Maximising relationships with existing clients

I believe that if you spend more effort on marketing yourself to your existing clients, you'll not only get more business from them, you will also increase their loyalty toward you and they'll be more likely to recommend you to other people.

Marketing, contact sport

I always say that marketing is a contact sport. In fact, I recommend that you make contact with your client at least every 30 days to make sure that you stay top of mind because it's guaranteed your competitors are talking to your client. And when I say 'make contact', I don't mean a one-line email. In fact, I don't even mean calling your client and asking if you can take him or her for coffee. In today's busy world, people don't have time for coffee with suppliers. You need to consistently ensure that your presence creates value for the client.

Never underestimate the value of a face-to-face meeting with your client. I advise asking yourself how many of your email interactions you could replace with a personal phone call or face-to-face meeting, which is an effective way to build a personal relationship with your clients. Be constantly on the lookout for creative ways to find out more about the client, his business, his problems and opportunities for him to reduce costs or make more money. Over and above that, ensure you are top of mind through value-added communications or activities.

Understand your client's business

For example, you might send your client a useful article you've found that speaks to his business, or you might send through referral business or offer to help with the company's CSI activities. Make sure that you understand your client's business, including its structure, who your client reports to, the challenges that face the organisation and its strategy - do what you need to do to build a relationship and show your client that he matters to you. By learning more about your client and their problems, you are able to set yourself up better to show how you can assist in solving challenges with the services you offer.

Your client needs to know what other services you offer and how they add value. Furthermore, if you want your clients to refer you, it is recommended you ask them to do so. While they may talk about you otherwise, asking for referrals can assist you in controlling what is said about you. Of a representative sample of people surveyed by the American Association of Certified Public Accountants, 54% said they had referred their suppliers. Of those who had not referred suppliers, 8% said it was because they had not been asked to refer their supplier. 87% of those who didn't refer suppliers felt that their service provider was too busy.

Ask for referrals

These figures show how important it is to ensure that you ask for referrals and that you ensure that your clients know that you have capacity to take on new business and that their business will not suffer.

The first step in obtaining a referral is to find out if your client is 100% satisfied with your service. If they are not, don't go any further. If they are happy, explain that part of the way you grow your business is through referrals and ask if they would be willing to refer you to anyone they know who might benefit from your services. If they agree to do so and offer you contact details for a potential lead, ask if they would be willing to call that person to let them know to expect a call from you. In this way, you not only change a cold call into a 'warm call' - you are also getting your client to talk about you to the lead. Essentially your client has become a brand ambassador for your business.

Look first to existing clients

Whatever happens with the referral lead, make sure that you let your client know and thank him or her for their assistance. This not only shows your appreciation, but is another opportunity to interact with your client.

It's difficult to find new business and I firmly believe that while we should of course be pursuing new clients, we should also remember to look first to existing clients. Market yourself to them not only to sell more service, but to increase their levels of loyalty to you. In the process, you will also ensure they become active salespeople for your personal brand.