Energise Clients, Win Business

by Gina Danford and Jacob Aldridge

Even in a healthy business environment, we must at least meet our clients'
expectations to survive. In all but the most bull markets, to truly thrive we need
to do a little more - a little extra.

You may be familiar with the mantra that we need to 'under promise and over deliver'. It's an easy way to remember this concept, but only as a headline - after all, what happens when we 'under promise' to the point where we lose clients? Or if we 'over deliver' and the client starts thinking that's our new promise! To begin with, therefore, we need to identify the expectations our clients and potential clients may have of us.

Defining Standards and Extras

At the start of your relationship, the client needs to understand what the 'standard' service is and what an 'extra' is. The standard is what the client definitely expects from your relationship, such as a smooth process or responses within a certain timeframe. If you deliver the standard then you have met their expectations.

The extra is a level of service above and beyond what is promised or expected. If you provide an extra, the client views it as a bonus and feels valued. Obviously, clients who feel valued will come back more often, and are more likely to refer other clients to your organisation. So how can you easily implement a system with those outcomes?

Firstly, standards have to be met. If, for whatever reason, you don’t deliver on what the client expects, they will feel negatively about your brand. Extras won't help - you must rectify this situation to meet the standard first (How would you feel if your accountant failed to lodge your tax return, but gave you a bottle of wine to show you were a valued client?).

Once the baseline has been met, you can exceed expectations, but you have to make it clear you are delivering an extra. If you aren't clear with your communication, the client may begin believing the extra is a new part of your standard service (We all do it - have you ever been disappointed your mechanic didn’t wash your car, even though you never asked?). Confusing extras for standards means the positive uplift is minimsed, and - worse still - when the extra goes away, the client feels you're failing to meet their expectations!

Extras also have to be valued by the client, and in this regard a personally meaningful extra is far more important than an expensive one. Extras could be as simple as remembering your client's favourite bottle of wine and giving her a bottle unexpectedly. There are endless extras to offer your clients - some are listed below, but see these as a guide to help uncover and remember what is personal and valuable to your clients.

Types of Extras

Familiar Extras

Branded gifts, corporate events, gift certificates, even Christmas cards: these are among the most common extras in Australian businesses, but by being common they can easily be viewed as standards, are readily copied by competitors, and it's hard to truly personalise them. Worse still, from a business perspective, many of these familiar extras are actually more expensive, for less return, than providing clients with the personal touch.

Hidden Gems

External referrals, personal introductions, targeted events, specific gifts: beginning the process of providing extras can take a few more minutes, but the benefits last. If you know your clients well, ask yourself what other service providers might be of use to them professionally (a great bookkeeper), or personally (an expert stylist)? What events can you host that could encompass more than just your business' expertise? What articles have you read recently that your client may also enjoy reading?

Easy Extras

You should also read our article on listening to your customers, not just discussing their business needs. Seek to learn more about them as individuals. Thank them for their custom. When you listen, you learn, and you build a relationship. For many people right now, that’s a meaningful extra.

Show your clients you value the relationship by delivering meaningful extras. You will create a memorable experience that exceeds expectations, builds loyalty, and helps grow your business well into the future.

Shirlaws delivers internal leadership training sessions on Customer Service, Client Management, and Improving Client Profitability, as well as business coaching projects to support the strategy and implementation of these priorities. As a complimentary extra for you, any of our coaches will be delighted to discuss with you how you can determine whether these options are important for your business today. Contact Shirlaws for more information.

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