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What are the best practices for building and maintaining relationships with institutional clients?

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Institutional clients are large organizations that buy products or services in bulk, often with complex and long-term contracts. They can be a valuable source of revenue and growth for sales operations, but they also require a different approach than individual or small business customers. In this article, we will explore some of the best practices for building and maintaining relationships with institutional clients, based on the following aspects:

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Ted Monty

International Business Development

1 Know your client

Before you pitch, negotiate, or deliver anything to an institutional client, you need to do your homework and understand their needs, goals, challenges, preferences, and decision-making process. This will help you tailor your value proposition, communicate effectively, and anticipate any objections or issues. You can use various sources of information, such as their website, social media, annual reports, industry publications, and referrals, to learn more about your client. You can also ask open-ended questions, listen actively, and provide feedback during your interactions with them.

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Ted Monty

International Business Development
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Knowing your client is one thing but knowing how to understand their expectations is another. Is there an incumbent provider? Do you know how the incumbent provider works? What is liked and disliked about the incumbent? How can you position the information gathered from your homework and present it on a street level? Remember newspaper boys and girls used to stand on wooden crates on the corner and announce the headlines to sell papers even when others were next to them selling the same paper. How did the one boy/girl sell more papers than others? We can guess they read the headlines and somehow articulated the information in manner they understood and spoke confidently about what the paper said, not what he was thinking.

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2 Establish trust and credibility

Institutional clients are often risk-averse and skeptical of new vendors, especially if they have existing relationships with competitors. To overcome this barrier, you need to establish trust and credibility with your client, both at the individual and organizational level. You can do this by demonstrating your expertise, experience, and reputation in your field, providing testimonials and case studies from similar clients, and offering guarantees and warranties for your products or services. You should also be transparent, honest, and consistent in your communication, and follow through on your promises and commitments.

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3 Deliver value and satisfaction

Once you have secured a contract with an institutional client, you need to deliver value and satisfaction that meets or exceeds their expectations. This means providing high-quality products or services that solve their problems, add value to their operations, and generate positive outcomes. You should also provide excellent customer service, support, and feedback, and address any issues or complaints promptly and professionally. You should also monitor and measure your performance and results, and share them with your client regularly, to show them the impact and benefits of working with you.

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Ted Monty

International Business Development
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The hard work is yet to come. Getting the contract agreed upon and signed is a high five. Executing the contract is where the KPI's come into play. Once the expectations are understood, does everyone on your team and organization understand them? Now that you achieved some success, it doesn't take just you alone to develop these types of accounts into sustainable business channels, it takes your entire team. What levels of excellence do you wish to achieve or like to be treated as is the same you will treat your clients with. And get you team on the same page. It's about respect, honesty, hard work, and integrity because not every day will be the same. Remember, you entered into a strategic professional partnership.

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4 Nurture and grow the relationship

Building and maintaining relationships with institutional clients is not a one-time event, but an ongoing process that requires constant attention and effort. You need to nurture and grow the relationship by staying in touch, providing value-added services, and seeking feedback and referrals. You should also look for opportunities to upsell, cross-sell, or renew your contracts, by identifying new needs, challenges, or goals that your client may have, and offering solutions that match them. You should also be proactive and innovative, and suggest ways to improve or optimize your products or services, or create new offerings that can benefit your client.

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5 Adapt and evolve

Institutional clients are not static entities, but dynamic and changing ones. They may face internal or external changes, such as mergers, acquisitions, reorganizations, regulations, or market shifts, that affect their needs, preferences, or priorities. You need to adapt and evolve with your client, by staying updated on their situation, anticipating their future needs, and adjusting your products or services accordingly. You should also be flexible and responsive, and accommodate any changes or requests that your client may have, as long as they are reasonable and aligned with your goals and values.

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6 Appreciate and celebrate

Finally, building and maintaining relationships with institutional clients is not only about business, but also about human connection and emotion. You need to appreciate and celebrate your client, by expressing your gratitude, recognition, and respect for their partnership, loyalty, and achievements. You can do this by sending personalized messages, cards, or gifts, inviting them to events or webinars, or featuring them in your newsletters or social media. You should also celebrate your own success and milestones, and share them with your client, to reinforce your value and credibility, and to strengthen your bond.

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Ted Monty

International Business Development
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Remember GRIT got your new client, being humble in the activities and hard work achieve their trust in you and you being you won their affection over what you presented because you and your team were yourselves. Always celebrate the small things and recognize the big things. And remember to SMILE every day, a genuine smile is a true sign of appreciation and care in their presence and at home.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for building and maintaining relationships with institutional clients?

1

2

3

4

5

6

7

1 Know your client

2 Establish trust and credibility

3 Deliver value and satisfaction

4 Nurture and grow the relationship

5 Adapt and evolve

6 Appreciate and celebrate

7 Here’s what else to consider

Sales Operations

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What are the best practices for building and maintaining relationships with institutional clients?

1

2

3

4

5

6

7

1 Know your client

2 Establish trust and credibility

3 Deliver value and satisfaction

4 Nurture and grow the relationship

5 Adapt and evolve

6 Appreciate and celebrate

7 Here’s what else to consider

Sales Operations

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