the right direction….
It’s not rocket science, just think of how you cultivate and connect in a personal relationship, then apply it to your business. Your business relationships don’t have to be very different to your personal ones. You can have clients that you enjoy spending time with, that appreciate you and that share the same values. Just start with a few basics and look at the tips below and you won’t go too far wrong.
Be true and authentic (as much as I don’t like the word, I do believe in keeping it real). I’m not going to try and convince you that building and nurturing customer relationships is important for your business. If you don’t get that, then I don’t think you are in the right headspace for this approach. And as much as you try to fake it, then it’s not going to be a true reflection of your way of doing things. Skip forward to the next gimmicky sales technique or jump on the next bandwagon that comes along.
If you are still with me, then let’s go with the common-sense approach that I’ve built up over 25 years’ experience in marketing and amongst all the complexity, rubbish,and jargon that the industry tries to blind everyone with.
Pay attention – listen as well as broadcast communications. Ask clients about things, help them be part of the decision. Then tell them when you have done something about it! Basically, you are thinking about them, acknowledging them and their importance in your business. Also, personalise when you can – any opportunity to make a client feel special will create a standout moment in their customer journey and keep you a step ahead.
Be consistent with your communication and as many other aspects of your business as you can. Let your clients know what is going on in your world and share the things you value and which are important to you. These all stem from your values, and when your values match up…you have yourself an ideal client who can turn into one of the best advocates for your business.
Understand – step into their world at every opportunity. Try to appreciate what is difficult for them when they are busy/crazy/on holiday/unreachable? In marketing we also do what is called ‘segmentation’ which is a way of understanding where people are coming from, so we can address them as common groups. It’s not science but you can often identify traits common to groups of clients which help you to deal with them more effectively such as ways of working. This can be a massive step in building that special relationship and ensuring it evolves and grows over time.
Finally, say thank you. The simple, but maybe most impactful, act of appreciating that the client has a choice and has chosen to do business with you is very powerful. It’s not tricky, doesn’t have to be an expensive gesture and just is so effective as lots of businesses forget to say it! Notice when you are appreciated across all aspects of your business and life in general, and how it makes you feel. There are often opportunities that we miss, so just a bit more awareness can make a big difference.
In summary, you might be thinking – if it’s so easy and straightforward why do you need ‘marketing experts’ to help you? Well, maybe you don’t but it can be helpful to be guided through this by someone who has done this all before?
Also, the key thing about making customer experience amazing is to be objective and put yourself in the place of the client – it’s often SO difficult to do this when you are your own business! So, bringing in someone external will be more accurate in reflecting your customer perspective back to you.
You are also the absolute expert in your business, you know everything about it – so it’s hard to take a step away and be in the same place as your client who knows very little about your business and you.
It may be hard work and involve some honesty, but it will be fascinating and if you can capture that external perspective and get your customer experience right…it might just be the best bit of marketing you ever did, or ever need to do again.
Lots of luck, Lisa x