Communicate value, build loyalty, and drive more referrals

In his excellent "Marketing Tip" newsletter this week, Richard Weylman makes the critical point that our clients often don't recognize our value, even when it's staring them in the face.  They may not realize all of the complex and time-consuming work going on behind the scenes on their behalf, or they may be so wrapped up in their own lives that they just don't take time to think about how much you're doing for them.

There's the rub: getting clients to recognize your value is job one if you want them to refer you.  Weylman suggests these small but effective methods to communicate your value and build client loyalty:

• Publish an organizational flow chart (who does what).
• Conduct monthly service calls and select a process or outcome highlight.
• During face-to-face reviews: review services, processes, and product applications. Be pithy, powerful, persuasive and curious.

You can see the common thread in these techniques--they serve to make your process and team more transparent to your clients.  Don't be afraid to let them see firsthand how hard you work for them, and don't hesitate to tell them--with grace and subtlety, of course--just how much value you really provide.

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Comments

[Sean Bailey]

This is a good point. It's really important to remember that once you've got a client, the need to market to them doesn't end--it is just beginning.

If your not reinforcing the value you're delivering, you're setting yourself up to be taken for granted. And that means your clients will be vulnerable to hearing from your competitors.