{"id":120620,"date":"2024-01-06t16:00:30","date_gmt":"2024-01-06t21:00:30","guid":{"rendered":"\/\/www.g005e.com\/?p=120620"},"modified":"2024-09-01t14:48:42","modified_gmt":"2024-09-01t18:48:42","slug":"how-hard-do-you-work-to-keep-your-clients","status":"publish","type":"post","link":"\/\/www.g005e.com\/2024\/01\/06\/how-hard-do-you-work-to-keep-your-clients\/","title":{"rendered":"how hard do you work to keep your clients?"},"content":{"rendered":"

\"woman<\/strong><\/p>\n

keep your clients out of the competitive pool.<\/strong><\/p>\n

by bruce marcus<\/i>
\nprofessional services marketing 3.0<\/i><\/a><\/p>\n

editor\u2019s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert\u2019s evergreen work, which retains wisdom for the present.<\/i><\/p>\n

the conventional wisdom is that getting a new client costs more than keeping an old one. and for once, the conventional wisdom is correct.<\/p>\n

yet, many professionals too readily take clients for granted. or don\u2019t look for opportunities to increase revenues from perfectly satisfied clients.<\/p>\n

then there\u2019s the classic story of the client who went to another firm for a particular service. \u201cwhy didn\u2019t you come to me for that service?\u201d<\/p>\n

\u201cbecause i didn\u2019t know you did it.\u201d it happens too often.<\/p>\n

some firms have full-scale client retention programs. some firms simply have a philosophy about clients \u2013 a point of view that says that new business is terrific, but \u201cour business is built on our existing clients.\u201d<\/p>\n

and on the other hand, some firms don\u2019t seem to grasp the dynamic of client service. there\u2019s the story about the guy whose wife was suing him for divorce. \u201cjudge, he never tells me that he loves me.\u201d and he answers, \u201ci told you i love you when i married you. it holds good till i revoke it.\u201d<\/p>\n

the reality is that this new world is competitive in ways that it\u2019s never been before. ask your clients how many times they\u2019ve been approached by your competitors, and pursued aggressively. and then ask yourself if you can continue to be sanguine about keeping your clients happy, on a day-by-day basis.<\/p>\n

there are, of course, some things that are clearly necessary in client retention. doing good work, obviously. being responsive, obviously. being timely in delivering promised reports and material. being polite to clients.<\/p>\n

but these are things that should be taken for granted \u2013 things inherent in the meaning of professional. it\u2019s what the client is paying for. you get no credit for doing them, but you lose clients for not doing them.<\/p>\n

the larger picture of client retention, on the other hand, is predicated upon recognizing the competitive and changing nature of the marketplace. sophisticated marketers have a strong handle on who their client company is, what the company does, what its needs are and how to address those needs in marketing approaches.<\/p>\n

which means that if you don\u2019t have that same knowledge, and the kind of relationship that means total involvement in the client\u2019s concerns, then you\u2019re in danger of losing that client.<\/p>\n

client retention, then, requires more than the obvious factors of doing good work and delivering it on time. and in fact, in a dynamic business world, it\u2019s often more than a personal relationship. it\u2019s at least\u2026<\/p>\n