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Delivering sustained sales success

“There is far more involved in the relationship with customers than just providing good products and services.” (Mark Moody-Stuart)

Experience suggests that if you get the right approach to client engagement and ensure your client’s success then you earn the confidence and trust of your customers. Client engagement is the context in which successful customer relationships are developed. This, in turn, fosters:

• Sustained customer loyalty
• Greater sales – the ability to sell more products
• Advocacy by the client, as they recommend you to others
• A mutually-beneficial long-term relationship

This toolkit explains the principles of client engagement and managing client relationships.

Length: 16 pages

Contents:
The Benefits

Action Checklist: Building Great Client Relationships
• Focus on customer retention and loyalty
• Deliver excellent service
• Use the relationship ladder
• Manage key accounts
• Create value for customers
• Use expertise from other businesses to benefit customers
• Actively encourage colleagues to value customers
• Seek regular customer feedback
• Identify the most profitable customers
• Segment the market
• Benchmark your performance

Key Questions

Dos and Don’ts

Avoiding Problems – this includes techniques such as understanding customers’ priorities, finding ways to improve and innovate, hiring and retaining customer-focused people and streamlining business processes.

Things You Can Do
• Focus on customer success
• Get your team’s measurement, metrics and compensation right
• Set the right expectations: collaborate and share expertise
• Use networks to communicate
• Actively manage performance
• Develop your skills and insight
• Communicating
• Developing skills
• Leading change
• Teamworking
• Managing performance
• Delegating and empowering
• Measuring performance

Further Action

Further Information