Duh! Ministry of the bleeding obvious – “a strong client relationship is important to the services sale”
Everyone knows that it’s more comfortable, to buy from someone you know and trust and its not without its benefits. However it’s easy to overestimate the power of those relationships, especially when it comes to selling services. The days of clients automatically handing work to their favourites are long gone my friend! Even a long, long client relationship doesn’t earn you a free pass, and neither should it!
Overestimating the influence of a client relationship can lead to complacency and a severe lack of drive and determination you used to start that relationship. Maybe the client returns your calls immediately and gives you an audience whenever you like. However, that level of access should encourage you to work even harder to make an impact. Some service providers check in with their top clients and use the time for informal conversations about the client’s issues. If you’re not ready to give your client two or three items of value for everything they share with you, that relationship will eventually die a death.
Think about the first three meetings you had with your best client. I bet that you prepared with intensity and looked for ways to bring original ideas your client could use. That’s the behaviour that got your relationship moving, and that’s what will nurture it. Remember, the value of the relationship to the client lies in your ability to integrate your past experiences and your creativity to generate insightful guidance. Assume that the client holds you to a higher standard of performance than a new competitor, and you’ll keep the relationship vibrant. Building relationships of mutual respect with clients gives any service provider an edge—if you take care of the relationship. But relationships only carry you so far. They may open doors for you, but don’t assume that past client relationships will also close future sales.
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