Touch!
‘Touch’ is an important command in the dog world. It redirects attention of the dog. And it focuses their attention solely on one person. The same principles can be applied to the business world and your focus on clients.
How many ‘touches’ or ‘touchpoints’’ per year is appropriate with your clients? Large corporations will often rank clients by importance to the stockholder. That importance can be measured in many ways - total revenue, profitability, community influence, certified enterprises, etc. Each company, large or small, usually applies its own criteria when assessing relevance. So, how best to assess your small business clients?
First, ask yourself which client or clients are critical to the ongoing concern of your firm. Essentially, which one or ones you cannot exist without their business. That is a great place to start.
Then, once identified, determine how to keep them and what type of touch points would work best. Some may require monthly meetings in the form of entertainment or lunches or dinner. More likely, one touch a quarter will be more than sufficient. Top clients should have a minimum of one to two touches a year and, more likely, three or four touchpoints.
I once had a client tell me that they enjoyed seeing me but once a year was enough. This was a very long time, loyal company. So, you truly need to approach each client independently. And, asking them is a fine way to make that determination.
Some top clients you may have a symbiotic relationship with, and others, may prefer less meetings or they may be not inclined to attend any events with you. Those will be your ‘keep it simple’ clients. Humming along is best how they forge it and they will let you know when they need you.
How ever many clients you have, take the time annually to review your touchpoints with them. Do they need more or less or would they enjoy different venues? Some, a written thank you note may be more than enough and keeps you connected with them. Keeping them engaged with you and your firm will hopefully continue the profitable relationship you have with them. More growth will be the best outcome from your efforts here.
Be like our doggy in today’s blog photo, pay attention with sole focus to each client and their needs, relative to your interaction with them. Assess your touchpoint strategy with each client at a minimum annually. Hopefully, the treats or rewards for your business will be readily apparent!
Be well.
