Too often potential customers and clients walk out of meetings and appointments understanding more about what a company does, rather than how a company will specifically help them. Customers walk out of initial meetings and appointments asking questions like “Will this company be able to help me with exactly what I need?” Your company could be the greatest in the business, whether that be in law, mortgages, or healthcare, but if you can’t convince a potential client that you can help them specifically, they may opt for a different provider.
Today’s customers deserve more; they deserve to know exactly what your plan is for them, and exactly how you are going to achieve it. They deserve to know that you care about them, on a professional and personal level.
Relationship marketing is a specific style of marketing that focuses on customer loyalty and long-term client engagement rather than short-term goals like client acquisition and individual sales. It focuses on creating strong, even emotional, customer connections to a brand that can lead to ongoing business, free word of mouth promotion and positive experiences for both you and your client. Creating relationships has always been a major part of customer satisfaction and gaining business, and it always will be.
Here are some of the best ways to form strong and lasting relationships with your clients:
Treat every customer as if they are your most important one. Devoting 10 to 20 minutes of your day every day to reach out to different clients and prospective clients will show them that you care about them and you are invested in their needs. A happy client is more likely to give you referrals, and you never know who they could refer you to. Sending holiday and birthday cards or free promotions and discount cards can be a great way to show customers that you care about them and want them to be happy. Treat every customer and client with the utmost respect, diligence and enthusiasm.
Stay Connected Gone are the days of the traditional 9 to 5 business hours. If one of your clients or customers asks you a question, whether it be about an upcoming meeting or appointment, a general inquiry about how your product works, or what it is that your company does, get back to them as soon as possible. This shows them that you are concerned about helping them and giving them the answers they need as soon as possible.
Let them Know What you are Up To Sending out emails and newsletters about how your business has been growing, learning and succeeding will keep your clients invested in you. Did your firm just hire an outstanding new lawyer? Send out a newsletter introducing them! Is your company moving to a new office? Have an office-warming event and invite people to come and check out your fabulous new space. Giving people a glimpse into your company’s life and culture when it may not be on the forefront of their mind is a great way to maintain a positive relationship with them.
Understand that Social Media is Not Enough. To truly connect on a deeper level with your client, you must go beyond blog posts, Facebook posts and Instagram followers. Social media does not replace true marketing strategy – it only amplifies it. As you develop and enhance social media for yourself and your clients, don’t forget to go back to traditional ways of connecting. Giving a customer a phone call asking how everything is going and if they are still satisfied with their mortgage can be a lot more personal than a quick email and can generate more conversation, and more business.
Gaining clients is about building and keeping relationships. Clients want to know that you are looking out for them, and care about them on a professional and personal level. Don’t forget these relationship-marketing strategies as you head to your next meeting!