The Client Cultivation Recipe: Hidden Tips for Developing a Deep Clientele
Tips for creating deep and long-lasting client partnerships with sustained success.
Introduction
Ready to stop struggling with clients who come and go and start developing deep, mutually beneficial relationships? Having a deep clientele is essential for any business to thrive.
If you're reading this, then you've chosen to take the mantle of entrepreneur and thrive. Congrats! But then the adversity hits and you're second-guessing your decisions, know this: it takes time, effort, and focus to build and maintain meaningful connections with your clients. Fortunately, we have hidden tips that we utilize to develop our clientele without risking our company's ethics, reputation, or budget.
Before we begin, make sure you read The Client Attraction Recipe we published earlier this year to get caught up on the Evocati PR Client Relations Series. Now, let's explore the tactics that will ensure your brand increases customer loyalty over time.
READ MORE: The Client Attraction Recipe: Learn These THREE Ingredients to Better Attract Clients
Communicate, Communicate, Communicate
Communication is the cornerstone of every successful relationship, whether it be personal or professional. It's not enough to just communicate with your client; you must strive to over-communicate to ensure that everyone involved is on the same page and collectively working towards the same goal.
This means engaging in constant conversation that keeps everyone informed on the status and planning of projects, goals, and expectations. It's better to err on the side of too much communication than too little, as misunderstandings and miscommunications lead to frustration, deteriorated trust, and ultimately failures. It is always better for a client to ask for fewer updates than more.
At Evocati PR, we meet with our clients weekly in a sync meeting to review the status of our work products, plan campaigns, and offer strategic communication insight. We also utilize a novel PR Management System in Airtable to track, manage, and approve all products with clients while collaborating in real-time. Our Airtable assignments provide deep insight into their needs but also ensure there are no surprises for either party. This builds trust and confidence in the client relationship.
READ MORE: Going Woke: The Business Case for Embracing Socially Conscious Public Relations
Give Them Your All
Our team at Potato Expo 2023 (Source: Evocati PR)
Effort is like communication. It's not just about giving it your all to meet goals and timelines, but about striving for more. This isn't hustle culture, but rather exceeding goals, quicker turnarounds than asked, and demanding more out of yourself and your team than what a client asks for.
READ MORE: Foundational Lessons for Entrepreneurs from the President & Founder of Evocati PR
Our President & Founder's father taught him at a young age to "always do more than is asked of you." And he's kept that maxim at Evocati PR.
If a client wants to be featured on three news outlets, aim for five. If they want a campaign to lead to $10,000 in sales/donations, recommend $15,000. Be bold but realistic in your recommendations.
It's never easy to exceed your goals, and plenty of times you will fail, but if you want to show you are the one for the job, you have to do more than succeed; you must excel.
Not only will your clients see your results, but they will see your efforts and the pride you take in working with them. Never settle for less.
For example, in January, we aided our client, the National Potato Council, with staffing and promoting the 2023 Potato Expo in Denver, CO. This was the first Potato Expo with the help of Evocati PR, and it led to record-breaking attendance records. It also meant we had to put in 16-hour days to make it happen. Not only was it a success, but the client has requested we attend a day longer in 2024 because they valued our contribution so much. Of course, we said yes. See you in Austin!
Be Upfront and Honest
(Source: Squarespace)
There's an old saying that goes, "honesty is the best policy." And when it comes to your clients, that couldn't be more true. It's vital you are upfront and honest with them, even if it feels uncomfortable or difficult.
Whether an idea they propose is not in their best PR interest, or they're putting too much on your plate, or anything in between, your client needs and deserves to know your honest opinions.
Being honest and upfront does not mean you throw professionalism, tact, and respect out the window.
Honesty with your clients looks like pulling from your own lived experiences to inform them on how their choice may impact the outcome in a respectful manner. As your client, they deserve to hear your honest, unvarnished opinion. That deep reservoir of experience is why they hired you.
Detail Why and How You're Excelling
When it comes to success, the why and how are just as important as the results. If you landed a feature on a major news outlet because of your connections with the editor, tell your clients. If the new tagline or graphics you created led to a 20% increase in sales/donations, let them know how. If your business acumen led to your client saving 4% annually on expenses, make sure they understand that.
These examples are not about stroking your ego but demonstrating your value. If you increase revenues, decrease expenses, or leverage existing relationships to help your clients, you're showing them you're a dedicated and valuable asset.
At Evocati PR, we provide clients with a Quarterly Insight Report that details their PR performance and the strategic decisions we informed. This builds business acumen and demonstrates the value we provide through excellent service.
READ MORE: Client Success: Taking North America's Largest Annual Potato Industry Conference to Historic Levels
Show Them Off
Highlight your clients on your social media. Raise them up weekly. Detail how you worked together to further their mission by accomplishing X, Y, and Z. Create features on your website for success you've enjoyed together. Make sure you are showing them off to the world for all your mutual accomplishments.
For example, through our weekly Client in the News Fridays, bi-weekly newsletter, Client Success Stories, and other posts featuring our work with clients, client successes, and more, we are consistently elevating our clients in the public square.
Most Importantly, Be a Human
If you really want to develop a good professional relationship with your clients, then create a rapport. Learn about one another outside of your work lives. Do normal things together from time to time. A client relationship is about more than the brass tacks and tips listed above. It is still like any other relationship; you have to find common ground outside of work if you want to cultivate a deeper relationship.
Conclusion
Evocati PR has experienced many successes with many clients over the last 5+ years. We know these tips will help you create a lasting relationship with a client, as long as the fit is right.
If you’d like to talk with our leadership team about your own client cultivation needs, contact us today. Now, get out there and start cultivating your clients using our Hidden Tips!
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