March 28, 2019
One of the best things about living in today’s digital age is the endless amount of opportunities available for people to leave their mark on the world. However, this can lead to saturated markets and competitive industries. With everyone trying to find the latest way to differentiate themselves, how can you make sure you truly stand out against your competition?
It’s important to understand what your clients look for. When clients are looking for different firms to align themselves with, they often have a series of criteria they look to fill. Since this relationship with involve sharing personal subjects like legal and financial advice, it’s important your prospective clients feel comfortable sharing their information with you.
Now, we can’t speak for every potential client in out there, but the majority of people feel most comfortable when working with people they trust, and this trust is often formed out of creating real relationships. Think of some of the key things that you use to market your business: the things that sound exciting to you are going to sound just as exciting to your new clients as well.
Whatever your differentiators are, you need to understand what they are and make sure they’re present in everything that you do. Every potential client has a preconceived idea of what they’re looking for, and the reality of the situation is that your culture might not fit the wish list of every consumer. By owning your company culture and sticking to it, you’ll be sure to attract clients ready to build a lasting relationship.
January 10, 2019
In the past, the definition of marketing has been simple: find a way to get new clients to learn about your brand. But what if your marketing did more than just get the word out? What if your marketing performed in such a way that these new clients actually believed in the services you offered?
Rather than focusing on what you can do for your business using elaborate (and expensive) marketing campaigns, try ringing in the new year by using specific and strategic language that compels your audience to take action. What better way to bring in new clients than by relating to their needs and providing solutions for them?
Using strategic communication also furthers the understanding of your brand. Do you prioritize finding solutions or do you often find your focus set on helping your clients cut unnecessary spending? Whether it’s in person or online, using consistent verbiage with your clients provides them with a better understanding of what you offer, but more importantly, why you offer it. This also provides you with countless opportunities to ensure that you brand displays its values at every opportunity.
Take the arrival of the new year as an opportunity to expand your marketing efforts to let your brand speak for itself. You’re a part of an incredibly powerful business – let your skills shine!
March 8, 2018
Whenever you think of building relationships so that people can trust you, and so that your relationships grow, do you think of business? If you don’t, you should. Relationships are something we do want to grow in our businesses. Especially if you’re a financial advisor and you want your clients to trust you. Why are they important? Think of all the referrals you’ve received last year from your best clients. Some of those were probably your biggest sales. Now, try to quantify that number. Once you realize the importance of how you make your clients “feel” as you build those relationships, that in return could be helping your business grow.
We’ve discussed the benefits of building business relationships, now let’s focus on how we should go about doing so. When you first attract a possible client, here are a few things that will go through their head: Can I trust this advisor? Will they understand my unique situation? And, will this advisor’s advice be unbiased? The goal for you is to triumph all of these questions. Do so by being transparent in your process, empathize with their situation, and trust them back.
Following these guidelines will not only increase trust with your potential clients, but also develop those business relationships. In return, both the client and you, as a business professional, are better off.
January 11, 2018
Word of Mouth Marketing (WOMM) – you participate in it daily. “So have you heard about that new iPhone X? It recognizes your face!” Rather you are recommending your favorite leadership book or your friend convinced you to switch gyms because the one your friend attends is “better,” WOMM affects us on a daily basis. WOMM has been around way before social media existed. It’s one of the first forms of marketing and is one of the most valuable. A study conducted by The OECHSLI Institute on the power of WOM influence for financial advisors states that 92% of clients found their financial advisors through word of mouth influence. 60% of clients say that the main reason they chose their financial advisor was due to word of mouth influence. So, the question here is how do we go about increasing WOMM in the 21st century? Here are some methods that you can implement into your marketing strategy:
- Ask top clients to share testimonials/reviews. If you have a website, this is a perfect addition. In fact, 79% of people report trusting testimonials and online reviews just as much as word of mouth recommendations.
- Offer an incentive. You’re probably thinking, “My client is super busy and doesn’t have time.” However, people are more likely to do things when receiving something in return. As you reach out to your top clients for either testimonials, reviews or even for your marketing campaigns, offer discounts or services as an exchange for their participation and referrals.
- Organize a formal referral program. This will make the process for your clients fast and easy. Additionally, this will allow for you to measure the results.
- What is your story? As always, ensuring your website is up to date and interesting is important. But what will increase WOMM is sharing your unique story, right on your website. Why did you start your business? What drives your business? Whenever you give people something memorable, they will share it with the people around them even if you don’t ask them to.
If you have a great example of successful WOMM for your firm, share in the comments below!
November 16, 2017
Customers want to be remembered. When you recognize a customer, something about them, welcome them back to your website, etc., that will leave a lasting impression with them. Customer retention and new customer acquisitions are some of the most important things to keep your business thriving and relevant.
You might be wondering why remembering your customer, even if it’s the website that recognizes they have visited before, is so important. First of all, it makes the customer feel important. It shows that you are caring about them and the service they receive. Secondly, you’re creating a connection with your customer. If you’re meeting face to face, people like to feel as though they know the people that they are with. And thirdly, whether it is electronically or in person, it makes everything about the experience that much more personal.
So, here is what customers appreciate you knowing or doing:
- Personalization. Make the experience tailored to the specific customer and they will appreciate it more than you know.
- Names. If you remember the customer’s name it can make all the difference in the world.
- Simplifying. Simplify the process for websites, simple loyalty programs, great customer service, etc. The more you do the less the customer has to do and that’s what they want.
Do you have any great tips or stories on customer relations? Share below!
September 29, 2016
The world we live in is quickly moving away from things like snail mail, and as millennials move into the workforce it can be easy for them to overlook things such as the power of a handwritten note. While a handwritten note might not be as common of a gesture to see, it will send a positive message to your potential employer.
Sending handwritten notes are important for much more than just after an interview, though. They can be sent to potential clients, donors, loyal customers, etc. Not everyone is going to send a note, so it will set you out from the rest of the competition, no matter the setting. It means much more to the recipient than you may realize. A note can, and should, even be sent for things like birthdays, anniversaries or other special events.
It doesn’t need to be long or extensive, something short and simple will do the trick. Thank whoever it is for the interview, service, etc. and mention who are you are. You will be remembered and it shows that you really care about the opportunity at hand.
May 12, 2016
When it comes to clients, we have all figured out the best ways to communicate and behave with them. What’s not always so clear is how to stay in contact with the people who have decided that now is not the best time to work with you. When running your business it’s important that you always keep yourself in the back of these customers minds, so that when it is time for them to commit you will be in the forefront. It’s important to keep track of these people or companies, and strategize how to best market yourself to them. Here are 5 tips to help foster better relationships with your potential clients.
- Social Media Engagement. A great way to stay in contact with your potential clients is through social media. In a business relationship you should connect with them on LinkedIn. To encourage a more personal relationship, feel free to add them or promote yourself using other outlets such as Facebook and Twitter. Here’s a video on how connect through Facebook.
- Utilize Newsletters, Articles, and Blogs. Similar to social media, it’s important to show potential clients the type of work you do, what your expertise is in, and how your business is doing. A convenient and efficient way to do this is through the use of weekly or monthly newsletters or regular blog posts.
- Invite Them to Events. If you are hosting a business, social, or personal event for your clients, be sure to invite your prospective clients as well. This not only gives you an opportunity to talk with your prospective clients on a more personal level, but it also allows them to see the type of service and relationships you maintain with your clients.
- Make an Introduction. A great way to make a lasting impression is to think about who you may know that would be beneficial for the potential client to know as well. Maybe you had a conversation about how they wanted to expand an area of their business and you have a connect in that field. Introduce them! It will show them that you are already invested in their success.
- Check In and Be Responsive. Send them a small gift if you recently had a meeting, a holiday card if it’s that time of year, or a birthday card if you know it’s their birthday. Even simpler than that is making sure you are keeping up on your email and social media. Make sure to respond to comments, calls, or emails quickly, whether they be positive or negative.
The key to great client relationships is great communication. Keep these tips in the back of your mind as you foster your new relationships, and work to maintain old.
What are your tips for potential client relationships?