CLIENT NURTURING
By Jim Cecil
Like plants, like children, like pets, like friends and lovers ...
all living things respond to pampering. And predictably
enough, those deprived, wither.
"I'm the kind of person who is frequently at a loss for words." That's the way a caller opened our conversation last week. He said, "Expressing my feelings has never been easy for me, and the experiences of the past few weeks reminded me of how important communicating with my people and my customers is. It also highlighted how seldom I actually do anything about it. Here's the question, Jim. How do you know what to say? How do you come up with the reasons to stay in touch?"
That's a great question. And just staying in touch can be risky if you don't pay close attention. The easiest way to decide when and how to touch customers is to think with a farming metaphor. Whether cultivating friends, family, employees, customers or partners, certain laws--immutable since time began--rule all living things. These simple, ancient laws of nature provide clear guides to appropriate behavior toward our customers.
Like plants, like children, like pets, like friends and lovers ... all living things respond to pampering. And predictably enough, those deprived, wither.
"Unto all things,
there is a season."
Any general business downturn feels like winter. As we enter winter, there is much work yet to be done. It's time to clean, cultivate, protect, repair, rest. It is also the season when we say and give thanks. The Thanksgiving holiday affords a wonderful time and purpose to touch customers. Whether in a brief, hand-written, heartfelt thank-you note, in a beautiful, expensive Thanksgiving card or just an e-mail acknowledging the feeling of the season, it's a perfect time to nurture.
Here are seven simple ways in which agents can hug a customer, express appropriate feelings and make a contact that counts. Begin with your 20 best customers.
1. Say thank you.
Just sit down and write someone a personal note this morning. Say how much you appreciate the business. Express how important their loyalty and support has been to your success. Outline what you are planning for the future to make you of even greater, tangible value to them. Let them know you are there for them. One of our clients gave permission to share that "reassurance letter."
Dear George:
We have all suffered from the events of the past year and the past weeks. Your country and mine--your business and mine--your family and employees and mine.
Some of our customers are suffering far more than others from the current economic condition of fear, uncertainly and doubt, and that is why I wanted to write you personally this morning.
Your loyalty and business support over the years have meant a lot to all of us here at ________. During times of crises, friends help friends, and I want you to know that every employee of this company--including me--has committed to do everything in our power to assist you should you need our help in any way.
2. Send a nice gift--talk is cheap.
It doesn't take five minutes online to order an orchid at 1-800-flowers.com, maybe send some Godiva Chocolate, or present a "Customer of the Year" award. If you really want to "knock their socks off," surprise them every month with a "fresh-fruit thank-you" by visiting FreshSuccess.com.
3. Invite them to something.
Hire a good speaker, plan an event that provides value and says thanks as well. Call it "Turnaround Tactics." Conduct an executive briefing, a breakfast meeting, a webinar.
4. Intentionally inspire them.
Send them a hot book or an inexpensive book summary. Choose a bestseller on their issues and write a personal inscription on the inside cover.
5. Make a phone call.
Write a script to use as a guide. Determine your purpose, questions and outcomes.
6. Do them a favor.
* Find a pain--study it--use Lexus Nexus level research--provide your findings as an offer or an outright gift.
* Lend a hand--put a member of your staff on site to help in tough times.
* Give them a referral--offer to host a "rolodex party." Find a good lead for them among your contacts.
* Write a testimonial for them. Make it real, personal and sincere.
7. Ask them for their opinion.
* Short surveys
* Product presentations
* Focus group dinner
* Demo/trial
* Beta site
Summary
President Franklin Roosevelt said, "It sometimes takes a crisis to find out who your friends are." Take this opportunity to truly nurture your critical relationships and demonstrate your deeply held values. Get proactive. Reach out and touch some of your critical constituencies. Consider customers in crisis as the springtime. Time to sow new seeds, nurture new life and cultivate old friends.
It's never too late to demonstrate the fact that you really do care. It's never too late to take the first step to providing greater customer value. Remember Mark Twain's quote, "When you need a friend, it's too late to make one." *
The author
Insurance marketing resource Jim Cecil helps insurance execs use technology to nurture customers. For a free copy of Jim's booklet, "A Cure for the Common Cold Call," visit his Web site (www.nurturemarketing.com).
