Customer retention and referrals are the best ways to build a good customer list. When working with new and long-term clients, the mission of each consulting professional is to provide the highest quality service, exceed client expectations, and create the conditions for a lasting relationship and receipt of referrals. Recently, one of my clients did exactly that and referred me to a close friend and colleague of his. I was excited!
Take your first step on the road to customer retention by meeting, if not exceeding, your customer’s expectations as stated. Nurture the relationship by considering how it might serve the client’s business interests, whether or not you are currently working on a project with him/her. For example, if you come across an article that you hope will be relevant to your customer, send the link. Broadcast the details of a conference or workshop that might be of interest to you, to show that you think about your priorities, whether or not you’re on “active duty.” Of course, the best tactic to build a relationship is to refer a customer to your customer. You will be golden!
If your client recommends you to someone, be sure to call or, better yet, stop by the office to express your gratitude in person. An especially large task might be worth lunch or dinner, thanks for your part.
But the road to client retention and referrals starts with the exceptional work you put in during the assignment. Here are some things to keep in mind:
To be prepared
If you know you’ll be asked to tackle an urgent problem that needs to be resolved quickly, do your homework and come to work brimming with practical ideas and a few well-chosen questions. Show that you are a problem solver and a provider of useful solutions.
listen to the customer
Listen and learn how the customer sees issues from their perspective, whether it’s how to implement the solution for the project you’re working on, how to resolve a customer service failure, or any other business issue. Show that you understand and respect the customer’s opinions and values.
Respect the ideas and suggestions of the client.
You may not have all the answers. The lived customer experience is important. Be open to incorporating the client’s ideas into your proposed solution. Always agree with the customer and validate their choices. Subtly adapt your suggested strategy into something you know will be more effective, when necessary. If the client mentions that another consultant has handled a similar project differently, listen and learn. You may receive useful information on how to improve your own business practices.
communicate constantly
Misunderstandings cause relationships to fray, and misunderstandings occur when communication is unclear and insufficient. Meetings may be infrequent, but emails are a way to report on your many successes in achieving project goals and objectives.
Also, email follow-up will come in handy when it’s time to send an invoice and document your billable hours. What you don’t want is a client asking why you’re billing for a certain number of hours and implying that you’re padding the bill. Additionally, if the client feels that any aspect of the project scope needs to be expanded or reduced, adjustments can be made in a timely manner.
get it in writing
Take meeting notes and within 48 hours of the meeting send an email to confirm what has been discussed and agreed upon. Include project specifications, fee structure, payment schedule, project milestones, deliverables, and due dates.
Customer retention is the foundation of any business. It takes less time and effort to retain a customer than to find and acquire a new one. Also, long-term clients are much more likely to give you that last statement, a referral.
Thank you for reading,
Kim