THE MOST IMPORTANT CLIENT
IS THE ONE YOU HAVE
DAVID RUBINSTEIN
EDITED BY
JIM OLSON
We work so hard to develop new business. It is arguably the most difficult task for a Seller. Remember before we had ‘em, someone else did. Gobs of hard work, a bit of luck or perhaps a competitor’s screw-up resulted in our new account. A series of things happened – or didn’t happen – which opened the door to our success. After all this, client retention may be the most important job we have.
The folks with whom we do business come in many forms. Sometimes they’re as consistent as can be. Other times they’re pains – taking too much of our time by demanding and expecting so much. Frequently they become true partners and, equally important, friends for life. Our best clients “have our back.” They speak loudly on our behalf in the market and to their colleagues. They establish and perpetuate our reputation and business. They are our treasure trove of references and provider of referrals.
The goal is to build “super relationships” with these clients. The way to do this is to deliver “super performance.” This occurs in many forms and it’s what we do, not what we say. It’s the late-night delivery when no one else is awake. It’s responding in case of an emergency. It’s taking their position when talking to your Management. It’s always considering their needs – not just getting the sale.
Remember for every one of our Super Relationships, we don’t have to make between 60/70 cold calls – because that’s how many cold-calls you’d have to make to replace that account. Every Super Relationship comes with two (2) “get-out-of-jail-cards” – these folks are more tolerant of our screw-ups but strive hard to avoid having to use those cards!
Be sure to go the extra mile as often as possible. Do stuff they never expect.
· Speak well of them.
· Do a “post-purchase analysis.” Confirm that you delivered what was purchased and is actually working for them.
· Look out for new business opportunities for them. When was the last time you helped them win a piece of business?
· Minimize cost-increases for your services.
· Make it impossible for them to leave.
How much sense does that make?
Good Selling!
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