Sales Speak: Client Reviews

What improvements or changes would they make in service? Allowing your clients to provide feedback and constructive criticism might be tough to take in, but it will give you keen insight into your performance.

How would they define their ideal professional, including characteristics they find important? Identifying a client's ideal professional will help you to better match up your personnel to the project. For instance, if the client is looking to match a particular work style to his or hers, you can match an ideal candidate from your firm to create a better working environment.

Any changes in internal structure will likely affect day-to-day operations on either side ' within your firm and at the client's company ' so determining their preferred point of contact and modus operandi is a great place to start. And remember, while client evaluation is a great tool for retaining clients, it's also an excellent way to approach the relationship with new and prospective clients. When you get to the closing zone, asking what the client needs, prefers and wishes will improve sales techniques and business development skills.

Taking a Long View

Creating a successful roadmap for clients takes not only a closer look at the past, but also a clear examination of the challenges facing the company right now and in the immediate future. Whether it's a new, prospective, or existing client, discovering and understanding the company's challenges is key to developing a successful strategy with all possibilities considered.

Reassessing an existing client's direction and potential hurdles improves client retention rates and shows dedication and commitment to success and service. A preliminary assessment of challenges for new and prospective clients is a great business development technique that helps align your firm's sales efforts with the company's marketing goals.

During the research and discovery process, there are a number of items that you must address with the client:

• The company's strategic direction now and in five years;
• The challenges and obstacles the client thinks are in the way of its goals;
• Any uncertainties or recent changes in the company that could impact the future;
• Any competitor or industry concerns; and
• Any new products or services that will affect business.

Secure That New Business

Gathering this knowledge will help you and your client effectively map out the future, aware of the challenges you may face. Assessing all the possibilities will improve your selling skills, your closing skills, and client retention. While the background research you have conducted will help you while you're in the closing zone, engaging with your clients about challenges ahead will ultimately secure your business relationship and future work.

Allan Colman, a member of this newsletter's Board of Editors and CEO of the Closers Group, is a business development executive, keynote speaker and marketing adviser. Reach him at 310-225-3904 or [email protected]. Website: www.closersgroup.com.

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In today's economy, ensuring lasting relationships with clients is key to staying afloat and managing the ups and downs of the market. One way to improve client retention is by conducting periodic client reviews to assess your firm's performance and re-evaluate the client's needs. Moving forward, there are questions you should ask your client ' or your prospect ' to win new business.

When discussing your client's preferences, needs and wishes, there are a few particulars you should touch upon to ensure success:

What is the most beneficial service your business is currently providing? Understanding what services your clients benefit from or appreciate the most is a great way to gauge your performance. For example, whichever service they credit as being most beneficial provides a great model for how you should be performing all your services. Looking deeper into the professionals and processes behind the service will help your firm replicate that success.

What improvements or changes would they make in service? Allowing your clients to provide feedback and constructive criticism might be tough to take in, but it will give you keen insight into your performance.

How would they define their ideal professional, including characteristics they find important? Identifying a client's ideal professional will help you to better match up your personnel to the project. For instance, if the client is looking to match a particular work style to his or hers, you can match an ideal candidate from your firm to create a better working environment.

Any changes in internal structure will likely affect day-to-day operations on either side ' within your firm and at the client's company ' so determining their preferred point of contact and modus operandi is a great place to start. And remember, while client evaluation is a great tool for retaining clients, it's also an excellent way to approach the relationship with new and prospective clients. When you get to the closing zone, asking what the client needs, prefers and wishes will improve sales techniques and business development skills.

Taking a Long View

Creating a successful roadmap for clients takes not only a closer look at the past, but also a clear examination of the challenges facing the company right now and in the immediate future. Whether it's a new, prospective, or existing client, discovering and understanding the company's challenges is key to developing a successful strategy with all possibilities considered.

Reassessing an existing client's direction and potential hurdles improves client retention rates and shows dedication and commitment to success and service. A preliminary assessment of challenges for new and prospective clients is a great business development technique that helps align your firm's sales efforts with the company's marketing goals.

During the research and discovery process, there are a number of items that you must address with the client:

• The company's strategic direction now and in five years;
• The challenges and obstacles the client thinks are in the way of its goals;
• Any uncertainties or recent changes in the company that could impact the future;
• Any competitor or industry concerns; and
• Any new products or services that will affect business.

Secure That New Business

Gathering this knowledge will help you and your client effectively map out the future, aware of the challenges you may face. Assessing all the possibilities will improve your selling skills, your closing skills, and client retention. While the background research you have conducted will help you while you're in the closing zone, engaging with your clients about challenges ahead will ultimately secure your business relationship and future work.

Allan Colman, a member of this newsletter's Board of Editors and CEO of the Closers Group, is a business development executive, keynote speaker and marketing adviser. Reach him at 310-225-3904 or [email protected]. Website: www.closersgroup.com.

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