If you want to turn your customers or members into loyal clients and not be viewed as a commodity, add value and build relationships. Let me tell you about Pete, our financial advisor. One of the main reasons he earned our business is he was the only one offering quarterly client review meetings to review our portfolio.
While we can meet in person, we prefer to do them efficiently by phone in a 30-45 minute call. Without fail his office proactively calls us each quarter to set up our review meeting. As a result we feel he genuinely is interested in our business and on top of things. So we continue to give him our investment business, referrals and remain loyal.
Another strategy is to educate your customers or members and position yourself as a partner and a resource. For example, a community bank recently contacted me to speak at their customer appreciation and education event. They are planning to invite many of their business customers to a special half-day event with a nice breakfast, a local economist, a sports figure and me. This added-value strategy will pay off in the future with expanded relationships and referrals.
Brainstorm with your team all the ways you can educate your customers or members. What information can you share to help them in their life or business? For example, a staffing firm may provide a salary survey or tips on interviewing. A hospital or doctor can offer ideas on staying healthy. You can offer an ezine just like the one you're reading now or do your own teleseminar. The key is to stay in touch periodically.
So in summary:
- Offer to do client review meetings
- Host an appreciation event with education
- Provide helpful information periodically
