As a business it is important to see things from the client’s perspective. This is difficult but should be emphasised to become a way of life when dealing with potential clients. It’s easy to see the business world you specialise in from your perspective (i.e. the company’s perspective) because you know it well and understand what it’s all about.

This doesn’t mean that everyone else has the same understanding as you do, especially your clients. When your company perspective clouds the way you look at managing clients it means that: 

a) You produce marketing material that describes your product or service in a way that not everyone can understand. It’s better to use layman’s terms for those potential clients who aren’t knowledgeable about what exactly you can offer them. 

b) You discuss products or services but not solutions, i.e. features and not benefits.

c) There are no clear value propositions to discuss which means that confirming your credentials is difficult. 

Making a list of all the concerns and objections that your client might have can paint a better picture of what you need to focus on. This includes elements that will impress the client. These elements shouldn’t be features, but benefits. The client always asks “what’s in it for me” and if you list benefits you’ll answer the question. If you’ve been in the business for a while this should be a pretty easy list to compile.

The listed points can influence all communication aspects of your company, from how you conduct yourself in a sales meeting to the focus of your online content. If you know exactly what your clients want all your content and communication will be more targeted and specific. 

Get Inside the Client’s Head

There are certain questions that a client asks him or herself before deciding to part with money and appointing a specific company to manage whatever needs managing. These questions can be helpful to point you, as a company, in the right direction when dealing with clients.

As an example, imagine a client trying to decide which digital marketing agency to use. The client may have certain questions about the company, such as:

• Do you really know what you’re doing, i.e. are you professional?
• Do you keep promises?
• Will I get good value for money?
• Can I get the same product or service for less money elsewhere?
• Can I get the same product or service for the same amount of money but at a better quality?
• Will I get the needed customer support after purchase?- Will the company go under after purchase? (*Stat: Only 55% of companies in the services industry still operate after four years in business. Read More)
• What if they lose key staff half way through my project?
• Which team will handle my project, i.e. will I be assigned a junior team after the contract is signed?
• Is the company a good communicator, i.e. will I be constantly updated about progress?
• Will the project be completed in time and within budget?
• What will my ROI be?
• Will I end up paying for their learning curve?

It’s not so much about what you say, but how you say it and what people can do with what you say.

Sound Idea Digital is a full service digital marketing agency that specialises in content marketing.

|info@soundidea.co.za | www.soundidea.co.za | SoundIdeaDMA