We’ve all had high demand clients. The ones who call 3 times a day, question every move you make, and are always wondering if deadlines can be sped up. While situations such as these can be quite trying and even a bit frustrating, those high demand clients can also provide a great challenge and in the end make you a better marketer. However, what do we do with the clients that are not so demanding? The thought of a complacent client might seem nice to those who are mired in extra work, but, as the old adage goes, be careful what you wish for. Clients who don’t ask for much can come with their own problems. The following are some of the pitfalls one can encounter when dealing with a complacent client, and some strategies to avoid them.
Being Caught Empty Handed
Everyone is busy, and if a client is not asking for something, it’s easy to let the deadline slip. However, you never know when they’ll come around asking for things. The last thing you want is to be caught empty handed. Even if the client doesn’t seem involved in a project, that doesn’t mean you shouldn’t be either.
Even if your project with the client is not moving forward, that doesn’t mean that other aspects of the client’s business are not expanding. If you’re not top of mind with the client, then your chances of being offered new business opportunities have just gotten a lot slimmer.
Less of a Chance to Continue Business
This one is similar to the above. When it comes time to renew your contract, clients want to know what you’ve done for them lately and what your plans for the future are. If you don’t have all that much contact with them, it becomes tougher to build your relationship and makes it much more difficult to justify another year of service.
There is a lot one can do to avoid the above situations. While the below tactics should really be used for any client relationship, they can be especially useful for clients who are sometimes less than top of mind.
Schedule Regular Meetings
These don’t have to be weekly, and chances are there are deliverables at regular intervals that should be discussed with more than an email. Scheduled meetings allow for both you and the client to sit down and review the current issues and what is coming up in the near future.
Present New Business Opportunities
Presenting new opportunities to the client does two things; it increases the potential to grow the business, and it shows that you are thinking about the client. Even if nothing comes from a new business presentation – and sometimes it won’t – it can help prime the client to think of you for their next big project.
This ties all of the above points together, and is really what setting the tempo is all about. Maintaining constant contact with your clients is vital to a healthy relationship and let’s them know that you are serious about their business. Clients need to know that they can count on you to be a resource for them, which makes you look good and will help grow the business in the long run. Maintaining a constant stream of contact, even if some weeks it just amounts to a quick email, is the best thing you can do to maintain your client relationship.
With the points outlined here, you should be adept at maintaining any client relationship. If you can set the tempo with a client who doesn’t seem involved or is slow to return correspondence, it makes you look good and will help foster potential growth opportunities for your business.