Other Issues Related to Clients

This concludes our 3-part series on issues related to clients

Your business depends on your clients. You know that, but how well do you know your clients. We mentioned in our last post that client loyalty depends on relationships more than price or service. Many wonder how to develop relationships in today’s virtual world.

While many businesses depend on the Internet to receive, process, and collect on orders, most do not. Most do not and even most of those that do, still sell more based on relationships. The ability to anticipate, retain, and relate with your clients will increase revenues significantly.

Anticipate Your Client’s Needs

Several years ago, I visited the Temecula Oil Company. I bought 5 bars of olive oil based soap. Almost six months later—the week before I opened the last bar of soap. I received an email from Temecula Oil Company. They asked if I enjoyed the quality of their soap.

They astounded me when they mentioned that we should be using the last bar and asked if we wanted to order more soap online. The email also suggested 4-5 other items (not the whole catalogue). They understood their product enough to anticipate when I would run out. I bought 6 bars of soap plus a bottle of balsamic olive oil. They accurately repeated the process every 5-6 months for the past three years.

Practice Restraint and Do Not Overdo It

Too much contact irritates clients. Practice restraint in your communications. Too many businesses overdo their communications. For example:

• 1 organization sent me 6 emails in two days advertising just 2 events
• 2 real estate agents from different agencies send us the same newsletter each month

• 3 clothes companies each send my wife a catalogue a week—she throws them away

In addition to the frequency of contacts, be careful about the complexity or length of messages. I received 3 email in the past 3 weeks that were so long and so complicated that I could not comprehend the message. Short messages that they can read—and click through—without opening, may win appreciation and sales.