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Feature


Growing Your Business


I’ve summarised how you do this into three pillars:


1. Relationship interactions Hold quarterly scheduled interactions with your clients focused on strengthening relationships. For valuable clients these can be social events or phone calls. For less valuable clients use post/email/social media. During each interaction you “shoot the breeze” and


share something valuable, interesting or fun with them. It could be an invitation, some know-how or just something you’ve learned. While you do this swap business and personal


information to further strengthen your relationship and make adding value easier.


2. Broadcast Communications Besides the relationship interactions, research tells us you should aim for a further 22 interactions on email or social media. So, you’ll need a simple broadcast comms strategy


that adds value, encourages your clients to interact and communicates your key messages (what you do, how good you are, your values, your USPs etc.)


3. Structured review You can mix commercial interactions, where you talk about work, with relationship interactions. However, you will need at least one purely commercial interaction each year. More if it’s a valuable client. These commercial interactions should be structured


reviews; discussing quality and performance, a forward view of their needs and what’s happening in their world beyond whatever product or service you provide.


Avoid the bear trap All sounds terrific but there’s a problem. It’s called The Tyranny of Targets. Many sales teams earn their commission and keep


their jobs by hitting their monthly targets. So that’s all they concentrate on. This focus can result in neglecting clients when they aren't buying. Regular calls to ask “any opportunities for me” don’t really count. Clients treated in this way often feel that they’re just


a source of revenue and if they aren’t buying, they aren’t important. So, to deliver extreme client care you’ll either need to appoint a client care manager or, change the way you measure and reward you sales team. If you do neither your client care regime will under-perform. Combine extreme client care with an obsession for


continual improvement and running an effective system to win new clients and it’s harder to fail than succeed in delivering strong revenue growth in your business.


If you’d like to dig deeper into extreme client care, join us at our free April Webinar. Learn more and register at flair.co.uk/ECC


56 CHAMBERLINK April 2020 Keep in touch: Maintaining


communications, even when clients aren’t buying, is key


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