Know Your Customer

I have three words for you awesome people on this fine Friday...Know your customer. Okay I have a lot more than three, but who’s counting.

Gone are the days when what we mainly knew about a company was their phone number and address. With the Internet, the world is at our doorsteps and finding out details about a potential client is easier.

Best of all, you don’t need to be a whiz at research to do some basic poking around about a company. You just need the desire to learn more about them and how you can help.

Here’s a list of what to do to stay on top of knowing who your client is: A) Before the first/introductory call B) When you’re hired C) After your working relationship ends

BEFORE YOU INTERVIEW/MEET WITH A CLIENT:

1. Google them. If there has been any kind of major upheaval or black mark on the company, there’s a chance it will come up. Also check out their reputation with “Is name-of-company reputable?” in the browser. You can find customer complaints and positive feedback, plus other important information.? ?

2. Check out their presence on social media. Are they active? Have they neglected it? It’s important that my clients are plugged into the world and care about their social media activity.

The amount of activity will give you insight into their marketing habits. Are they posting every day including a picture of last night’s dinner?

This tells you they probably know how important social media can be to a company but may not know the best ways to use it. Also that they might be a tad overzealous. Unless they’re in the food industry.

Have they not posted since 2016? They probably need to update (or learn) some social media marketing skills.

Put together a quick pitch to do something small, but specific, for their chosen platforms. If you’re a social media manager or feel really comfortable in that lane, even better. When you’re hired, you can dive further into the subject.

3. Study their website. Besides the reasons why that follow, doing this will also protect you from embarrassing situations like asking a potential client who the company’s co-founder was only to see it plainly spelled out on their “About” page that it’s their spouse. (Rookie move when I first started. Geez.)

Although you’ll probably be getting familiar with their site when you’re hired, now is the time to give it a quick scan to see if there is anything glaring that might need some help.

It’s not too early to do this. I try to mention something that could use some improvement during the interview. It paves the way to smoothly continue the conversation of “What I can do for you” in the future.

It has always been well-received and shows I’m interested in their success and can help them with something they probably don’t have time for.

Here’s my side of a conversation, in a nutshell, I recently had with a potential (at the time) client:

“I love your website. Especially the formatting and your choice of photos. I also saw that you only have a couple of things written on your “About” page. People love to know who the person behind the curtain is. It’s practically necessary these days. An information-filled “About” page helps build trust with potential clients. We tend to be drawn to…

A. The truth

B. Transparency.

It makes consumers feel like they know who they’re dealing with.”

In response, the owner hired me for SEO blog-writing and also hired me immediately to revamp their “About” page. Woohoo! Win-Win.?

I work largely with business owners/CEO’s so they’re usually able to make a decision on-the-spot.

If your point people are sales and/or marketing managers or other management-types, just ask who would be the best person to talk to about making changes to the website and email them.

Let them know you just interviewed with whomever and that you have a few suggestions about the website.

Note: Be SO kind with this correspondence. Nobody wants some stranger in their inbox telling them their website sucks. Be diplomatic, straightforward, and know what you’re talking about.

Company websites usually communicate more than people realize. Certainly scrutinize what is and isn’t working so you can suggest any changes but keep an eye out for something else that’s important...

Let’s say you’re a major advocate of doing everything you can to reduce the effects of climate change. Your ideal client list probably wouldn’t include oil companies or even people whose practices could directly hinder the cause.

For example, I’m a vegetarian and I was vegan for many years so I still have some vegan lifestyle choices (no buying products that test on animals for instance). Recently, a major business for outdoor living and hunting, which is something I’d never do, was hiring and I breezed right by it.

There are just too many companies that do line up with my standards so my radar is up for them. Some companies even donate a portion of their profits to animal rescue organizations or like minded nonprofits.

Being aware of the potential client’s interests and where they want to put their money dealing with social causes is a great way to either move along or be excited about working with someone whose ideas line up with what you care about.

Major Take-Away: It’s never too early to bring up website issues when the solutions can save or make money for a company.

ONCE YOU’RE HIRED (Hooray for you!):

1. Stay on top of the website. You’re there to help this company/person and the more you know about it/them, the more prepared you’ll be to offer relevant assistance that could be profitable for them and for you.

2. Don’t forget to continue asking questions. Sometimes I think I might get on my clients’ nerves because my questions don’t stop once I’m in the door.?

But how else will I know about the way they see their evolving brand, any changes in the thinking of the powers-that-be, or their thoughts about future goals. People aren’t going to offer up everything they know about their company, but they’re the expert on it when they’re talking to you so ask.

3. Share ideas. An example: Blog-writing, optimized or not, is still an “In” with companies who don’t have one but even if they do, keep pitching.

Here’s why: I write blogs for two different companies who have a rich history of blog posts that are kept painstakingly up-to-date. They already have content or copywriters on board so why would they need another one?

Truth is, the ever present need we have for quality information opens up the door for us. Plus, as it is with one client of mine, one of the blog writers they use could be the owner who might need that little ditty off his plate.

Major Take-Away: If you want to keep accelerating your professional journey, keep asking questions.

POST-EMPLOYMENT:

1. Ask for a testimonial/referral. I’ve heard, “That’s a great idea!” more than once when I’ve asked employers to give me a testimonial to use on social media and my website. This tells me that not enough people are asking for them.

Most people want to help others so when they’re directly asked for something that could genuinely help someone, they’re happy to. I’ve had no complaints and actually, the responses I get have been especially positive. Some previous employers have even been excited to be able to do something for me.

2. FOLLOW-UP. Twice. First, if someone doesn’t get the testimonial back to you and it has been a reasonable amount of time, an email reminder gives them a gentle nudge. And second, THANK THEM for the testimonial when you get it.

(Kindness like this is usually remembered while giving no response is, too. Use your manners.) ?

3. After you’ve worked for a company or individual, make sure you stay plugged in to their news. Keep getting their newsletter so it will be on your radar to check back later with project ideas and also just to stay in the loop.

4. Pitch new ideas to them. About a month after the close of your working relationship, send them an email with more ideas to help them improve and to check in to see if they need something else done.

I’ve checked in before by sending someone a referral for help with a particular project they’ve told me about that wasn’t in my area of expertise.?

Many employers DO keep your contact info on file but if they send out another call for help with something, sometimes new applicants can get in the way of an opportunity.

It’s completely fair, they’re just doing their jobs, but it puts the responsibility squarely on us to stay actively visible to previous employers. ?

Major Take-Away: A wonderful testimonial is gold so get comfortable asking for them.

If we get into habits like those I’ve mentioned above, we’re giving ourselves and our business a leg-up towards more success.

I hope something here has helped you. It’s a good foundation to start with to get to know your clients.

Remember to share snippets of your own life with them, too, since you can be professional and personable at the same time. Really knowing your client requires you to have the ability to reciprocate.

The bottom line is, it’s all about relationships. So do the work...and build them.????????????

#business #customer #client #BusinessRelationship

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