By Maureen Legg, Account Executive
Communicating Value
No one ever likes losing a customer or client, especially
when they leave for the wrong reasons or never share any of their doubt or discontent
about your product or service. We often mistake no news for good news, but many
people actually prefer the door to the daunting prospect of sharing their
discontent.
Sharing their discontent with you, that is. They have no
problem sharing with all their colleagues.
This problem is more common among consumers of services than
actual products. With a physical product, if something doesn’t perform as a customer
expected, they can return or exchange it. Consulting services, like those we
provide at (W)right On Communications, require more proactive communication
with clients to increase their understanding of the work product and value of
the outcomes. And whether you’re in the communications consulting field or a
seller of world-class widgets, the following five communication steps can
increase client satisfaction and build client loyalty.
The Plan’s the Thing
As a service provider, it is important to establish upfront
a client’s needs and expectations and how you plan to meet (and hopefully
exceed!) them. Agreeing on a well-defined set of goals and objectives makes
evaluation of your services turnkey. Documenting this communication in a plan
of action keeps everyone on the same page.
Don’t Stop Thinkin’
About Tomorrow
With a plan in place, you can grow your relationship with
your client by bringing to their attention relevant current events and new
ideas that could impact their business. This is a value-added service you can
provide that demonstrates what you bring to their team. If your contribution
becomes an action item that requires amendments to the original plan, advise your
client of the financial implications upfront.
Just Do It
One of the biggest benefits you can bring to the party is
the ability to get things done. Find ways to solve problems apart from relying
on the client for an assist. And meeting deadlines is a must. Lingering
projects for any reason lead to apathy about your value and a lack confidence
in your ability.
Making Dollars Make
Sense
When a client complains about the bill, it means they are
not fully aware of all the benefits they are receiving from you so they don’t
understand the value. It’s up to you to continually communicate the benefits of
your service. That can take the form of regular progress reports with
measurable metrics (you can even send this with the bill). Periodically meeting
with your client to review the bills gives them a chance to ask questions and
for you to describe the value-added services that are often not reflected on
the bill. This also gives your client the opportunity to clarify what kind of
outcomes they are expecting so that there is no miscommunication.
Three Little Words
Checking in with your client from time to time is the
easiest way to diffuse percolating issues. Simply asking, “How’s it going?” can
initiate a meaningful dialogue that leads to good will (maybe even an accolade
or two) or course corrections in advance of a crisis situation.
In a digital world, it’s easy to think we’re having
conversations because we’re communicating with one another. But there’s no
substitute for being in the moment with a live, back and forth, give and take
conversation with real-time facial expressions and tangible emotional
engagement.
And remember – it’s cheaper to keep a client than to find a
new one. Beyond lost revenue, you’ve just cost yourself the time and resources
to cultivate new business.
