Are your Customers Loyal?

Most businesses grow by adding new products that existing clients will want or introducing a product to a new customer. Growing by gaining new customers is typically harder because in most cases they are already buying something comparable from someone else. So, to grow we must convince new customers that we are a better alternative.

I just hired a new account manager to handle an area about 2 hours north of where I am now. Not completely virgin territory as I had an account manager handle some of that region in the past. But it’s close to an untouched business area for us.

Can you be Trusted with Their Brand?

Yesterday we spent time researching all the businesses in the area that fit our criteria and discussed our plan of attack. This account manager has been in sales his whole career but is new to our industry so he’s got to learn a lot to show these businesses they can trust him with their brand.

And I do believe that’s the key. Building trust. Building a relationship. I don’t want to be a vendor for anyone. I want to be their partner. I truly feel their pain when a job doesn’t go as smoothly as we’d like, and I feel their joy when it exceeds their expectations. We want them to get the best possible Return on Investment (ROI) that they can for every program we develop.

Do Clients Appreciate Your Efforts when Things go Wrong?

Recently we had an issue with an order where the manufacturer sent it COD in error. It was 4 pallets and the cost substantial. Plus, I had already paid for it!! My client of course refused the shipment as they weren’t going to cut them a check on the spot. And they were furious. They needed the materials immediately. We jumped through many hoops and had them delivered the following day. And requested a letter of apology from the manufacturer.

Most of our clients understand that mistakes happen. This was a simple human error. Someone checked the wrong box. Now, we’ve only been working with this client about 9 months, but we’ve pulled off some amazing rush deliveries. But instead of understanding we were told, “we’re dropping you to the bottom of our vendor list”. What?

Are you a Vendor or Partner?

In all my years I’ve never heard of such a thing. Maybe it’s happened to us and I didn’t know it, but I’ve never been told for no fault of our own that our efforts weren’t appreciated. I told the account manager that we are obviously doing something wrong for them because they were treating us like a vendor not a partner.

We are not order-takers. We work very hard to understand our client’s objectives, mission and goals. And work hard to over-achieve for them at every turn. We are winning our way back into this particular client’s graces but I see it as a learning opportunity for us and especially our new team member.

How do you build trust with people that don’t know you? For us, I am hopeful that our reputation for being a creative, reliable resource for more than 25 years will help. But what else? How do you establish trust quickly?

My new account manager obviously wants to make sales quickly. He wants to start establishing those relationships that will last.

First, I explained that we need to meet with the companies and determine what they are missing in their current vendor relationship. And I do ask that question. What do you like least about the company you work with now? The answers vary widely. Some say nothing. Others will give a long list of issues they’ve had.

How do You Build a Lasting Relationship?

I also ask what they like the most about the company they currently work with. This also gives us insight into how they like to work with their vendors. Again, the insight is quite helpful in how we move forward.

As we all know, everyone is different. Some people like to see you in person on a regular basis, some want you to email, others want texts. Finding out a client’s preference for all aspects of their business goes a long way to developing a lasting relationship.

We gain a lot of business by asking these questions. Because we find out what makes them happy and what frustrates them. The underlying key is communication. I can’t begin to explain how many times that potential clients complain that they have to “chase” their current vendor for pricing, proofs and deliveries. Really? How is that possible? But it seems very common.

Do you Go the Extra Mile?

Building trust and customer loyalty begins with being there when they need you. Reaching out, going the extra mile.

A couple of weeks ago we had another vendor miss an update to a delivery address. The client had asked it to be changed to a local hotel where they were having an event. It was a super rush job and our decorator in his haste to complete the job missed it. He shipped it to their office. Well, their office was closed because of this event. We notified UPS to leave the package. They didn’t. But they did say they would deliver again for us that afternoon.

So off I went to sit at their office to wait for the UPS truck. Unfortunately, the second attempt wasn’t made and after waiting a few hours I left their office building and the shirts missed their event.

It’s Nice to be Appreciated

This morning I got a great note from the client thanking me and my team for working so hard to try to make it happen. She understood the hoops we went through to try and deliver the shirts for her event. And she said Thank You! She also said she looked forward to working with us again. It was only our second order with them. Even though it didn’t happen, she recognized our commitment to being a partner with them. Not a vendor.