B2B clients have more options than ever. They’re doing a lot of research online. They’re not afraid to switch vendors if the relationship isn’t going well. They’re data driven.
But even with all the new technology and data available it remains important to foster a positive relationship.
Your clients want to know that you care about them. They want to know that you have their best interest as a top priority.
It’s not always easy to show this even if it’s true. Here are some suggestions for making sure your clients are feeling the love from you.
1. Congratulate Them
Create a Google Alert for their brand name. When alerted to something positive for their brand like an award or achievement reach out with a personal note.
2. Recommend Them
Everybody says they’ll recommend partners and customers when the opportunity arises, but few actually follow through and do it. Make it part of your normal business practice to identify what each of your clients does and have someone in charge of finding ways to promote their business as a way to help them grow.
3. Review Them
On Google Maps, on LinkedIn, on whatever review site or channel makes sense. Perhaps a restaurant review site or local business review site. Every business loves getting reviews, but they don’t always like asking for them. You can show a little love by providing an honest, specific review based on your experience.
4. Ask Personal Questions
Obviously you don’t want to pry too deep into personal relationships and things like that. Businesses might do business with other businesses, but it’s still the people that work together. People appreciate when you show concern for them. Ask them questions about their life, both work and personal. Learn about what they’re struggling with. Just provide an ear for them to have and provide your full attention.
5. Curate Helpful Content
Lots of business leaders like to read about industry trends and insight, but they don’t always have time to find the content. As a vendor, you can offer some extra value by curating this type of content and sending it to your clients. You can send it individually for each client or you could create a type of newsletter. Monthly is probably a good frequency.
6. Find Discounts
If you’re not trying to find a discount for your service for your clients then you can bet your competition is. Make it part of your operation to always be looking to find a way to give your clients value and the best deal possible. What client wouldn’t love for a vendor to come to them with a proposal that lowers their fee while still providing the same (or perhaps more) value?
7. Remember Special Days
Birthdays, anniversaries, holidays, etc. All the usual ones that most people celebrate and also try to find some specific ones. Like the anniversary of the contract you first signed with the client or the day you first started working with a new contact or your contact’s first day on the job.
You could send a physical note, but even sending a quick text message or email can really stand out in the business world. But it still makes people feel good.
8. Really Dig Into Their Business
In B2B, it can be really tricky to really get to know your clients. The companies that go the extra mile to really learn their clients’ businesses usually find the most success. Obviously there is an initial learning phase, but make it your priority to followup throughout the engagement to learn more about the business. Ask about the history. Ask for demos. Ask for all kinds of insight and keep asking.
9. Offer Free Services
Is there something that you do without really thinking about it? Something you sometimes give clients that you don’t charge for?
I remember when I was working in the corporate world an SEO company was working with us. After a few months of working together they sent over a SWOT analysis of our website. They didn’t provide website design services. They just wanted to learn more about us and provide some extra value.
It really stood out.
10. Positive Feedback
People don’t get enough positive feedback. Just about all of us like hearing it, though. Pay it forward in your business relationships. Reach out to your clients and let them know how much you like working with them. Tell them how professional they are with their communication. Tell them how funny they are. Things like that.
Conclusion
B2B client relations hinge on the value of the long-term relationship. If you’re not working to provide value, even with intangibles, you’re in danger of losing clients. Go the extra mile and make these suggestions part of your operations for client success. A little can go a long way to improving loyalty and retention.
