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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.
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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:
