Courting Customers
Landing a new client is like courting a potential spouse. The first date is usually a make or break situation and if the door is still open, the work has just begun. Like dating, you'd better give your prospect a pretty good reason to meet with you again, because there is usually more than one suitor.
Getting the Next Date
The key to getting that next date or meeting with a prospect is to deliver enough value to make a subsequent get-together attractive. At our company, our first meeting consists of a thorough questionnaire. Some of the questions we cover are:
What is the nature of the problem as you understand it?
What are the most urgent aspects of the problem?
What impact does this have on your organization?
Are you willing to make investments in technology when there is a clear ROI?
Who will be involved with making these decisions?
What other areas of your organization are you considering technology solutions?
What qualities do you look for in a vendor?
What will be the key factors driving your decision on this project?
We follow-up with a letter and summarize the client's problems, the cost of the problems and the solutions we can bring to solve them. This gives the client a clearly articulated assessment of their situation based on the information they've disclosed to us. It's often a more accurate and precise appraisal then before they met with us.
We try to complement their understanding of the problem with our understanding of the technology solutions. The prospect appreciates this new tool they have to move forward with solving the problems and we've gotten permission in almost every case to continue the conversation.
Making Your "Proposal"
The next step is a proposal, and we focus on educating the client throughout this process. We go beyond quoting a price; we send links to relevant articles, case studies and other content that expands the prospects understanding of their problems.
Many of these are included in the proposal as an appendix and we strive to deliver a document that is highly educational and includes diagrams and drawings to make the project more easily understood. Our strategy is that our prospect will use this as a tool to educate the internal decision making team, putting our companies name in front of them.
Once we get a preliminary approval on a contract, it's like getting engaged. The intent is to create a permanent relationship, but any number of circumstances could send the deal south. We go the extra mile in everything we do. And like marriage, the real effort begins when the contract is signed and the honeymoon is over.
We also pay attention to how we're being treated to ensure we're making the right choice for a partner as well; do they meet their commitments for returned phone calls, decisions, meeting times. We try and get a sense of the culture; do people like working there, are the people friendly, is there a sense of mission.
A Happy Marriage
Great relationships generally have a number of common elements:
Mutual respect and trust
Congruency, integrity and accountability
Common interests and goals
Common cultural backgrounds
Financial stability
Renew Your Vows
We're always focused on a long-term relationship, because it takes significantly less effort and cost to keep a client, then to gain a new one. Below is a list of things we strive to achieve in order to create a positive relationship with a client:
Deliver more value than we're paid for and do things right the first time.
Become a respected and valuable member of the internal team.
Do the little extras without expecting extra compensation.
Meet or exceed every commitment we've made in the contract, including delivering on schedule.
Adapt to the nuances of the client, rather than making them conform to ours.
Be accessible and create an exceptional communication channel with the client.
Be likable and anticipate the client's needs.
When we've done all this we're in a prime position to renew the vows for the next project. We've developed a quality relationship and the client has no reason to look elsewhere.
The Bottom Line
Whether you're getting married or acquiring a new customer, use common sense; find somebody that's compatible and attractive to you, consistently give more than you get and be a positive force in their lives.
About The Author
Bryan Brandenburg has published 5 books as well as a number of articles both in print and on the internet. He has published almost 30 software programs both for consumers and business. More information can be found at www.vmmmg.net
Latest News
Ansell Healthcare Europe Lands 2008 Frost & Sullivan Customer ... International Business Times, NY - "Ansell Healthcare is clearly leading the way for customer service asmany glove producers do not deal with end-users, and leave it up to thedistributor. ... Frost & Sullivan Lauds StatCom for Its Hospital Operations System |
ClairMail Chosen by PNC to Enhance Mobile Banking Services MarketWatch - Deployed either on-premise or as a managed service, ClairMail optimizes any mobile phone for 2-way customer interaction. Only the ClairMail System offers ... ClairMail Customers See Rapid Growth and Adoption of Mobile Banking PNC Selects ClairMail to Provide Mobile Banking Services ClairMail Customers See Rapid Growth and Adoption of Mobile Banking |
Customer service portals spark physician interest, not participation Medical Marketing and Media, NY - Physician interest in customer service portals like Merck Services and Pfizer PRO is on the increase -- even though actual use decreased between 2007 and ... |
Biz People: Customer service can make or break a biz ReporterNews.com, TX - The Abilene office of the Better Business Bureau is an excellent source of information about customer service. Steve Abel, president, provided the following ... |
Travelocity Business Expands Global Reach with Radius MarketWatch - To better serve existing and potential clients, Travelocity Business sought a partner with a similar view on customer service, supported by flexible, ... |
 AsiaOne | CCA Celebrates Stellar Achievement in Customer Contact MarketWatch - We are delighted that CCA members are responding in innovative ways and maintaining high standards of customer service. Competition was intense this year ... Service quality rises at local call centres Survey: Singapore Consumers Happier with Contact Center Experiences CCA Recognizes Top Performing UK Contact Centers |
Customer service: Macy’s, Crossgates Albany Times Union, NY - I’ve fallen behind a bit on these customer service posts, due to being away, and I apologize for that. This one isn’t as juicy as our Kimberley’s post, ... |
AT&T On Customer Service Hot Seat In CT BroadbandReports.com, NY - ... down in front of customer homes, and via CT Attorney General Richard Blumenthal's ongoing investigation into poor AT&T customer service in the state. ... |
ZeeVee, Inc Selects Inforonics to Deliver End-User Support for Its ... MarketWatch - "We are happy to add ZeeVee to our growing portfolio of consumer electronics companies that are committed to providing high-quality customer service to ... |
Triumfant Announces Jane Tudor as Vice President of Customer ... MarketWatch - With more than 20 years of experience in customer service, customer support, consulting and business development, Jane will be tasked with ensuring that ... |
Resources
-
Discover how to get paid to shop and eat!
Earn $10 - $40 an hour helping businesses improve their Customer Service!
-
Start a Cleaning Business
You can learn how to start a cleaning Service business within two weeks. The Suze and Ev Method shows you how to start cleaning up immediately.