Sales Speak: Dancing with the Stars -- Client Retention

With myriad celebrity contestants, it's no wonder that fans tune in to Dancing with the Stars (DWTS). Though much of the broadcast is devoted to the stars' performances ' after all, keeping the audience and judges happy are major components of how contestants win ' the producers take the time to show rehearsals and other “behind-the-scenes” events.

For those focused on increasing sales and client retention, this popular show offers an important lesson: The work that you do behind the scenes is every bit as important as the time you spend in the spotlight. When you're working with clients, it is important to keep them happy and to remember to continue selling throughout the engagement.

As the economy has thinned businesses all around, often the first reaction may be to go into the marketplace full speed ahead, beef up the firm's sales team, and claw for new business. For others, the first reaction is to retrench and keep their heads down. But when you do expand your business development activities, be sure never to neglect what opportunities lay right at your feet ' existing clients.

Sources of New Business

Marketing survey after marketing survey reveal that most business comes from existing sources and recommendations from those sources. It's like the old song says about new friends and old friends: One is silver, the other is gold. The same goes for taking on new clients and retaining those already existing.

In the pursuit of more business development, neglecting to give stellar “Star” service to long-standing clients (and reminding them of such attention) is at your peril. Never take for granted the reliable client who remains steady, but may not necessarily be an immediate source for additional revenue generation.

Remember the power of a good recommendation, especially after a great “performance.” Lead-generating opportunities may arise from the client's other colleagues and non-competitive associations. Being on the receiving end of some old-fashioned, grassroots word-of-mouth endorsements is always good for you. But neglect the client and that opportunity might just pass you by.

Electronic Communication

Certainly, electronic communication like e-mail, texting, cell phones and so forth have all made it much easier to stay in touch with your clients. But if you believe that social media is the path to retaining clients and facilitating closing, you need to think again. Even on DWTS, only part of the score comes through electronic voting.

Clients will tell you that they value the one-on-one time that an in-person meeting provides. Sure, you can just click and open up a file without ever laying eyes on the sender. But to truly demonstrate your skill and ability in-person is the way to close.

A client recently said to me, “I closed that deal for my client six months ago; why hasn't she called me?” If my client really wanted to lock in more work from his client, he should have put a few more lunches or face-to-face meetings on the schedule. And he, and you, should always have something planned to talk about: Celebrate your clients' successes; ask them about their plans for next year's work; inquire about potential introductions or referrals they may be able to make.

E-mail has made our lives easier, but it is only one tool in the arsenal. It is not the only medium available. Do not forget about the good, old-fashioned meeting. There's still plenty of room in our high-tech world. And, that's why DWTS looks behind the stage.

Winning the Competition

Thinking about future sales is particularly important if the client you are working with needs only limited effort, especially if you see the potential for future business development opportunities. Here are some suggestions that will help you focus your client retention efforts to better ask for and ensure future sales:

Know what's working and what could be better. Each week, the DWTS contestants evaluate past performance and what needs to be improved. For attorneys on the hunt for new business, conduct regular client satisfaction visits or discussions to enhance your client retention opportunities.

Focus on more than just what you are doing now. Think about that next dance routine and what can be added to make a real impact. Lawyers who cross-sell other firm services are taking a solid approach to succeed.

Keep adding benefits to your services. Whether performing a service or conducting a client interview, keep notes on issues that you are spotting. Give your clients something extra by arranging to review these notes without charging a fee, of course.

Participate rather than just attend. The dance is a major part of the score; but the competitor's interviews and commentary add to their winning chances. Selling success requires you and others to attend and actively participate rather than just buying tables or offering sports or opera tickets. And while you are “dancing” around the floor at a client-sponsored fundraiser, don't forget to thank the client for inviting you to such a great event.

Conclusion

Remember, when it comes to client retention, clients are both the audience and the judges. The more that you prepare, the better your performance will be.

Allan Colman, a member of this newsletter's Board of Editors, is a Business Accelerator, Author and Speaker and CEO of the Closers Group. He may be reached at [email protected].

With myriad celebrity contestants, it's no wonder that fans tune in to Dancing with the Stars (DWTS). Though much of the broadcast is devoted to the stars' performances ' after all, keeping the audience and judges happy are major components of how contestants win ' the producers take the time to show rehearsals and other “behind-the-scenes” events.

For those focused on increasing sales and client retention, this popular show offers an important lesson: The work that you do behind the scenes is every bit as important as the time you spend in the spotlight. When you're working with clients, it is important to keep them happy and to remember to continue selling throughout the engagement.

As the economy has thinned businesses all around, often the first reaction may be to go into the marketplace full speed ahead, beef up the firm's sales team, and claw for new business. For others, the first reaction is to retrench and keep their heads down. But when you do expand your business development activities, be sure never to neglect what opportunities lay right at your feet ' existing clients.

Sources of New Business

Marketing survey after marketing survey reveal that most business comes from existing sources and recommendations from those sources. It's like the old song says about new friends and old friends: One is silver, the other is gold. The same goes for taking on new clients and retaining those already existing.

In the pursuit of more business development, neglecting to give stellar “Star” service to long-standing clients (and reminding them of such attention) is at your peril. Never take for granted the reliable client who remains steady, but may not necessarily be an immediate source for additional revenue generation.

Remember the power of a good recommendation, especially after a great “performance.” Lead-generating opportunities may arise from the client's other colleagues and non-competitive associations. Being on the receiving end of some old-fashioned, grassroots word-of-mouth endorsements is always good for you. But neglect the client and that opportunity might just pass you by.

Electronic Communication

Certainly, electronic communication like e-mail, texting, cell phones and so forth have all made it much easier to stay in touch with your clients. But if you believe that social media is the path to retaining clients and facilitating closing, you need to think again. Even on DWTS, only part of the score comes through electronic voting.

Clients will tell you that they value the one-on-one time that an in-person meeting provides. Sure, you can just click and open up a file without ever laying eyes on the sender. But to truly demonstrate your skill and ability in-person is the way to close.

A client recently said to me, “I closed that deal for my client six months ago; why hasn't she called me?” If my client really wanted to lock in more work from his client, he should have put a few more lunches or face-to-face meetings on the schedule. And he, and you, should always have something planned to talk about: Celebrate your clients' successes; ask them about their plans for next year's work; inquire about potential introductions or referrals they may be able to make.

E-mail has made our lives easier, but it is only one tool in the arsenal. It is not the only medium available. Do not forget about the good, old-fashioned meeting. There's still plenty of room in our high-tech world. And, that's why DWTS looks behind the stage.

Winning the Competition

Thinking about future sales is particularly important if the client you are working with needs only limited effort, especially if you see the potential for future business development opportunities. Here are some suggestions that will help you focus your client retention efforts to better ask for and ensure future sales:

Know what's working and what could be better. Each week, the DWTS contestants evaluate past performance and what needs to be improved. For attorneys on the hunt for new business, conduct regular client satisfaction visits or discussions to enhance your client retention opportunities.

Focus on more than just what you are doing now. Think about that next dance routine and what can be added to make a real impact. Lawyers who cross-sell other firm services are taking a solid approach to succeed.

Keep adding benefits to your services. Whether performing a service or conducting a client interview, keep notes on issues that you are spotting. Give your clients something extra by arranging to review these notes without charging a fee, of course.

Participate rather than just attend. The dance is a major part of the score; but the competitor's interviews and commentary add to their winning chances. Selling success requires you and others to attend and actively participate rather than just buying tables or offering sports or opera tickets. And while you are “dancing” around the floor at a client-sponsored fundraiser, don't forget to thank the client for inviting you to such a great event.

Conclusion

Remember, when it comes to client retention, clients are both the audience and the judges. The more that you prepare, the better your performance will be.

Allan Colman, a member of this newsletter's Board of Editors, is a Business Accelerator, Author and Speaker and CEO of the Closers Group. He may be reached at [email protected].