Years ago, most business was done face to face. You offered a service or product that someone wanted, built up trust in your community, and people chose to do business with you. Communication was easy – there were personal touch points built straight into the system. Today, however, things have changed considerably. We now do business with people across the country and around the world, and we take in more information than we ever would have imagined possible. One thing hasn’t changed, though: client communication remains as vital as it ever was.
In order to build strong relationships with our clients and prospects, we need to make sure that our communication is consistent and strong. However, these touch points are no longer automatic; and to keep that communication going, we need to be intentional about building those touch points in.
If we want to keep that communication consistent, we need systems we can rely on. Here are some ways you can build them!
Evaluate Your Current Client Communications
Calendar in some time to sit down and honestly evaluate your current client communications. Look at them objectively – are you taking every opportunity to build trust and confidence with your client base?
This all starts with your onboarding process. The way you bring on a new client will set the tone for your entire working relationship with them.
- Do you fully lay out the process for them so they understand your methods, timelines, and who to contact in various situations?
- Have you defined specific touch points for updates or follow up – say, weekly or biweekly, or at specific points in your client journey?
- Does your entire team know and use the same structure for communication, or does everyone sort of “wing it?”
This was one of the first systems I put in place when I first launched Upleveling Your Business 3 ½ years ago; as we’ve grown, however, I realized that the original systems I put in place were no longer enough. Several months ago, I sat down with members of my team to evaluate where we could improve, and we put a plan in action. Over time, we have tracked and continually refined this plan, and it’s made a huge difference.
Simply taking the time to take an honest look at your communication structure can help you pinpoint where your team is doing well and where you could use some improvement. This is the first step of the journey! Sometimes, little things that you can improve will come to light; other times, you’ll find huge gaps in your client communication that you’ll then have the ability to fix. Either way, this exercise will only benefit your business!
Identify Client Dropoff Points
Do you notice clients dropping off at various points in their customer journey? This can be a sign that communication isn’t as strong as it could be.
Internally, you might have solid, effective systems for handling your clients’ needs. Your team may be on top of every detail. If your client isn’t aware of this, however, they may start to feel like you’re ignoring them or like they’re not making forward movement, even if your team is working diligently on their account.
Years ago, when I owned my law firm, I realized how important it was to keep my clients updated at each step in their case, even if that update was to confirm that paperwork was filed and we were waiting for a response. Although each step of the process was clear to my legal and administrative teams, my clients didn’t know all the logistics that went into handling their case. They didn’t see all the work we were doing on their behalf. They simply wanted to know that we were on top of it.
Today, I own a business coaching firm, helping small business owners grow profitable, systems-based companies. My team and I help them navigate the journey of entrepreneurship, supporting them through the ups and downs. My clients are incredibly busy, pulled in a million directions, and looking for unique solutions to the challenges they face. Communication is essential.
If we notice clients starting to drop off at specific points, one of the first things we look at is whether we are communicating clearly with them. If we have helped them solve their pain points and they’re just ready to move on, awesome! But if they feel unsupported for any reason, that’s something we need to address. Identifying those drop off points gives us the chance to fix the issue.
Take a look at your own business and clients. Do you notice people dropping off or presenting complaints at specific times? How can you close that gap and provide stronger communication? (Tip: get your team involved – they may have ideas you hadn’t thought of!)
Consider Different Forms of Communication
The good thing about today’s fast-paced, technology-driven world is that we have more ways to connect with our clients than ever. The trick is to find the methods of communication they prefer!
You can pick and choose from
- Newsletters
- Texting
- Direct messaging
- Phone call
- Zoom
- Video
- Social media (profile or group)
- Online community (like Circle or Heartbeat)
- Snail mail (yes, it’s still good for some things!)
- Client portal
Often, the methods you choose will be based on your clients’ demographics and preferences. Do you serve an older demographic? They may prefer in-person contact like direct mail and telephone calls. Are your clients younger or more tech-savvy? They will probably prefer online, in the moment communications. Do they have incredibly busy schedules? Choose methods that they can easily adapt to, no matter where they are or what their calendar for the day looks like.
Don’t be afraid to ask your clients what they prefer and to test new methods from time to time. Your clients will be happy to tell you what they need, and knowing that you’re taking the time to better meet their needs will build trust.
Ultimately, it’s important to realize that building your client communication systems is not a “once and done” task. (If it was, we would all still be using fax machines!) As technology changes, as your business evolves, and as your clients grow, you’ll find that changes need to be made – and that’s ok. Keep these tips handy and continually look for ways to improve how you connect with your clients!