0-938721-82-8
By Richard Buckingham
Kiplinger Books
$24.95

12 Tools for building lifetime business relationships…

            It’s time to get back to basics-business basics, that is.  Although many businesses believe that chasing new leads is the greatest opportunity for profit, business trainer and author Richard Buckingham illustrates that the greatest opportunity lies within their existing client base.  Profitability, he maintains, is in the lifetime client relationship. 

1.      Long-term profitability is in the lifetime client relationship.

2.      The ultimate business goal should be continually improving the quality of service.  Tiger Wood’s goal is not to win tournaments but to improve the quality of his game.  Because of this focus, Tiger has won more tournaments than anyone imagined.  Clients first, profits second.

3.      To be successful long term, skills and smart planning are needed.

4.      You need ongoing client feedback for long-term relationships.  Ben and Jerry’s Ice Cream has one of the best client survey forms.  Sam Walton asked: “What is NOT working?”

5.      Build lifetime client rapport by always looking for the best in your clients. Find common ground, meet them face to face whenever possible, and speak their language, using terminology and concepts you both understand.

6.      Hear what your clients are actually saying.  Listen 80% of the time, talk 20%.  Read your clients’ tone of voice and body language, take detailed notes, and ask insightful questions.

7.      Ask the right questions.  Learn their needs, on what criteria they will ultimately decide how to proceed, write down notes, and prepare for the next meeting.

8.      Systemize your business.  Make sure every step in your system has a purpose.  Always promise later, deliver sooner.  Measure client satisfaction. 

9.      Gain valuable client feedback.  Analyze and share the results.  Implement clients’ improvement suggestions.

10.  Convert complaining clients into lifetime clients.  Address complaints immediately.  Ask how to do it better.  Always keep the door open for the client to return.

11.  Properly maintain your client base.  Determine the lifetime value of a client.  Refer clients with mutual interests to each other.