Offer great client service, and you will make the deal (Photo by thinkpanama CC BY-NC 2.0)
I was recently on a kickoff call with a client and a web service provider to discuss my client’s new website. I had never worked with the web provider before, and I went into the meeting as a skeptic. After all, I want the best for my client, and I had not had an opportunity to vet the firm prior to the decision.
After an hour conversation I left feeling confident that my client was in good hands and would be served well. What did this web service provider do during the conversation to instill this level confidence and trust?
They offered great client service.
Here’s how they did it:
- They “got it.” My client is a consulting firm, like many of you, and the marketing and sales dynamics for a complex service are different than a product. The goal of an interaction is to start or enhance a client relationship. It is not a onetime transaction. The web company “got it.” Through the questions they asked and the way they approached the conversation, they made it clear that they understand professional services firms, the unique dynamics of such firms, and the need for a professional site that engages prospects and gets them to interact in a meaningful way.
- They spoke my client’s language. It was clear they had done their research prior to the meeting. As is the case with most consulting firms, the services are complex and hard to describe. The web team had done the appropriate research to understand the market, the clients, and the services. When they spoke they used terminology familiar to my client.
- They asked great questions. They not only asked questions about the website, its goals, and what they want people doing, but they also asked about the goals of the business. The target market. The history. The vision for the future. This allowed the web developers to have a broader sense of how the site would fit in and how it can be used to achieve the overall business goals.
- They added value in the conversation. Above and beyond what the website would be able to do, they explained how the website works with other marketing planned. They supported their claims with research around web usability. They clearly were experts in the area and guided us along the process.
While these are not difficult things for service providers to do, in my experience they often don’t happen. After winning an assignment, many service providers have a one-track mind around their service delivery and area of expertise. Conversations center on taking the client through the complex process and describing each step. That’s all well and good, but the client cares little about the process and more about the business outcome. The outcome is the reason they decided to go with you in the first place.
By asking questions about the overall business goals, adding value, and doing research to understand the marketplace, a service provider is better able to position himself in a context the client understands and cares about. This leads to great service and strong, long-lasting relationships.
