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.
Nicole Bates, Managing Director, shares sales strategies and solutions for your hospitality business.
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