We all know that people buy from those that they know, like and trust, so taking the time to build and develop customer relationships can pay off in a big way.
If you are able to create a rapport with a client or prospect, than you may find that sales become less about straight numbers. If someone really wants to work with you, than you don’t have to be the lowest price around.
You may also find clients coming back for more services or referring more business, purely because the experience of working with you was so positive. So the million dollar question is how to build and strengthen customer relationships?
Here are three tips to get you on your way.
Build better customer relationships through common ground
The easiest way to build a connection is to find something you both have in common. You’ll be amazed what you can find out about a person through their company bio, LinkedIn profile or what they post on social media.
If your client happens to be all business online, see what you can come up with through old-fashioned conversation. Don’t underestimate the small talk before meetings because chances are you already ask questions like:
- Were you up to anything fun this weekend?
- Any big travel plans coming up?
Try to really listen to the answers and respond to the information, rather than just asking them to be polite.
If your client really isn’t offering up anything, try putting a few things out there yourself and see if they pick up on anything. Chances are they’ll ask you how you’re doing at the start of every conversation. Instead just saying you’re fine, try something like:
I’m feeling great today. This weekend I took an amazing hike with my dog and it really energized me.
That gives the client two options – love of dogs or hiking/outdoor activities.
Even if you don’t end up finding common ground with your client, they’ll likely find you to be an interesting person, and enjoy talking to you. That still moves you toward your goal of developing better customer relationships.
When personalizing things, be accurate
Recently I went for an annual checkup with one of my doctors. This doctor’s office has a very loose tie to my husband’s company and my doctor made sure to tell me about some anecdote involving my husband, Paul.
The problem? My husband’s name isn’t Paul.
What’s worse is that sitting in front of her was the info sheet I had just updated which clearly had my husband’s actual name. If she’s missing that kind of detail with information right in front her, it makes me wonder what other details are going awry.
I applaud the fact that she’s trying to connect with me, and tell me she’s also supporting my husband’s company. However, if you’re going to try to show me how connected we are because you remember the details about my life, make sure to be accurate.
Be helpful even when it doesn’t benefit you
When you want to take your customer relationships from transactional to truly connected, start doing things for free. I don’t mean to say you should comp hours when you’re doing real work, but be helpful in the same way you would be to a friend.
Chances are that when you get to know your clients you’ll come across opportunities that would benefit them. It could be things like:
- You read an article that includes information they should know about.
- Someone in your network is looking for a service they provide.
- You come across an opportunity that could get them exposure, like a speaking opportunity or event participation.
If any of these occasions arose and you thought of a friend, you wouldn’t hesitate to send the information to them; so do the same for your client.
A simple note that tells them you came across the information and thought of them is all you need to do. Whatever they do with the info is up to them, but just the fact that you thought of them is likely to give you huge bonus points, and help move you into that “trusted” category.
Navigating the ins and out of customer relationships can be tricky sometimes, but you can work toward building stronger connections. It doesn’t take too much effort to give your clients a little TLC, but the return can be amazing!
