We very much know it’s easier to keep existing clients than to create new ones. Account management is a sales process. Building relationships with your clients develops them into return customers. If there is one key point you take away from this article, verbalise to your client their value. Ensure they know you appreciate and value their business and opportunities. In addition to the appreciation conversation, here are four examples of thoughtful account management, setting you up for repeat business opportunities.
Personalise a card after your last site visit, sales appointment, conference or event and send it the old fashion way via the post. This is just a simple gesture with no strings attached. It demonstrates genuine thought and appreciation for their time and business.
Think outside the box of gift giving at Christmas and end of year celebrations. What about a new year, new us, new business gift? Good luck for the start of the event season if you’re an industry supplier. Send a survival package to your client one week prior to an event date or personally deliver a bottle of French Champagne to your bride. Be bold. Stand out.
Chill some wine, prepare a cheese plate. Make a signature cocktail. Invite your client into the showroom or office for some drinks and nibbles, or meet them in the city, close to their work and invite them and a friend to join you and others for a casual after work drink.
EDMs or newsletters, still hold their purpose, but why not create an EDM just for your new business clients or just your account clients, that becomes an interest piece? You might be a venue with an amazing city view, send your clients an image of your view at 7.30 am on a Monday morning, to put a smile on their face. Create a monthly competition, hide a product in an image, whoever guesses first, send them a voucher, a bottle of wine, something that shows you have more interest than just their event.
All of these activities show the client you’re more than just the event. You’re about the longevity of the business relationship.
Perfecting a strategic sales process is crucial to your long-term business growth. Well timed and thought-out practices are vital to closing the sale. Asking the right questions from the very beginning will position your business positively.
From the initial enquiry, be clear and thoughtful and you will be laying the ground work for not only the current sale but also for future opportunities. Be sure you are asking the right questions, ascertain exactly what the potential customer wants.
It’s all in the details. If you do not have an enquiry form to complete when you engage with your client, YOU NEED ONE. Conversion Management can help. Contact our office today. We will send you the ideal enquiry sheet. Completing this form for all enquiries, guides you through the required information including referral, budgets, history, venue, location and markets.
Once you have entered the data correctly into your CRM system, add an activity, a trace or a calendar reminder to call two days after. Why? To ensure your potential client received the quote in the first place. What if your initial proposal is lost in cyber space? A follow up call can set you aside from your competitors as well as create a significant memory in the mind of your client. Use this call to solidify your want for their business. Ask your client, ‘when can I call again to see the progress on your decision?’
Be Bold. Stand Out
What is your ultimate dollar amount that your business is excited about? Is it a $2k function or $10k job or a $120k conference with accommodation? As a team, define this number, it is your conversion number. If you have an enquiry that has this value, stand out from your competitors and be bold. Personally deliver the quote after you have emailed. Drop in to your client’s reception with your signature gift and beautifully presented quotation. Do not interrupt their day, simply drop and return to the office. This really shows your intentions and offers a personalised approach, which is the service their guests can expect for their future event.
If you are unsure of your sales process or have no clear processes, speak to our team at Conversion Management. Simple changes can offer opportunities.
Nicole Bates, Managing Director, shares sales strategies and solutions for your hospitality business.
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