“If people like you, they will listen to you. But if they trust you, they’ll do business with you” - Zig Ziglar
The Three Essential Elements To Get & Keep Clients
Winning customers and clients over is an ongoing process; you can’t simply please them once, then forget entirely about their needs. In order to keep a client happy for life, and spreading recommendations by word of mouth, your effort must go beyond the basics. Build a strong and lasting business and customer relationship by applying the fundamental factor of marketing : the know you, like you, trust you (KLT) factor. In fact, business relationships are built along the same premises as the personal relationships you have carefully fostered over the years. Growth or degeneration of all relationships depend upon the same three “know, like, trust” elements previously mentioned.
The “Know, Like, Trust” element of marketing sounds like common sense, but it is much tougher to implement - a truly “easier said than done” circumstance. The tendency for marketing professionals to focus on the surface requirements of spreading awareness is not effective in the long run. Real, successful marketing campaigns effectively transition from the getting to know stage into the deeper stages of forming a business relationship with clients and customers- the trust and like stage. Getting the word out about a business (the “get to know”) only scratches the surface when building lasting, beneficial relationships. The latter should be the focus of any good marketing professional. After all, people are more likely to invest time in someone and trust spending money if they feel as if they know the company or person, and ultimately like them.
How to Get People to Want to Do Business With You
Get Them To Know You
In order to be recognized by potential clients, marketing yourself is necessary. This type of marketing is not to be considered the same as “selling yourself”. The first step is to get your audience to KNOW that you exist; only once they are aware of your company can you begin to explain why they should care. Network, use social media, blog, write press releases, and use a mailing list to create initial awareness amongst your target groups. The most effective marketing strategies let your prospective clients realize that you have experience and knowledge that can help them. If you can offer potential clients ideas and services of actual value, then their interest will be piqued and they will seek to learn more about you and your business.
Get Them To Like You
This element answers your potential clients’ questions like “Do I like you?” and “Do I like what you have to say?” It is not too hard to understand that the majority of people do not want to deal with someone they do not like. In fact, people tend to avoid those they dislike altogether. Most people will work agreeably and get along with other people who are kind, reasonable, and not overly pushy or “salesy”. It is hard to find someone who unpleasant to others but good at his trade that continues to get quality clients and work. In marketing, word of mouth and recommendations is crucial to spreading the word about your business and gaining new clients. After all, it goes back to trust, and people trust the word and opinion of their colleagues and friends over nice looking websites.
If you already have gained awareness, it is important to bridge the gap from getting potential clients to getting them to like you and your services. Give them the opportunity to like you and stand out from the competition by being considerate of their time, always following-up, doing more than required, being honest and clear in communication, and always giving your best. By doing the best job you can in a respectful and transparent manner, there is no reason your business relationship won’t flourish -Â and you will gain new clients along the way from pleased clients and satisfied testimonials.
It is essential to keep in mind that business relationships are still interactions between people, and your clients are people with thoughts, opinions, and feelings too. It is important to keep in constant contact and keep lines of communication open. Once the first contact has been established, continue to reach out and share information that you think they would find helpful. This shows the client that you care about their continued success, and that you are honest with offering them education that they never necessarily asked for. Continue to value to your clients, and they will continue to view you as a useful and necessary aspect of their business development. By touching bases regularly, referring them, and going above and beyond what they ask of you, your clients will grow to both like and respect you- ultimately increasing the mutual value of the relationship.
Get Them To Trust You
The final aspect of the KLT factor may be the most important to building all relationships of life- building and strengthening trust. In all aspects of life, trust is earned by staying true to your word. The same applies in the world of business. If you stick to your word, deliver, and do what you said you would do, you will most certainly have earned your client’s trust. In turn, your efforts will be rewarded as satisfied clients will give your business positive testimonials and refer you to other colleagues, friends, and industry insiders. If you were honest and open, continually gave your clients valuable education and ideas, and did your best while making it look simple - your clients will have complete trust in your ability. People regard others and their expertise with esteem once you have built their trust. Once clients trust you, they will feel comfortable putting their needs in your hands, and they will give you more freedom in your campaigns and methods. The most powerful tool of all is trust, as this final stage in building a valuable relationship is the key to gathering new clients while maintaining the old groups.