homeWelcome, sign in or click here to subscribe.login
     


 

 

Architecture & Engineering


print  email to a friend  reprints add to mydjc  
Tuminello The Client Coach
How to build strong business relationships

February 22, 2012

The Client Coach: How you can create loyal clients

By RANDY TUMINELLO
Special to the Journal

Here are some of the most effective things you can do to develop loyal clients.

1. Make a profit

Profit is not usually the first thing you think of when considering the essential factors for great client relationships, but it is perhaps the most important one of all. For one thing, it's next to impossible for an unprofitable firm to provide high quality service. On the human side, it's deflating, discouraging and defeating. It's awfully hard to maintain your enthusiasm on projects that perpetually lose money. On the material side, without adequate profit you simply won't be able to afford the resources needed to give excellent service. So, if you have accounts that are incessant losers, do both your client and yourself a favor: Let ‘em go!

2. Get some feedback

Imagine how silly it would be to deliberately set out in a small plane during a thunderstorm totally blind with no visibility, no coordinates, nothing. As crazy as this may sound, it happens all the time when it comes to client relationships. Many project managers fly blindly through project storms with no compass, no bearings, no radar. Client relationships go sour when needs and expectations aren't confirmed and reaffirmed along the way. One of the most important business strategies you can start this year is a formal program of client feedback. Taking the occasional pulse reading beforehand is better than after a massive coronary! Ask questions. Questions lead to answers, which lead to solutions, which lead to trust.

3. Show you care

Do you know your clients' birthdays? Job-related anniversaries? Special events or significant accomplishments? A simple, hand-written card means more than you realize. I'm emphasizing hand-written because we get so much electronic stuff these days we're desensitized by it. Consider the project manager who sent his client a special gift package to honor the birth of his first child. He went the extra mile to remember his client at a very important time. Now his client remembers him whenever he has a new project.

4. Do more

Once you confirm a client's expectations, exceed them. Convert a cynical client by doing the unexpected. Be a proactive problem solver. Use your experience to anticipate pitfalls and steer the client clear. Minimize the client's risk. Look for ways to save money without sacrificing quality. When it comes to written reports, find out their preferences in both format and content. Anticipate their need for information. Contact them before they call you.

5. Don't forget the basics

Breakdowns don't occur because someone didn't enter the right 10-digit code into the CRM system. They occur because someone forgot the basics. Here are four of the best relationship enhancers:

1) Return phone calls promptly. Over time this can be a real relationship killer because people take this personally. Resentment can set in because to the client you're saying: “You're really not that important!” You'd be surprised how often I hear clients complain about this. What could be more basic?

2) Don't take clients for granted. Don't go away and do the job in isolation. Find ways to invite the client in as part of the process. Again, get feedback from the client periodically and pay attention to what they tell you. Keep them involved with frequent progress updates and let them know specifically how you incorporated their feedback.

3) Do your homework. Clients feel more secure when you come across as prepared and organized. Do your homework! Never waste a client's time with pointless meetings. Tell them in advance why you're meeting and how they can be prepared.

4) Avoid surprises. Tell the client what you realistically expect to do and don't over promise. If costs may overrun your estimates, tell them in advance. Keep your word. Don't miss deadlines.

Isn't it interesting how the most sensible, common sense actions are the ones we tend to overlook the most? Remember: the most effective way to build loyal clients is through the simple acts of consideration that lie at the heart of human decency and concern. Here's the platinum rule: Do unto others as they would have you do unto them. It's Relationships 101.

Randy Tuminello is the managing principal of Tuminello & Associates, a consulting firm focused on the professional services industry. Information is at http://www.tuminelloassociates.com.



Previous columns:



Email or user name:
Password:
 
Forgot password? Click here.