Volume + Influence + Timing = Success

3 keys for successful client relationships

An organisation must have clear-cut objectives and formulate policies and actions accordingly to survive and succeed. Strict adherence to these objectives is essential to forge ahead. Most importantly, to meet the challenges of a changing world, and continue as the front-runner in the rat race, it must be prepared to adapt.

Three important keys to forge a successful relationship with the client are:

1. Volume
How many clients would you need to achieve and exceed sales targets? Where would you find them? How do you build successful client relationships?

Volumes refer to the number of clients you need to touch and build relationships with. If you need 200 clients to earn a premium of a hundred thousand rupees, then to achieve your goal, it would be advisable to have 300 clients in the reckoning. The knowledge gained through marketing makes it easy to identify prospective clients and win them over to your side.

Marketing has two aspects; the first is researching who and how to approach. The second, is building an inactive contact with them. Verbal contact is made with clients through an active process referred to as prospecting. Marketing is a tool, which enhances the organisation’s image by creating and building relationships with people. A perfect sales figure is achieved only when there is a balance between the quantity and quality of clients. This can ensure relationship-building activities yield a high pay-off.

2. Influence
An ‘influential’ salesman ought to be skilled in 5 areas: 1) building trust 2) unraveling facts 3) making precise presentations 4) delegating work 5) seeking referrals.

The crux lies in building long-lasting relationships and fostering trust through referrals. A majority of clients can be gained through referrals. Trust will enable you to clinch the deal faster and may also provide more leads.

3. Timing
Managing your fax, phone and e-mail contacts efficiently would help to improve your client list. The key factor behind a successful timing strategy is not promotion but value.

Value-addition would influence clients in your favour. For instance, post a couple of articles to them on market strategies or pitfalls to be avoided. Also clip some articles from magazines about career development, business success, achievement, health, etc. Focus on topics that would interest your client. This will ensure a profitable client relationship.

You can influence customers better through personal contact. When this strategy is used, your existing clients will feel valued and believe that you have something good to offer them.

Clients always would expect atention and value addition. These three focus factors would enhance their perception of your relationship with them.

Related reading:
1. "Total Client Loyalty"; Bachrach, Bill; Bachrach & Associates, Inc; 2001
2. "Starting a Client Relationship"; Thielke, Tanya; Nov 2000
3. "Mastering the Designer-Client Relationship" ; Gardoll, Stuart; Nov 2000