The Human Side of Business
Getting to know your client isn’t necessarily as easy as it sounds. Although this is a fundamental step when bringing a new client onboard, if overlooked by assumptions, it can be the cause of lack of positive results. At the end of the day, it’s your responsibility to know who your client is and have a deep understanding of what their goals are.
Sure, there is a lot of data available that can tell you a few things about your client, but you will only discover so much. It pays off to dig a little deeper and personally get to know your client, their niche, and their wants.
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The Essentials (Really, these are essential)
Don’t Assume You Know Your Client
One of the most common things people do is make assumptions about their target audience. It’s really easy to do this mainly if you’ve worked with other clients in the same industry. If you want to provide an intelligent marketing strategy, you should remove all assumptions.
Business is constantly evolving, and what worked last year, may not work this year. It’s imperative that you use recent data about your clients’ audience to develop winning strategies for your clients. By releasing yourself of general assumptions, you will be able to provide your client with world-class customer experience.
Learn Your Client’s Business Through Research Before Meeting With Them
The first meeting you have with your client should never be the first time you’re gathering information about their business. Research their type of business, their previous clients, their competition, and their affiliates.
When you meet with clients, you’ll have intelligent feedback, and you’ll have a much more confident stance throughout the meeting. You will look and sound like the pro that you are and win their trust. You will also show that you care about their business and their needs just as much as them.
Get to know who their competition is and what is great about them. You will be diving into their world and prove to understand your target audience’s needs. You don’t need to pull an all-nighter and become an expert, but you do need to know enough to show them you genuinely care. When your client sees how relevant and up-to-date your knowledge is about their business, the easier it is for them to open up to you and trust that you are the right person for the job.
Data Driven Research
Data driven research is the best way to learn your clients! Through the use of Google Analytics, you can build better relationships with your clients like never before. You can analyze your target audience by looking at behavior reports related to your website. You can learn their highest interests, what content they like the most, what age group is the majority of your target audience from, and more.
Learning when your clients visit your site can also benefit you! By knowing when your clients visit your site the most, you can determine when is the best time to post! You can advertise specifically to your audience online and give them content that resonates with them the most.
Relationships Last…If You Let Them!
The Mission Continues After The Kick-Off
After you’ve had your initial kick-off meeting with your clients and you’ve gotten to know them and their business pretty well, you’re still not done getting to know them. A great way to keep building the relationship and continue learning about them is by utilizing feedback software.
There will be times where both of you are busy, and you’re not always reaching out. That doesn’t mean you can’t keep in touch. Sending out brief surveys can keep you guys in communication, and you can see how they are feeling about your performance, as well as, how their business is doing.
If there is any room for improvement (which usually there always is), this is a great way to avoid any feelings of dissatisfaction from your client. You can quickly turn any negative feedback into a positive review before it turns into something more serious.
Getting to know your client before, during the initial consultation, and throughout the time you’re doing business together ensures a healthy relationship, builds and establishes trust, and creates a loyal, long-term client. The more knowledgeable and engaged you are the more you prove to your client that their business matters to you as much as it does to them. That right there is priceless for anyone hiring you.
The Big Picture
Getting to know your clients isn’t necessarily as easy as it sounds. Although this is a fundamental step when bringing a new client onboard, if overlooked by assumptions, it can be the cause of a lack of positive results. At the end of the day, it’s your responsibility to know who your client is and have a deep understanding of what their goals are. Sure, there is a lot of data available that can tell you a few things about your client, but you will only discover so much. It pays off to dig a little deeper and personally get to know your client, their niche, and their wants.
We would love to hear from you, the reader! What are some tips you can share with us about getting to know your clients? You can message us here or email us at firstname.lastname@example.org