Client development is about taking clients on a journey:
- to build trust and the motivation to buy
- to turn strangers into friends
- to develop your understanding of their business
- to develop their understanding of your business
- clients notice when they are picked up and put down to fit around your other commitments
- hidden and personal agendas rarely emerge on day one
- be realistic about objectives – it’s a long term game
- Client X rarely wants a copy of what you have previously given to Client Y so don’t treat them as if they do
- ask questions to understand their needs and wants
- avoid making assumptions to fill in gaps, this is dangerous and unnecessary
- test ideas and proposals before committing to them
- asking questions is allowed – in fact it shows you’re interested
- listen to what they say and react to it – it shows you are listening and not waiting for your turn to speak
- don’t jump in – pouncing too early is dangerous and reduces our chances of success
- today’s junior people are tomorrow’s influencers and next week’s decision makers
- friends in client organisations can be good sources of information
- good friends in clients can be allies
- ways to develop the relationships
- ways to give them something of added value
- opportunities for engagement and revenue
- they might (and sometimes do) tell you things you would never know otherwise
- what people really want is not always the same as what they commit to writing
- it demonstrates interest and empathy
Like us, clients like excellent service – so make sure you delight them!
