In the modern era, we've grown accustomed to having everything available at a moment's notice, from the internet and streaming services to our favorite foods and transportation options.
Not all things can be attained instantly though. Professional services often require a longer ramp-up period before they produce results. This can frustrate clients who rely on immediate outcomes, thus requiring strong client relationship management. You can find ways to build loyalty and trust with clients by adding value beyond the promised results.
At Abstrakt Marketing Group, we spend quite a bit of time with clients upfront. From our very first meetings, we’re honest: we’ll be steady with our work, but results may take some time. Because of this, we make a point to share other information and impart our knowledge to continuously add long-term value throughout our work with clients.
No matter what service you offer, you can likely find a way to do that. Trust can significantly impact clients who prioritize customer value creation. The higher your trust factor, the better. You can build trust during the waiting period, growing brand loyalty and your revenue. If you’re not certain how to increase the value you bring to the table throughout your process with clients, consider these strategies.
1. Create multiple ways for clients to “win.”
Do your clients only see a “win” when they get the final results? If so, this mentality may be causing them to miss out on the benefits and value of the entire journey. It also may make them restless and more likely to search for a different provider.
To determine alternative “wins” for your client, you can focus on more than your main deliverable from the start. For instance, our main deliverable is sales appointments, but we also collect survey data for our partners and use it to find key decision-makers. By sharing this information with our clients as a value-add, we broaden their perspective and increase lifetime value. This allows them to see the value of our partnership beyond the final product.
No matter what service you provide, you probably have other value-adds that could benefit your clientele. You can outline and discuss them during all your initial meetings and onboarding events to help lock in the client.
2. Integrate yourself as part of your client’s team.
A funny thing can happen during the traditional, service-based relationship flow. When you’re first selling to an organization, you’re usually introduced to several decision-makers. Yet once you’ve landed the sale, most of those decision-makers fade away. As a result, you’re left with one point of contact for all communication. This can leave you in a vulnerable position because all the value you bring to the table has to be communicated through that single individual.
To be seen as more than an outsourced “other,” you can thread your way into your client’s team by staying in contact with several stakeholders. This could include at least one financial professional and another advocate who understands all the benefits of your service. Establishing tighter connections with more than one person within your client's company can keep you from being relegated to the anonymous, third-party role.
Establishing tighter connections with more than one person within your client's company can keep you from being relegated to the anonymous, third-party role.
Let’s say you’ve sent quarterly emails to a client’s CFO to inform her of progress and insights. When she’s sitting in a meeting nine months from now discussing how the budget has gotten a little tight, she may not just see your company as a name on a sheet of paper. She may know you as a professional and hopefully an asset, which may help you stand out and reduce your chances of being cut. It also can help reduce the vulnerability of your company to potential risks if your primary point of contact departs or is replaced.
3. Share what you know.
It can be helpful to share your knowledge with clients. You might consider adding consultations and access to valuable resources throughout the process of working together. Offering clients access to a repository of insider information they can only get from you can add to their experience and can give them something useful until they begin seeing the main results.
Case studies and whitepapers can be great options. Case studies can showcase other partners who have been in similar situations and leveraged your unique services to achieve their goals. These resources can answer unasked questions and become springboards for future discussions and opportunities. You can send these to all stakeholders; many executives are eager to get their hands on new information and will read documents they find valuable.
The Takeaway
You can't always speed up the outcomes you give your clients. But thankfully, you can ensure that those clients see constant value along the way. By concentrating on illustrating your worth, you can not only offer a lifeline of assurance against the frustration of waiting, but you also can cultivate a resilient bond with clients. As you outline the elements of your value to each client, you can gain the ability to transform impatience into enjoyment and confidence.
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