From Clients To Advocates
My office supply guy came in today…just to say hi. I think it’s important for you to understand a few things about my office supply guy. His name is Matt Bartell, he has a bunch of kids and all of their names start with “H”. Matt also happens to be a retired Marine with an excellent ability to doodle tanks, on my white board.
Matt comes by about once a month. This time he came into “check” on the new mini fridge he sold us for the office. Whether he was checking the contents or the quality, I’m not quite sure. The fact remains he followed up, came in with a story and asked how he could help my business.
I am Matt’s advocate. He has slowly but surely wooed me with spectacular service, some ad specialties and a desire to help me succeed. I am the Vice President of the Business Products Express fan club. I use Matt’s promotional pen everyday. Almost everyone I work with can benefit from doing business with Matt, so whenever the opportunity presents itself, there I am with a link and an e-mail introduction.
At Clever Advantage we are really fortunate. 25% of our new business comes from our client advocates. Just how do businesses and customers go from clients to advocates? I asked some of our and here’s what they said:
- Give Value First- In order to give value first you must listen to your clients needs. Your expertise is only as valuable as how you apply it. Ask questions and give considered opinions that will help your clients grow.
- Follow Up -Remember Matt and the fridge. We’re all busy but follow up in person if possible. If distance or time keep you from doing this follow up with a phone call. E-mail follow ups are impersonal and won’t have the same effect.
- Think of Your Clients First – In Business to Business marketing this is easy as pie. Whenever you make a buying decision use your clients. This seems like a no brainer. In order for it to become habit review your list of accounts weekly or at least bi-weekly so that they are top of mind when giving referral or when you have a specific need. I use our client www.thewhitepebble.comfor all of my baby shower gifts. They have a great eco responsible clothing line. In Business to Consumer relationships have a contact management system where you can keep track of your best clients birthdays, children’s names and any other information you can garner. Send birthday cards and small gifts to commemorate special occasions.
- Build a Client Advocacy Program – Think of your clients like a lush garden. They are every companies most important asset, and need to be treated that way. Client Advocacy programs should range from 10% – 40% of your marketing budget. The percentage will depend on what a qualified referral means to your business, and how many clients you have. In a new business spending over 15% on client advocacy will not leave enough room to bring in the new accounts you need to grow. In an established business the numbers will be higher. At Clever Advantage we’re here to help you develop, maintain and grow your client advocacy program. If you need some ideas or need to establish a budget give us a call! 866-698-SPIN or info@cleveradvantage.com
Oh! And If you use anything from a stapler and sticky notes to janitorial supplies call my buddy Matt Bartell 1-800-908-3334 www.bpexpress.com tell him Sam sent you!
Go out and make someone’s week special!