Timing is Everything

We have all had those experiences where we were at the right place at the right time and secured a new client. And of course, we have also experienced the reverse. Where we thought we were in the right place with the right person only to find out they were not the decision maker. Time and opportunity lost.

How do we make sure we are where we need to be and with who we need to be? If I had the definitive answer to that, I would probably be retired on a beach somewhere. However, I do feel some of my experience owning a business for 29 years has taught me some valuable lessons.

Are Clients Always Buying?

My first observation is that you will never always know when someone is ready to buy. Sometimes it is a matter of luck. But most of the time it is a matter of patience and perseverance. Staying top of mind.

Granted, some clients are organized, plan out their full year marketing programs and move forward on a schedule. I don’t know about you, but most of those are not my clients. Otherwise, they wouldn’t be calling on a regular basis with rush production situations. No matter how often I try to work with varying clients to get them on a schedule, there are still new situations that pop up.

Covid-19 was definitely one of those situations. Some clients disappeared while others needed our help more than ever. And in ways we hadn’t work with them before.

Out of Sight, Out of Mind

It is one of the primary reasons I always recommend you stay in front of clients regularly. Out of sight out of mind. And when has it been more evident than over the past twelve months. No walking the halls at clients and popping my head in to say hello. No catching them at an event and stopping at their table to give my regards. And no Chamber or other community meetings where I might see them and be able to interact.

So, what are we all doing to stay top of mind today? I am calling at least 18 clients every week. I know some people that are calling 100 each week. I guess they are more disciplined than I am or their clients do not talk as much as mine (or me). Hopefully, you have been staying in touch. But at the same token, I haven’t spoken to everyone. There will always be people that you haven’t done business with in a while that fall through the cracks.

Understand Your Clients Business

I had that happen last week. An old client called to see if we were still in business. Ouch! I responded of course, but it made me realize I need to go deeper into my client database. Luckily, she picked up the phone and called otherwise, the project would have gone to someone else. How many others have already gone somewhere else?

And what about prospective clients? How do you know when they buy? Of course, there are standard situations when they may buy that vary by industry. Make sure you are checking online (google the industry calendar), are LinkedIn to their corporate site, are following their website and have researched them thoroughly. It will help you stay in touch with relevant events and programs to make appropriate suggestions.

Be Their Partner, Not JUST another Vendor

That leads to my second observation. Be proactive!

We all love it when a client calls with a big project. But what about all those calls you may not be receiving. Where the project is going to someone else. Sometimes that will happen no matter what you do. However, if you stay on top of their business and industry you can provide suggestions for upcoming recognition events, anniversaries, new product introductions and more without being asked. Let your client know that you are interested in their business.

I was speaking with a new client the other day and indicated they needed to think of me as a partner in their business. That I hated being called a vendor. I feel I have as much at stake for their success as they do. One of my goals is to make them a star in their organization.

Take a Vest Interested

Think about it, if the business or program fails, so do you. Take a vested interest in your clients. It is so much harder to fire a partner than a vendor. Even harder to forget a partner.

Because I am a partner to my clients many have been with us more than ten years. I still have my very first client from 29 years ago (and they have gone through many management and personnel changes over the years). Why? They all know they can count on us.

Any Client Can Leave at Any Time

My third observation is not to get too confident in your partner position with your clients. As the pandemic has shown, situations change. Your key client may leave, new management may come on-board or a business may decide to bring services in-house.

If I have deep connections within a client I am not concerned when someone leaves (most of the time). Because they typically take us with them to their new company while we continue with the existing company. I had two clients from two different companies move to the same business during the pandemic. And guess what? The new company became a client because they recommended us. And how did I know they were moving? Well, one told me as we had worked together a long time, the other I saw it on LinkedIn.

However, I have also had several of my key clients leave a company, take us with them, but the new people coming in have their “own” people.

So, the point is, do NOT take any client for granted. Ever. Budgets may change, people may change, but your goal is to make sure that they never want to make a change away from you. And being a partner helps you maintain that position.

Follow-up, Follow-up, Follow-up

And my final observation is to always follow up. I am constantly surprised to hear that this not a normal part of many business operations. They send out quotes or presentations or even have a meeting and never follow up. Or if they do, it’s weeks or even months later. You are not being a pest. You are not being pushy. You are being professional. Personally, I like to think I am being pleasantly persistent! Send a note with the quote again, call and leave a message, send another quote for a new idea, but continue to follow up. Most clients or prospects will respond, even if it does take time.

I hope these observations serve as a reminder of some of the things you used to do. Or, maybe it will help you add a new process or two to your daily schedule. Either way, I know that during this time, I’ve found that being reminded of some of the basics has helped me get my groove back. I hope you feel the same.