It’s Not About Reinventing the Wheel
Value the importance of fostering relationships with past clients.
Behind every brand name product you find at the grocery store decided to try something new at some point in their marketing and business growth. It’s why we have tissues with lotion, four varieties of the same brand of cereal, and laundry detergents designed with an array of scents and softeners.
When businesses feel stagnate, their first reaction might be, “we need to do something different” because that’s what other companies sometimes do; find a new niche. But don’t forget about a key component of good customer service — relationships. You don’t need to reinvent the wheel!
Businesses in the service industry, need to constantly nurture relationships with past and current clients. It’s easy to think of this as time-consuming or inefficient since it does not generate an immediate return on investment (ROI). However, it’s about cultivating strong and healthy relationships. Relationships that will generate quality referrals.
The time when advertising fooled consumers with, “you need it, buy it now!” are over. Now advertising focuses on educating consumers, helping them become aware of their needs, and showing consumers how design-smart businesses can offer the ideal solutions to make their lives easier and fulfilling. It's storytelling.
Chances are when a client first came to you, they were tunnel-visioned on one specific service. Your job is to follow up with them after the original sale to see how else you can help them.
Here are a few ways to help cultivate relationships with past and current clients, referrals, and vendors:
- Build a company brochure that showcases all your services that can help clients remember what you can do for them. Sometimes seeing services listed in print can spark old business interest again. In the digital age, there is still significant power in print materials, especially when strategically created and distributed. Plus, you can put it right into the hands of your clients. Don't be foolish and think they are visiting your website after the service is over.
- Stay in touch. Send personal note cards to past clients with whom you have fallen out of touch, and don’t forget about thank you notes for referrals, holidays, birthdays, milestones, etc. I created a handmade notecard line called “Empowerment” offered at Life Delightz in Cambridge Springs, PA. They are specifically designed to "break the noise" of cluttered inboxes.
- Send an eNewsletter. An eNewsletter is a great way to showcase your knowledge, experience, and talent to the clients in your database. Include tips and resources that you know your clients will find valuable to keep them excited to receive an email from you. A newsletter is a great way to display how you are better than the competition and how hiring your business is the best decision.
- Start a Touchpoint Campaign. Making new connections or staying in touch can be overwhelming and time-consuming. I have an easy template, “Touchpoint Campaign Tracker,” to help organize your campaign to prospects and past clients. You can download the google sheet here. Just enter the date of the first point of contact, and the remaining touchpoints auto-populate the deadline for the next action. If you need help outlining and building your touchpoints, schedule a strategy session with us today!
When you send anything to your prospects, clients, vendors, etc., one important factor to keep in mind is that every piece should be polished, intentional, and consistently branded so that each touchpoint is clearly identifiable as YOU. Each interaction should be memorable and showcase your skills over the competition.
Fostering healthy relationships with your clients builds trust and empowers them to refer your business to others. The best compliment a client can give you is sharing their experience working with you to others by word of mouth.