smart sessions building ongoing business relationships +44 (0) 1926 859 060 helping the client to...
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SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
helping the client to come back to us
Building Ongoing Business Relationships
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
style
fast paced overview hints and tips slides on-line short exercises discussions
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
topics
Understanding client politics
Key elements for ongoing service
How to deal with disagreements
Keeping the client: continual added value
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
Understanding Client Politics
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
politics
Client politics rules their decisions Work out the political ambitions of the
key stakeholders Figure out ways to help them with their
political ambition Keep & regularly review a register of
stakeholders, their personality type and their political ambition
Political Ambitions:
•status•security•power•collaboration•expertise
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
roles within the client
Decision Maker Decision Influencer Knowledge Expert Pressure Group
a Client Communication Plan will target all relevant groups to give themthe information they need to carry out their role
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
Key Elements for Ongoing Service
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
elements of excellent service
logic emotionculture
relations
imagedelivery
product
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
left brain issues
culture
relations
imagedelivery
product
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
product and delivery
What is our product? Do we provide what the customer wants? Are our products easy to understand? Do we deliver
on time? complete products?
Do customers know when on-time is? Is it easy to get from order to delivery? Do we deliver the product they need when we
said we would?
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
right brain issues
culture
relations
imagedelivery
product
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
relationship and image
Who knows who? Do they like us? What stories circulate about us? Where do they get information about us? What information would we like them to have? Who do we need to know? What is our Exposure / Communication plan?
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
How to Deal with Disagreements
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
difficult conversations
use this method if the customer is upset and is being EMOTIONAL
Listen Empathise Apologise Action Follow Up
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
Keeping the Client
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
the PIE effect
60
10
30
performanceimage
exposure
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
some examples
1. Insurance Broker: direct correlation between length of phone calls and sales
2. Marketing Services Agency: doubled size of 2 main accounts in 2 years by switching all meetings to clients’ offices
3. Construction company: bid success rate correlated to pre-bid consultancy time
4. Public Relations Company: created largest piece of business by employing someone to network
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
communication
Communication Plans should include:
•review meetings•client satisfaction surveys•product announcements•new team member introductions•innovation / added value contribution
the biggest complaint of customers is ‘poor communication’
by this, they don’t mean they want more transmission of information.
they means they want to be listened to and understood
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
50 excuses for contact31. I have some documentation on the latest trends in the market, would you be
interested?32. Would you like me to arrange a visit to our offices so you can meet the team?33. Another of our clients was asking me about xyz so I thought I’d ask your views34. We’d like to send birthday cards to each of your team members this year
would that be OK?35. We are holding a fun competition to see how much our clients know about us,
would you be interested?36. I am passing by next week, fancy a coffee?37. There is this great show in London, I know you are an xyz enthusiast, would
you like to go?38. We are canvassing clients to see if they would be interested in a corporate
event in (motorsport, golf etc), would you be interested?39. We would like to produce a quarterly newsletter for your segment of industry,
would that be useful for you?40. We hope to run a focus group in the next 3 months about our service levels,
would you be interested in attending?41. Several of our customers are getting together to talk to us about the way they
see the next few years panning out, would you like to attend?42. We would like to introduce you to other areas of the business, I know you
personally are very busy, who do you suggest I talk to?43. We want to develop our product range and wondered if you had any views44. We are looking for a partner to co-run an event45. We want to produce an introductory CD for our graduates about your industry
sector46. I am producing a set of case studies would you be prepared to be one of them?47. I read this fantastic book and thought of you48. I understand you are into xyz hobby and I wondered if I could pick your brains49. Do you know anyone in your team who is into xyz or has been to abc, I would
love to pick their brains50. I would like to arrange a bowling / xyz competition between my team and your
team, are you up for it?
1. I read this news item and thought of you2. I have this joke for you3. I received this email funny and thought of you4. I wanted you to know what happened to so and so in the office5. There’s a program on TV you might be interested in6. I attended a conference and wanted to send you this booklet7. I have this web site url for you8. Could I ask you for your advice9. Could I ask you for a reference10. Could you give me some personal help11. I have some ideas on products / service improvement12. I wondered if I could ask you some questions on another part of your company13. I know someone who wants to work in your industry and wondered if you had any
views on job prospects14. I have some research that has been done with another client15. Could you recommend a guest speaker16. We are having a Christmas meal17. Would you like to come to the theatre18. We are holding some free briefings19. I wondered if I could chat with you about our performance20. We are happy to let your grads come to our office21. I wondered about your views on our complaint handling22. I have some financing options which I wondered whether I could discuss with you23. I am offering free toolkit, e.g. risk mgmt strategy24. Can we use u as a case study I was just reading xyz and I thought of you25. We are conducting a survey and I wondered if I could quickly ask you ….26. I’d like to improve our communication with you, could I just pick your brains?27. I have some information on the industry which may be useful, should I send it to
you or another member of the team?28. We are holding an event for clients, are you interested? 29. I’d like to do more forward planning for you, could we meet and discuss?30. We are developing a range of support literature to help you in your presentations
to the board, could we meet and discuss?
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
keeping the customer: ongoing innovation
typical ranking criteria are cost £, cost people, time, permanence, perception, quick hit, extra problems generated & maintenance
produce development plan
prioritise ideas for action
assess ideas based on chosen criteria
document customer's main aspirations
generate a high volume of non-critiqued ideas
choose innovation intervention point
make sure you prioritise quick hits and remember Pareto 80/20
if you don’t know, have you asked?
use creativity techniques
SMART Sessions
Building Ongoing Business Relationshipswww.goodfoot.co.uk+44 (0) 1926 859 060
Building Ongoing Business Relationships
Thank You
www.goodfoot.co.uk/downloads/prodrive.aspx
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