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BUILDING CLIENT RELATIONSHIPS

Denise Walker FIRP & Emma McDonnellwww.absolutelybusiness.co.uk www.highfielduk.co.uk

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About us Denise Walker

27 years in recruitment as consultant, manager, owner, MD, coach and trainerHelps SME owner-managers grow their businessesSpecialises in ‘operationalizing’ strategic plans; employee engagement; leadership & management development; NEDWorked with 200+ businesses in 10 years, including c50 start-ups

Emma McDonnell18 years in recruitment – a CAREER recruiter!Managing Director of Highfield Human Solutions, Non Exec Director of Beringer Tame, Owner of EvM Consulting LtdSpecialises in Talent Management strategies, exec search, assessment & development programmes, business developmentLoves her job(s) but loves her family more!

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Stage 1: Start client relationships

The customer lifecycle£ Sales

‘Courtship’ Introduction

‘Engagement’ Growth

‘Honeymoon’ Maturity

‘Wedlock’ Saturation

Decline Deadlock & ‘Divorce’?

1st Contact 1st Order

1st Order 2nd ChoiceSupplier

1st choice supplierRepetition starts

Take each other for granted and use of other suppliers

Divorce or rekindle customer interest!

?

?

Rekindle desire?

Aim to build advocacy & partnerships

5. True partner

4. Advocate

3. Supporter

2. Client

1. Justanothercustomer

Starting the relationship

Know your target audiences

Do your research

Build your brand in their world

Be different

The candidate as ambassador

Get TALKING

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Stage 2: Develop client relationships

7

88

Avoid being an ‘average’ performer…

MarketsExisting New

Products

Existing

New

Source: Cranfield/Kellock Survey 1997 - David Molian, BGP Cranfield University

Business

Development

(45%)

Market (25%)

Development

Product

Development

(25%)

Diversification

(5%)

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…Instead be a lemon-squeezer – and stick to the knitting!

MarketsExisting New

Products

Existing

New

Business

Development

88%

Market

Development

Product

Development

Diversification

3i / Cranfield Super League

65% Cranfield/K Smith Champions

1010

Ask yourself some “squeezing” questions…

Do your existing customers and people like them really understand everything you have to offer them?

Do you really understand them?

Do you reach them via all available channels?

Do you plan for the lifetime of these clients?

Reproduced with kind permission of David Molian, BGP Cranfield

Proactively Manage Accounts

Leader-ship

Client relation-ship mgt

Business develop-

ment

Supply chain mgt

Govern-ance

Ask for feedback to create opportunities

1.Two-way feedback / review of performance:

Relevant KPIs (if not already agreed, get them set up)Business fulfilmentService levels (what went well; what could have been done better; how do we compare with other suppliers)Issues

2.Update on client’s situation

As per first meeting

3.Update on client’s strategic plans

As per first meetingAlso ask: How could we help/bespoke our service for you to help attain these plans? What more would you like us to do for you?

4.Update on usOur strategic plansAdditional/new servicesAdded value subjects (legislative updates, market trends etc.)Updates/remind client of our business, divisions, staff etc.Next steps

Work as a team on client accounts

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Stage 3: Evolve client relationships

Building client relationships for better profits

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Don’t rest on your laurels

STAR QUESTION MARK

CASH COW DOG

L

H

L

MARKET

GROWTH

MARKET SHAREH

Boston Matrix

Continue to build advocacy & partnerships

5. True partner

4. Advocate

3. Supporter

2. Client

1. Justanothercustomer

Why we lose customers

Supplierindifference

Product dissatisfaction

Lower price

Develop newfriendship

Relocation

Death

68%

14%

9%

5%

3%

1%

Source: McKinsey Analysis

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Use KPIs to measure, manage & maximise

Make them work for you, your people and your businessUse ratios to ensure qualityUse numbers to ensure quantityKeep them simpleKeep them relevant

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BUILDING CLIENT RELATIONSHIPS

Denise Walker FIRP & Emma McDonnellwww.absolutelybusiness.co.uk www.highfielduk.co.uk