14 Ways to Keep the Loyalty When Times Are Tough February 05, 2009 Start increasing your external and internal client loyalty today, without spending a dime
By Andrea R. Nierenberg
Whether it is your external or internal clients, you must consistently think of increasing the loyalty factor if you're business is going to thrive. So when times are tough—and the engagement of these groups becomes even more critical to your bottom line—grasp the opportunity to develop a model to maintain the consistency of your relationship-building strategies.
1. Start off by taking an inventory of these people and their needs. What do they expect of you, and how do they arrive at these expectations? Then start acting to become a solution.
2. Be someone they enjoy working with. This is the time to tune up your best attitude and realize that we need to continue to be flexible. One-size does not fit all and we need to flex our own styles as we work with our clients and internal "clients" and colleagues.
3. Stay in touch with them via their preferred method of communication. Figure out a time log that works and reach out to them with ideas, interests and just to "stay in touch."
4. Ask their advice and feedback on how to do things better or with any products or services you provide.
5. Think strategically and help them find ways to do their work better and more effectively.
6. Do something that is "out of the box." Find ways to surprise them with things that you know will interest them. Do your homework. Sometimes, just by truly listening, you will learn so much about them.
7. Stay on their radar with both high-tech and low-tech touches.
8. Be dependable and reliable and let them know that if they need you at any time, you will be available. (People rarely, if ever, call people on their private time; yet sometimes just knowing you can makes a big difference.)
9. Show your appreciation for anything they have offered you—even a complaint. They are giving you a buying signal for the future and they deserve being thanked.
10.Make sure you know what the competition is up to and keep on top of it. You need this as part of your arsenal. When times are better and they are ready to buy, whom will they think of?? YOU!
11. Build a true foundation of trust by under-promising and over-delivering.
12. Put yourself in their shoes. Understand both their pressures and opportunities. Understand why they may hold back on their orders and still be right there with them to keep the loyalty. When times are better—they will remember you.
13. Keep these five basic expectations top-of-mind to your clients or internals:
• Rapport: Speak with them-and create synergy.
• Recognition: Make them feel important and do so with sincerity.
• Reliability: And do so consistently.
• Responsive: It is always important to get right back to someone, and in these times, it is even more important. Make sure you always get back with some reply. Never leave them hanging.
• Resolution: Everyone loves the phrase, "I'll take care of it." So say it, and then deliver.
14. Aim for share of wallet, share of market and share of heart and know that all of this takes time and patience especially in this economic market.
Editor's Note: Read all of the strategies and best practices from Incentive's Survival Guide at www.incentivemag.com/survivalguide. New articles daily!
Andrea R. Nierenberg is a best-selling author, world-renowned business authority and president of The Nierenberg Group, a business communications firm. www.nierenberggroup.com
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