The Buys that Bind
I It is important to bond with your prospects and clients because it creates a relationship that is deep and meaningful. By bonding with your customers, you build a relationship with them that is one of more than just business. It is one based on mutual respect.
Creating a bond with your clients assures them that you are capable
of meeting their needs, which builds a long lasting and fruitful
relationship. The more you bond with a client, the more loyal they
become and the more they come to depend on you and your business.
Something as simple as a monthly thought, an inspirational message,
a weekly newsletter, a thank you card, a holiday or birthday greeting,
a photo album of an event or even an invitation to a seminar can
help you bond with your prospects and clients. It is the most effective
way to create an emotional bond with your customers, build deep
loyalty, and create a niche for yourself.
Business advisors understand the importance of establishing a personal
bond with a client; that it creates a long lasting, beneficial relationship.
Clients and prospects rely mainly on their initial assessments about
a business. Providing a feeling of security, comfort, respect and
trust, builds a strong emotional bond with your clients and gives
them a strong sense of attachment and loyalty.
Emotional factors such as trust and a good business rapport are
significant in bonding; these factors grow more important as the
relationship between owner and client progresses. It is important
to nurture your relationship from the start. Here are a few tips
that will help you bond with your customers.
Cultivate personal relationships
Cultivating a personal relationship refers to creating and maintaining
long term personal bonds with clients. According to recent studies:
- Clients consider their relationship with their advisors or consultants to be four times more important than their investment performance.
- Eighty seven percent of clients fired their advisors because of a poor relationship.
- Ninety-six percent of clients, who fired their advisors said
they were actually ‘happy’ with their investments.
Take time out to show your appreciation
Many people think that only golf games and personal lunches are important in building client bonds, this is not the case. Client appreciation can be as simple as sending a holiday or greeting card, or a short thank you note. Take time out from your busy schedule to call your client for an update on their pleasure with your product or service. This goes a long way in nurturing the client-owner relationship.
Communicate personally as well as professionally
The importance of personal communication in a relationship with a client is similar to that of a marriage. If you are only going to talk about professional matters, your relationship is doomed. Communicating with clients on a more personal level and learning about a client’s life can help build a lasting bond. This kind of a relationship ensures a stronger connection between you and your client, and guarantees long term client loyalty.
Keeping it real
Every business should keep an open relationship with their clients. No extravagant praise and no falsehood should be given, clients can see right through that. By being honest, open and upfront you can build a solid link with your client. Remember that a greeting card or personally signed thank you note lets a client know you are there and available, thus building a strong emotional bond.
Remember, in the eyes of a client, your relationship is more important
than a portfolio performance. By bonding with a client emotionally
you are able to cultivate a much stronger relationship and ensure
lasting loyalty.
