In the fourth of a five-part series of articles based on advice from UK government-funded advisory body Businesslink, we look at ways that small companies can sustain a client roster when competing against big brands. PART FOUR: GROWING RELATIONSHIPS.
Winning business from large companies and organizations is a considerable investment in both time and effort. Once that business is won, it’s imperative that you nurture the relationship to ensure it thrives and grows.
Keep in touch with new and existing clients
Once you’ve established a good relationship with the client, stay in touch. Remain aware of changes in their business and how these may affect you. Ensure that the client can always contact someone within your company who understands the client’s business intimately. Personally introduce a trusted colleague to the client as back up if you are unavailable.
Update your client knowledge
Keep your research up to date – ensure you know how the client’s business sector is changing or evolving, and what your rivals are doing at any given moment. Seek new opportunities with the client, and discuss these with the client.
Never give business away to clients
Protect your intellectual property and take legal advice on contracts. Request confidentiality from clients when appropriate – a reputable business will view this as professional and correct. Remember: never give your business away.
Don’t appear desperate to clients
Be flexible, but beware of offering things you can't deliver. Getting and keeping the business is crucially important, but don't give the impression you are willing to resort to desperate measures. Be prepared to bin a contract that overstretches your resources, or is too vague – it’s not worth placing your company at risk for any client, at any price.
Keep your client business balanced
A massive contract with one large client can actually be a threat to your business, rather than an opportunity: too many eggs…
Aim to spread your business between several larger clients, and don't neglect smaller clients in favour of larger ones. Remember, one way to end up with important client accounts is to work with the smaller ones from the outset, and remain with them as they grow.
Related posts
How to win against big brands # 1
How to win against big brands # 2
How to win against big brands # 3
How to win against big brands # 5
How to Win against big brands # 4
1 Sep 2009
Planet Client is the only online editorial resource dedicated to giving small to medium sized enterprises a deeper understanding of how to win clients, retain clients and understand clients.
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