Building good customer relationships
Building good customerrelationships
HOW TO TURN A SINGLE SALE INTO A LIFETIME RELATIONSHIPWITH YOUR CUSTOMERS
Developing strong business relationships starts before your first meeting. Before you are standing in frontof a potential customer, figuratively or literally, you need to know that you and your sales team are ready
to put your best foot forward. Knowledge of your product is essential, but a list of facts won’t be good
enough. You should be able to describe how your product or service will solve
your clients’ problems, and
your description should be clear enough that your customers can envision the solution unfolding for
themselves. You will also need to be knowledgeable of your main competitors’ offerings so that you can
highlight your competitive advantage.Creating a professional image and building good customer relationships is an investment in the future. If
you do it effectively you can increase your customers’ trust in you, increase order sizes and give them
confidence that you will be around for the long-term.
If selling a product means telling a story, then your client is the protagonist. Market research shouldn’t stop
at evaluating demand and setting prices. Take the time to understand who your clients are likely to be, theindustry jargon they will be familiar with, and the financial trends affecting their businesses.Develop an ideal client profile. Do you want to work with start-ups or major firms? Would you rather workon a few large projects or a lot of smaller projects? Which sectors are you most interested in working with?
Many of your clients won’t exactly fit this profile, maybe none of them will, but having a clear idea of what
clients you want will direct your marketing efforts and help you determine which contracts are worthpursuing aggressively, and which ones might not be a part of your larger business strategy.
If you don’t have a strong corporate identity, now is the time to build one. Branding doesn’t have to be
expensive. HP Logoworks and similar online services offer a range of reasonably priced branding optionsthat will fit within any budget. But skipping this step could prove disastrous
if you aren’t taking charge of your company’s image, then you are leaving it up to chance or, worse, your competitors.
Now that you know who your customers are likely to be and how your product fits into their business, it’s
time to get the word out.Firms with an active online presence have reported stronger growth than their strictly traditionalcounterparts. Pay-per-click (PPC) campaigns are popular because you only pay when someone actually