doubledawnwriting

Advice for better writing and marketing

How to Humanize Client Relationships for Long Term Business

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The world has become adrift in tweets, texts and status updates.  Clearly, the days of making a deal on a handshake have gone the way of the blue suede shoe.

While some aspects of business have changed, building solid and trusting client relationships has not.  In fact, the companies who make it to the very top are the ones that hone these relationships, nurture their clients and keep the lines of communications open.

What is Communication?

Yes, you can text a message or send a short tweet, but true communication requires more care than that.  A client still needs to feel validated and humanized.  If your communication doesn’t support this, you are treating a valuable client like a number, rather than a person.

What happens when you don’t humanize your business?  You can’t sustain long term relationships.  If you don’t add some personal flair to your business, you will fall victim to price wars, competitors and clever marketing tactics.

Creating an Honest Connection

Loyalty is a human emotion.  A client who feels validated, cared for and respected will not be easily lulled away by a lower price or special offer.  In the brick and mortar world, it’s the personality of the service provider, the sense of integrity and conduct that establish a connection to the client.

In the online world, this is a little trickier to accomplish.  That does not mean impossible.

Put away the sales pitches.  Every post, newsletter or tweet doesn’t have to be about a product or service.  It doesn’t have to be all business all the time.  In fact, it shouldn’t be.

You are What You Tweet

Using social sites to keep a connection with your clients is a fabulous idea, but don’t make it all business.  Take a look at your own social connections and see which ones catch your attention.  Who do you follow just for enjoyment?

Adding clean but entertaining posts, pictures and quotes on a regular basis (at least once a day), adds a much needed human element to your business.  Not only that, but these are typically the types of posts that attract attention and get passed along.

Consider your social marketing strategy the way you would consider taking a client out for dinner.  It’s an opportunity to open up a little and get to know what makes your client tick, laugh or bellow.  Social marketing is the perfect format to discover those personality traits.

Social is a Two-Way Street

Don’t forget to respond, follow and friend.  Building a relationship means you are taking the client into your business, listening and acknowledging.  No client relationship is solidified by blindly sending out posts.  You must also pay close attention to like, retweet or comment on interesting posts from your client.

You would never have a phone call or live conversation that didn’t allow the client to interject or comment.  Your online relationships should carry the same sense of respect.  Give a little of your time getting to know your client, and your client will give a little loyalty back to you.

 

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Written by doubledawnwriting

March 6, 2012 at 1:06 am

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