Fostering Repeat Business4:50 with Paul Boag
Paul offers a list of best practices for increasing communication with existing clients.
So hopefully I've convinced you the value of repeat business. 0:00 Now, the next question obviously is, "How do you win it? 0:03 How do you keep clients coming back for more?" 0:06 But the obvious thing is to focus on quality which seems so obvious. 0:08 But when you're working with a client on an ongoing basis, 0:14 it's easy to let quality slip over time. 0:17 You begin to take that client for granted. You really can't do that. 0:21 That's when you'll lose them so make sure you focus on quality all the time. 0:24 Another thing I find really useful for keeping clients coming back 0:30 is to do a post project debrief. 0:33 So when a project ends, 0:37 make sure you sit down with the client and talk about the project, 0:39 talk about what went well and what didn't go so well. 0:42 But also, talk about the future and what's coming next. 0:45 Get the client all the time looking forward. 0:49 And often, this will happen naturally anyway. 0:52 We'll talk about scope tree in a future video 0:55 but one way of dealing with scope tree is to write down those ideas 0:59 and say let's do in the next phase. 1:04 Well, here is a great example of that. 1:06 This is where you cash in on that 1:08 because you can then come back in your post project debrief and say-- 1:10 "Look, these are the ideas we had. Let's do them now!" 1:14 Do regular reviews as well with customers. 1:17 Sit down with them, you know, once a year. Or once every 6 months. 1:21 Or once every 3 months. Whenever it is right and review where there site is at. 1:25 And make sure that you have suggestions about where it should go in the future. 1:28 Essentially what you're doing is trying to maintain a conversation. 1:33 You're keeping talking to them. 1:36 Keep them informed about latest innovations. 1:39 Now you might want to do that with a newsletter 1:42 that goes out to all of your clients. 1:44 But if you do that, make sure you also talk to some clients personally as well. 1:46 Newsletters are great but they are a bit impersonal 1:51 and it's really important to make suggestions for people-specific sites. 1:54 Finally, show them what you've done with other clients. 1:59 If you've done something cool within a particular sector 2:04 say if you're focusing on charities for example. 2:07 You do one great thing for one charity site. 2:10 Show another charity client that 2:13 and suggest that they might want to do the same. 2:15 One of the most important things when it comes to repeat business 2:20 is to be going above and beyond in what you're delivering. 2:25 If the client feels that you are giving them real value for service, 2:29 then they will keep back coming to you. 2:34 So you have to go above and beyond. 2:36 So one of the things that we do is we are conservative in our estimates. 2:38 So what we will do is estimate 2:42 that a project is going to take longer than may be we think it really will. 2:45 And then we come in on to that and that impresses clients. 2:51 That gives them the feeling we're going above and beyond. 2:54 Being proactive too is another great way of going above and beyond. 2:57 So saying to clients, "Hey, why don't we do this? This should be a great feature. 3:01 This should be a great idea." 3:05 Now, most of your clients doesn't always have the budget 3:08 to pay for these additional ideas. 3:10 But you know what? Occasionally, I do that extra work for free. 3:12 Not all the time because we don't want the client 3:16 to get used to you doing work for them for free. 3:18 But every now and again it's worth it. It's worth it to make the website better. 3:21 But it's also worth it in order to show the client 3:25 that you're going that extra mile for them. 3:28 But if you are going to do extra work for them for free 3:30 make sure you tell them you're doing that 3:33 because the client needs to know that you're going that extra mile. 3:35 Now, the problem with repeat business is that you can find you become very reliant 3:40 on a single client and this can be dangerous to your business. 3:46 You got to be careful that if you're just working with one client all the time 3:51 and they make up such a big part of your business 3:56 then if they go away you're stuffed. 3:59 So be very careful when working with just one or two really big clients. 4:03 And to be honest, you're going to need to sit down with them and discuss it openly. 4:08 Talk about the fact that it's a problem for your business 4:12 but it is also potentially a problem for them that they're so reliant on one supplier. 4:16 You might want to consider actually in such situations outsourcing some of that work 4:20 that you manage and you still have the relationship but using other people 4:27 so that you can develop other clients alongside that main client. 4:33 But that said, repeat business is the way to go. 4:37 It will make such a difference and you really need to be working on it right now 4:41 to ensure that your clients keep coming back for more. 4:46
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