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Establishing great rapport with clients is critical for understanding their needs and achieving the outcome that they are after, especially when it comes to specialist lending. Communications expert and thought leader Jane Anderson shares her top tips on how to build solid relationships with specialist clients.
I recently had a client who was moving from working in the health sector with great results for his clients, into the corporate sector. He had great positioning with the health sector and so he figured he could just do exactly the same thing he was doing and just go into the new market to create a new revenue stream.
The issue was that it didn’t work. He was struggling, losing time and it was starting to affect his other programs. His confidence went down and he felt like he would be safer to just focus on his previous market. This often happens with those who are establishing their businesses too, and according to Forbes, 90 per cent of start-ups fail.
It was Seth Godin, the author of 17 books who said that the people who will most likely buy from you are those people who know you. Forrester research also found that it takes 10 pieces of content before someone will buy from you. This is even more challenging when you’re trying to establish yourself or penetrate a new market.
Most of my clients don’t realise how hard they need to sell themselves to be able to penetrate a new market and be heard. In my experience, they almost need to double the marketing effort they’re undertaking to really get their audience’s attention. Only then can that audience be educated and nurtured to build a sales pipeline.
The challenge when accessing a new market, is to think about it like you’re starting all over again. Equally, if you’re just getting started there are so many activities you can undertake, so I recommend looking at the following aspects of your plan:
- Familiarise the market with you: To do this you have to get visible. The old saying goes “you can’t sell a secret”, so look for ways to stand out to your ideal customer. Bring all your personality and credibility to the table rather than just add to the noise. People buy from people and they buy from people who they know, like and trust.
- Define the problems and fears the new market has: Just trying to sell your solution removes trust. The audience wants to know if you really understand their world. Do you get them? This will speak to the heart of their world, what keeps them up at night and how what you can do will solve that. Don’t leave it up to them to imagine how what you do will help them.
- Capture your social proof as early as you can: Testimonials, recommendations and client lists are all things that will help your market feel reassured that you know what you’re doing. If you’re just getting started do some work pro bono or at a reduced rate to help build your social proof. Ensure you thank those who do this for you. These are worth their weight in gold for accessing new markets or getting established. I often send flowers, gift vouchers, wine and gold class vouchers. Even better if you know more about your clients to send very personalised gifts.
- Referrals matter: Who do you already know who is in this market? Who do your current clients know? Reach out and ask those who already know you. If you’re doing a great job they will be more than happy to help. If you don’t ask you simply don’t get. And remember if they do refer you, ensure you show huge gratitude.
- Talk: the more people who see you speaking the better. The essence of you and who you are will shine though when you speak to people. There are so many formats to do this now from Facebook live, to speaking at your local Chamber of Commerce events, video blogs. Video gets cut-through and with the average person receiving more noise in their inboxes and sitting on social media for 2 hours per day you need to get their attention. The Institute for the Future has identified one of the key skills for the future is being able to communicate via videos. So, get your mobile phone out and just get started! Don’t wait for it to be perfect, the more real the better!
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