Coupons worth special savings on future purchases work especially well because they give customers a reason to make an additional purchase. We were soon hit with a major snowstorm that almost instantly turned to ice. He only works for automotive companies and their suppliers. Andrew has worked for 31 years as both a strategy advisor to senior management and an executive educator and coach. Email is especially easy to send when the transaction, or part of the transaction, takes place online.
In this straightforward manual, he gives practical strategies to help leaders of service firms and large corporations alike become indispensable advisers to their clients, thus cementing a long-term connection. To keep from dominating the conversation, he points out, consultants need to be secure with themselves about their necessarily limited role. You have to have the patience and tenacity to survive reorganizations, firings, and the inevitable ups and downs that will occur. The E-mail message field is required. One client of mine, for example, runs the automotive group for a major consulting firm.
Please read our description and our privacy and policy page. Introduction: Learning to Make Rain All of the Time. Problems must be dealt with competently and quickly if you are to enjoy a second chance with the customer or earn his or her recommendation. I had them test the roof with running water and it seemed to work fine. Altl1Ough the lessons aren't strokes of genius, they should help professionals through most dry spells. Are You an Extraordinary Advisor? A Pantheon of Client Advisors. When you have an intellectual capital focus, you create interesting ideas, get them out into the marketplace through books, articles, speeches, etc.
Many of the world's leading companies number among Andrew's clients. It does take some work to do these follow-up steps, and the reward may not be another sale that day. With email, however, reinforcement can be virtually free. The Myth of Meeting Client Expectations. Most Web commerce firms fail to build customer loyalty by seeing each sale as the end rather than the beginning of a relationship.
Sustaining a multi-year, multi-million dollar relationship with a large corporation takes a particular set of skills, however. Harvard Business Review, March 2003. All for One was voted one of the top 10 sales and marketing books of the decade by a major marketing publication. . The best premiums are electronic, that is, they are instantly available and do not require postage and mailing. The most widely published author in the world on this topic, he has written four acclaimed, bestselling books: Power Questions, All for One, Making Rain, and Clients for Life. Then, drive it home by delivering above and beyond, again and again.
In his book I published, Streetwise Relationship Marketing on the Internet, Roger Parker offers additional thoughts on the topic. Five Steps to New Business with Old Clients. He replaced the roof, but soon this new roof was leaking, too. Note: We cannot guarantee that every book is in the library. And for the second time in a row the flat roof leaked incessantly during storms, causing significant interior damage. Quick answers can shut down the conversation, whereas thought-provoking questions expand it. Andrew has also published over 100 articles and contributed chapters to four books on leadership, strategy and marketing.
He lives and breathes the industry, attending trade shows and industry events, showing up at annual stockholder meetings, writing articles about the future of the business, and so on. What transpires during the reinforcement stage determines, to a great degree, whether you will be enjoying a one-time relationship with your customer or whether the customer will become a repeat customer and—even more important—recommend your firm to his or her friends and associates. Concerned about the weight of the snow on the roof, I cleared it off with a heavy metal shovel because the snow had frozen. Over time, customer satisfaction surveys make it easy for you to identify areas in your firm that need fine-tuning. He buffs up these ageless notions and places them within engaging anecdotes. These models are intuitively obvious. Although the lessons aren't strokes of genius, they should help professionals through most dry spells.
More important, the reinforcement stage provides you with opportunities to sell additional products to customers—enhancing their original purchase. But there is a science to it. Miscommunication, shipping or delivery problems, and other problems occur in even the best-run firms. You can have a social networking focus almost anywhere, although I have noticed this model is more prevalent in Europe and Latin America. And he says that rather than driving new ideas, consultants should aim at adding sophistication and depth to clients' existing ideas and capabilities. But the cost and time invested in creating customers for life can go a long, long way toward building profitable sales and a successful business for years to come! Start with a Thank You One of the most important ways you can convert a transaction into an ongoing customer relationship is to thank customers for their purchase. The Power of Size: Developing Large, Multi-Year Client Relationships.
A customer satisfaction survey, however, can provide customers with a way of bringing problems to light so you can solve them. He can be reached at andrew andrewsobel. How to Identify Client Needs. These are important questions, and I get asked them frequently. He is a consultant and educator to major services firms worldwide.