How to add value to existing client relationships
In the quest to grow your business it is common to focus your marketing on attracting new clients. However, you could be alienating your existing clients and missing out on ways to further develop your relationship with them.
There are several benefits to implementing a proactive client communication programme, including:
- Enhancing your reputation as a trusted adviser.
- Raising awareness of your other services.
- Improving the level of client satisfaction (and value) they feel they get from you.
Below are some examples of how to keep communicating with your clients throughout the year.
Mailings
Send clients information they need to know (such as regulatory changes) or which will be of interest to them. Don’t bombard them with information which is not going to be beneficial. If you’re including a report or enclosure, always include a personalised letter drawing their attention to the pages they would find useful – don’t just enclose a compliment slip with it!
Newsletters
Whether printed or emailed, these are a great way of communicating with your clients. However, don’t just include technical/business related information. Where possible, personalise the content so it helps your clients connect with your business. E.g. news snippets on charity events you’ve taken part in, staff who’ve passed exams or being promoted etc.
Telephone Calls
Consider calling your clients out of the blue just to say “Hi, how are things?” Quite often this gives the client a sounding board they wouldn’t have normally used. It also gives you the chance to identify any opportunities to help, which could lead to additional work.
Lunches/Dinners/Social Events
Invite your clients to lunch, dinner or an event you’re attending. This provides a perfect opportunity to thank them for their business, but also for you to ‘chew the cud’ and get to know each other (and your businesses) better. Where groups of clients and contacts are brought together, (e.g. golf days, corporate hospitality events etc.) the networking opportunities for everyone are boundless, with your business getting the credit for organising such an event.
Social Media
Business based social media creates an ideal platform from which you can communicate to your clients. It enables you to demonstrate your expertise by posting blogs, updates and links to articles. It can also generate new work if your clients share your posts with their connections.
Client Surveys
Finding out how satisfied your clients are with your service is extremely important. Most clients will feel appreciated that you requested their opinions, therefore helping to develop your relationship further. Client surveys are also great for identifying clients who are not happy with your service, giving you the chance to put things right, before they take matters into their own hands.
There are lots of ways to communicate with clients. The key is to not rely on just one method, but have a planned approach to what you’re going to say, to whom and when.
