There's something about this time of year, with Valentine’s Day being such a commercial love fest, with its overpriced red roses, the flurry of heart shaped cards and cute teddies bedecked with appealing messages. We are as a nation focussed on remembering loved ones, new, old and future possibilities...
For many people Valentine’s Day results in sentiments rarely spoken, a chance to reflect on what's going well in the relationship and plan for the following months/year ahead.
Can this level of reflection be directed into customers and used to improve our relationships in business all year round?
Like Valentine’s Day and the special focus on key relationships it promises, 'customer care' can be manifested in any number of ways, but keeping in touch regularly and adding value is one of them....I call it the Valentine’s Plan.
How many of us have thanked customers for referrals and testimonials? In a recent poll I conducted on this, I found that in this technical age, a simple heartfelt handwritten note and vouchers always went down well with its recipient.
Sending on information about a product and or area of interest via a link, a blog or by an introduction, are key aspects of building a relationship too - rather like a jigsaw adding pieces one at a time – it continues to add value to your customer, as well as making you memorable. Are you doing this weekly or at least monthly?
Finding out what your customers want by following up on requests, finding information that's relevant to them, emailing them information on pertinent training courses or seminars, it's all a chance to network with them, it helps your visibility and strengthens your link with them.
Do you send them information on LinkedIn for example? Make introductions or forward invitations to events they have a specialist interest in?
Do you support events that your customers hold and help them to grow their business by passing on appropriate customer leads?
It is true that sometimes customers won't always respond, but there are a wide range of reasons for this gap in communication. Recent feedback has proved that;
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they may have found another supplier
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they simply don’t need your services at this time
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prices or service needs are unmet
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they could even be in trouble themselves
The most common advice was 'don’t stay too long on one unresponsive deal, be polite, be in touch, clarify outstanding issues, check information has been received and understood then move forwards'. More deals, customers and unmet needs are out there!
This may sound contradictory if you've been attentive, supportive and informative. But attempting to forge effective relationships with the wrong customer stops you finding the right customer. Moving on stops you wasting time on a 'sale' that customer does not have the need or priority for. You have to make this a win:win situation.
If your services are a lower priority to them than you realised, it's painful but move on. You never know if the door is left open, they may return and work with you again.
Where possible, keep discussions with former and current customers open, keep adding value to every relationship you've forged, keep in touch but not obtrusively. Keep moving forward with your Valentines Plan - 365 days a year.
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