It's interesting, then, that most firms pay substantially more attention to winning new clients than taking care of their current ones. If you doubt that conclusion, consider these questions: How much of your strategic plan is devoted to improving business development compared to improving client care? Do you have a sales process, but not a relationship building process? Which receives more of your training budget? Or more discussion in staff meetings?
Obviously, there's nothing wrong with giving emphasis to business development. In fact, most firms could stand to give it more. But let's not overlook the fact that the best way to grow your business is usually through existing client relationships. Are you taking steps to make those relationships stronger? Here are five suggestions to do just that:
1. Create a client relationship building process. You probably have a few individuals in your firm who are skilled at nurturing strong client relationships. And some who aren't. Therein lies the problem—a crucial function that's left to individual competency and initiative. You don't manage projects that way; there are standard procedures to ensure some measure of consistency. In fact there are many less critical activities in your firm that have been defined as a repeatable process.
So why not an approach for building client relationships? Of course, there are interpersonal dynamics in relationships that are not easily programed. But if marriages can be strengthened by applying generic tips from a book or conference, such improvements can certainly be realized with clients. The key is to define certain elements of relationship building that lend themselves to being replicated across the organization. Here's how to get started:
- Identify common traits among your best client relationships
- Determine the steps that were taken to build those relationships
- Develop a relationship building process based on your assessment
- Pilot this process with a few clients with growth potential
To delight clients and win their loyalty, you need to know how they like to be served. Over time this becomes clearer, but you may not make it that far. How much better to simply ask what the client's expectations are up front, as well as to share what you'd like from the client in return to make the relationship stronger? This is a practice I call "service benchmarking," and you may find my Client Service Planner helpful in this regard.
3. Increase client touches. These are simply the direct and indirect interactions you have with clients. Too often these touches are limited to times of necessity. This is the project manager who only calls when there's a problem. Or the principal who is out of sight until the next RFP approaches. Clients notice. Perhaps the biggest complaint I've heard in the many client interviews I've conducted is the failure of A/E firms to communicate proactively.
What are some ways to increase client touches? Consider the following:
- Invite the client to your project kickoff meeting
- Send monthly project status reports
- Share internal project meeting minutes and action items
- Call to discuss issues before they become problems
- Send articles, papers, reports,and tools of interest to the client
About 1 in 4 firms in this business formally solicit client feedback, and reportedly only about 5 percent do it regularly. So there's a tremendous opportunity for you to distinguish your firm with your clients. Here are some tips for getting effective feedback:
- Have someone not directly involved in the project do this
- Mix both discussions and a standard questionnaire
- Talk to multiple parties in the client organization if possible
- Be sure to follow up promptly to any concerns identified
Offer whatever support you can to further ensure the project's success. But you also want to demonstrate your interest in the client's success outside the project. Provide helpful information and advice, in person, over the phone, and digitally (as part of your content marketing effort). The time between projects (assuming you've won the client's trust to do another project together) can be a productive relationship building time, because it's often unexpected. Having met the client's expectations during the project, this is another chance to exceed them.