3 Tips to Discovering What’s Important to Your Clients

By Nate Torvik
October 6, 2017

“Find the importance in the things that seem unimportant.” – Nate Torvik, Chief Evangelist of Site Strategics.

It is always odd the things that come to mind or come out of your mouth when you’re having internal conversations about ways to make your workplace a little bit better. It’s not always about making your employees happier that improves the workplace, but can also be about ways to make your clients happier too. At the end of the day, that may be the most important part of any agency environment, and finding that balance is one of the hardest things to do in 2017.

One of the things that we discuss more and more regularly in our firm is our clients. No, not just “how is our client work going?” or “do we have more clients?” We talk about what makes our clients tick, why they get up in the morning, and what they actually care about outside of work. After all, there is more to life than going to work every day. There is more to life than getting more clients, making more money, and being busy from 9-5. So what are some of the ways that you can do that?

customer listening

Ask more questions about OTHER stuff

There is always more opportunity to ask questions about how business is going. We all want to make sure that we are serving our clients in the best possible way, and at the end of the day our job is to help their business grow. However, on top of those questions, start carrying on conversations like you would with an old friend. How was their weekend trip? What are their kids doing in school? How is their favorite sports team doing?

Make sure you keep a record of personal, conversational topics

You never know what kind of information might come in handy! If you want to send out small gifts at Christmas, might as well send them something you know they’ll like, right? Any thank you notes for doing business with your agency or firm would be slightly better with a personal touch wishing their kid a happy birthday. Brainstorm other ideas on what you can do with that information, but make sure that you write it all down!

Get your team to buy in

Just like most things in any successful company, buy in from the employees is key. Delivering the message throughout the company that you want to get to know your clients more may encourage more participants in asking the little questions, and those employees could be the ones delivering those messages. Creating a plan that involves everyone can really boost not just employee morale, but client morale too.

Don’t neglect those little interactions, don’t think that those weekend plans or the life moments of your clients are unimportant, and show your clients some love! If you can truly find the importance in the things that another agency or firm might find unimportant, you can gain a distinct advantage over your competitors. So, what’s it gonna be?

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