So you have won an account and gained a new client. Celebrate this win with your team! But don’t rest on your laurels just yet because, truth be told, the real work only begins.
The real work is making sure that your new client remains a loyal client. Every business should aim to retain clients and customers. Customer retention is good for your bottom line. (Here’s how you can increase your customer retention rate).
Put simply, you can keep customers by keeping them happy. And to keep them happy, you need to make sure that their accounts are managed properly.
Managing accounts requires organization, foresight, and commitment. These tips are tangible ways to show your client that you uphold those values—and that they are in capable hands.
1. Build a relationship based on collaboration and trust
The relationship started during the selling process, but now that a client’s account is yours, you need to cultivate a healthier, more collaborative relationship with him.
To establish a great relationship with client, begin by getting to know your client: his brand/business, company, industry, team, and competition. Know his goals for his business, and his motivations. Get to know the things he values most; know his fears and pet peeves.
In a way, it’s almost like building a complete physical and psychological profile of your client. But in the process of getting to know your client, don’t forget to share some information about yourself too. To build trust, the communication lines have to be open and two-way.
Take note though that establishing this relationship will take time so be patient and steadfast.
2. Establish a work dynamic
One thing you need to know about your client is how they work. In one of your client visits, observe your client’s dynamic with his team. How do they talk to each other? Are they formal or pretty casual towards each other? Check their culture, their rapport, even their body language. You also need to know how your client likes to receive communications: email, phone calls, or one-on-one meetings?
You also need to define a work schedule. When is he most free to meet? When does he like to receive reports or updates?
3. Plan projects with efficiency and transparency
Manage expectations, deliver on promises, and always, always be honest.
- Be very clear on the deliverables—and deliver on them. Make a complete outline of the project: specifications, challenges, requirements, objectives, expected output, timeline/deadline, budget, etc.
- Give your own expectations to client too. For the relationship to be truly collaborative, both parties must be aware of their deliverables and what the other party expects from them.
- Be accountable. Own up to mistakes, and apologize for them. Communicate issues or problems when they happen—don’t try to conceal them.
- Be extremely organized. Create a system with your client on messaging, file sharing, etc. Take the lead in establishing the system. Do not expect client to do this for you.
- Document everything. Always have minutes of the meetings, which you can recap after the meeting and/or send to client in an email after. Included in the minutes are the next steps. Always outline the next steps to make sure you and client are properly aligned. This way, you don’t waste time and resources.
Photo by Joshua Ness on Unsplash
4. Connect with your client
Your client is a person, not just an account. Remember that. Connect with them the same way you would connect with a colleague or a new acquaintance. Don't keep all communications strictly business. Meet for coffee or lunch. Remember special dates like work anniversaries.
Automation is a great productivity tool but do not send your clients templated emails, messages, or service all the time. Personalize the service; don't run on autopilot.
5. Be solutions-oriented
Be the person who always finds a solution for whatever obstacle, challenge, and setback. Not everything will go smoothly in every project transaction, and when these problems arise, find solutions for them ASAP. Be resourceful and committed in finding the targeted solutions.
6. Be the expert your client expects you to be
Don’t be timid about sharing your knowledge and expertise. Explain to your client how you’re working on his project and finding the solutions he needs. Teach your clients new things about the industry and the business. You can do this when you give your updates or reports. Or it can be a simple act of sharing content that may be of value to your client.
Showing your expertise helps build client trust and confidence in you.
7. Share your network
Another way you can show your expertise in the business and industry? Share your own network of experts with your client—your client may need different vendors and suppliers from time to time. Referring some experts from your network not only shows the caliber of your professional circle, it also establishes your genuine concern for your client.
8. Show that you are on top of everything
Clients want to know that you have your eyes and ears on the project. They also want to know that you can be accessed anytime. Always be the first to initiate communications for updates, reporting, and feedback. Always check in on your client. By checking in often, you can also monitor the project properly—and avoid problems from happening.
When clients do have concerns, respond immediately. Always give your clients peace of mind—reassure them that you are on top of everything. You need to meet—even exceed—your client’s needs and expectations.
Part of showing that you are on top of everything is maintaining a positive, upbeat, and collected attitude. Show confidence so that your client will also have confidence—in you and in the project.
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