It’s rewarding to get new clients and even more rewarding when those clients stick around for years. You can get into the kind of easy flow and communication that makes work smoother for everyone involved. However, you shouldn’t put those long-time clients on autopilot. They still want fresh ideas and proof that you care about their success.
A post on the Visualize blog says that long-time client relationships aren’t built on a single transaction but sustained over time by providing value and staying engaged. In this issue of PromoPro Daily, we share tips from the post on how to keep adding value over the long run.
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Stay informed on their industry. The post points out that clients expect their sales partners to understand their world. This means keeping up with their industry trends, regulatory changes and market shifts. Staying informed helps you have smart discussions and provide relevant insight.
Personalize your communication. It’s hard to build meaningful relationships if you send the same emails to everyone. Instead, the post recommends tailoring your outreach based on what’s happening in their business. Reference a recent press release, comment on a key challenge in their industry or follow up with a suggestion based on a previous conversation.
Be proactive, not reactive. In other words, anticipate your clients’ needs. Don’t wait for them to reach out to you with questions. If you know they would find an article or report interesting, share it along with a quick note on why it made you think of them. Or, if a new challenge arises in their field, offer suggestions before they even ask.
Connect the dots. Great sales professionals don’t just offer their own solutions, the post says, but they help clients navigate their entire ecosystem. Introduce them to useful contacts, recommend complementary tools or strategies and position yourself as someone who is invested in their overall success.
Keep educating yourself. The best salespeople are lifelong learners, the post says. Stay updated on sales strategies, communication techniques and industry best practices. The more you invest in your own knowledge, the more value you can bring to your clients.
When you’ve worked with a client for years, don’t take that relationship for granted. Look for ways to keep showing up for them and stay interested in what’s going on in their business. That’s how you can go from just being their merch provider to truly adding value.
Compiled by Audrey Sellers
Source: A blog post from the Visualize team, which includes experts in sales management and consulting.
