It’s a competitive market place. Not only are you up against other local businesses you’re up against other regions. But when it comes down to it, no matter how cost effective you are, how compelling your pitch, or how good your product, it is the relationships you have with your clients, past, current or potential that can make the difference.
Each customer is unique and no matter how well you know them there are some key rules to keep in mind when building long lasting relationships.
1. ALL clients are always the best, nicest, easiest to work with. Never put a supplier, buyer or competitor down in front of your client. It only makes you look bad. The client is more likely to wonder what you say about them behind their back. This only builds mistrust making a client more hesitant to work with you.
2. Don’t be a gossip. Being in the Conventions and Incentives business means we attend a lot of trade shows, we go to a lot of events and we talk to a lot of people. If you’re not getting a long with someone in your office or a colleague in another branch don’t spread rumours. Let’s face it this is a difficult thing to do especially when someone is giving you grief, even worse if it’s the boss. Unfortunately it shows a lack of discretion. Clients like working with people who are positive so putting on a happy face and keeping internal politics out of the conversation is a better bet.
3. Give the client what they want. Your venue or service might be bigger, better, offer more bells and whistles but the reality is the client only wants what they want, not what you want them to have. It’s always best to offer or quote for exactly what they want then provide simple suggestions as a side option. For example, up selling is practiced by the best sales people, but give the client what they want first then ask ‘do they want fries with that!’
4. There’s bonding and then there’s bonding. You’ve just had one of those crazy fun weekends and on Monday when talking to a client you give them the low down on falling over drunk, or that really funny thing your friend did at the party. This isn’t bonding this is just too much information and reflects on your character and your reliability. The bonding you want to aim for is about developing trust, which requires a slightly different approach.
5. Get the low down. It’s common knowledge that gathering useful, personal data, is well, useful. People love that you remember their birthday, anniversary, what sports the kids play etc. Creating a database and calendar of reminders about things that are important to your client is one of the best tactics for building long, lasting, valuable and profitable relationships. When it comes to the crunch, and even if your quote is slightly higher, the client can sway that final decision. They only want to do business with you because you are simply the best!
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