A complete guide to successful client management

Winning a new client is always a reason to celebrate, but the hard work isn’t over yet: Now they’re on board, you need to make sure they have a pleasant trip, or they’ll jump off sooner than you can say ‘pass the champagne.’

While keeping all your clients should be a priority, keeping things peachy isn’t just about retention. You want to do more than just satisfy them… you want to delight them. Happy clients are your own personal cheerleaders: They’ll sing your praises and give your reputation a big boost. They’re also easier to work with and more likely to throw more projects your way. So how do you go about impressing everyone who walks through your doors?

It’s a combination of attitudes, processes, and tools that, when combined, help you meet or exceed your client’s expectations. Here’s everything you need to know.

What is client management?

Client management is all about making sure the working relationship between a business and its customers is healthy. This includes making sure the customer is satisfied, knowing their needs, delivering on time, communicating well, and anticipating their needs. The ultimate goal is to boost customer satisfaction, maintain a good relationship, and — ultimately — keep the partnership going.

What does a client manager do?

A client manager is usually the intermediary between the project lead and the client themselves. They focus on the needs of both the client and the business — it’s a balancing act between making sure the customer is happy and ensuring the business relationship remains profitable.

Their role includes plenty of planning, relationship-building, and coordination. They also need to have good chemistry with the client.

Why is client management important?

Clients are the lifeblood of your business. They’re the reason your business exists. The ultimate goal is to keep the relationship going, but client management is about so much more than that: Satisfied customers are likely to buy more products or services.

Repeat selling is more effective than searching for new business because you spend fewer resources on marketing, leaving you free to focus on building up the relationship. Meanwhile, loyal, happy customers are way more likely to promote you to others via good online reviews or word-of-mouth recommendations — which keeps your reputation strong and could bring in even more customers. In fact, building strong relationships with your customers can be a key part of your sales strategy.

Key elements of client management

Client management is built on three key principles: transparency, communication, and alignment. Let’s take a closer look at what each of these means.

1. Alignment

Everything you do needs to align with the client’s objectives. If they’re in a rush to receive an app from your developers and you start talking to them about a website that isn’t needed until next year, there’s going to be a clash. Think about what your clients need, what their concerns are, what they’re most excited about, and what they value most. If you can directly answer these needs, everyone will leave the meeting smiling.

2. Communication

No one likes being left in the dark, and clients are no different. Think about the way you want your clients to see you, then do everything you can to support that image. On the flip side, if you don’t tell a

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