Creating client loyalty serves many benefits: it enhances the persistency of your business, generates referrals and creates a positive atmosphere for our clients and ourselves.
So how do we develop this sense of commitment in our clients? Why not start by taking these four steps to heart:
Separate yourself from your competitors. You can create separation from yourself and your competitors by providing your clients with value-added service. For example, become a one-stop shopping centre for your clients by developing alliances with other reputable professionals. Make a habit of asking lots of questions – find out which components of their house may be in need of repair for example. This situation will not only save your clients time but will create a continuous stream of referrals for you.
Ask for your client’s input. I always ask my clients for their ideas on how I can improve my level of service. This question serves two purposes: a) I get a variety of fresh ideas; and b) it makes clients feel like they are part of the process, which strengthens my bond with them. Many of my best clients have become my eyes and ears on how to propel my business to the next level.
Get in your client’s face. Technology has made communication infinitely easier. I am in contact with my clients via phone, e-mail, and fax or snail mail on a quarterly basis. Depending on your clientele, you may have to be in touch more often. This communication effort allows you to strengthen the relationship you have with your clients and gives you an opportunity to let them know about new products or services.
It’s also an excellent way to increase your amount of referral business. When a client receives an out of the ordinary sales or service experience they often share this with friend and family. The more your in contact with clients; the higher their level of satisfaction; which will translate into to increased referral business for your practice.
Be a good listener. There is an old saying, "God gave us two ears and one mouth because he wanted us to do twice as much listening as talking." Along with possibly saving your marriage, this advice will also create additional sales and build loyalty among your existing clientele.
Try implementing some of the above ideas and you will surely reap the benefits that relationship selling and client loyalty have to offer.
