You probably have a solid strategy for communicating with your clients. Here we explore how to add that little bit of extra personalisation to improve your business relationships.
Be dedicated: Spend time with clients and build trust
Trust is a delicate thing – a report from BI Intelligence reveals that it takes 12 positive service experiences to make up for one unresolved or bad experience. Poor customer service takes a massive toll, while taking extra time to develop relationships pays dividends.
Improve your chances of ongoing business by really focussing on your customer: Aim to organise meetings on your client’s territory; be friendly and share some of yourself; get to know your client’s partner’s name; and find out about their family and their dog. Let them know you think of them as an equal partner and add value to the relationship by investing your most valuable currency: time.
After the meeting, make notes in your client’s file and make sure you review those notes next time you meet.
Be specific: Get e-personal with each client
While face-to-face is the best and most exclusive way to meet, it’s not always possible. Email keeps you in touch with your clients between in-person meetings so it’s worth spending time creating a good email template.
You can personalise your communication by:
- using your client’s first name – when dealing with a couple, put the name of the person you’ve been talking to first
- writing a unique subject line for every message you send
- looking for cues in your client’s communication and adjusting your language to reflect their style – are they formal or informal?
- keeping in regular contact and responding quickly to enquiries
- offering an out-of-hours contact number to your best clients.
Be agile: Prepare to customise your solutions
The digital age means customers are more empowered than ever before. Be open to their feedback, and to having a genuine dialogue. If a client is interested, but wants a slightly different product or service to the one you usually offer, consider customisation.
Taking the time to understand each client’s needs not only results in offering a better product, it also strengthens trust along the way.
Being adaptable and agile as the situation requires is a hallmark of a progressive broker. Your clients will appreciate you going the extra mile and their satisfaction may result in referrals and more business.
It doesn’t take much time to get to know your customers a bit better and to take the time to understand what they need from you. By treating your existing and potential clients as individuals rather than simply business development opportunities, you will create a much stronger bond, and deliver better, more memorable service.
For more information about personalising your communications, please contact us.