When we move into a new role, there’s often a tendency, after the initial euphoria, to reflect on how we excelled in our previous position and how we can replicate that success in our next career step.
I recently went through a similar experience when I transitioned from my role as Account Director at Excel Communications to Commercial Director for the organisation.
Looking back at my time as an Account Director, colleagues would often ask, “What do you think makes you successful?”
While having a great range of products and programmes, along with the support of a focused customer service team, was important, the key differentiator between good and great has undoubtedly been the relationships I built with customers.
This holds true across any industry, especially in today’s connected world where there are countless ways to interact. Here are my key suggestions for building meaningful customer relationships:
There’s a well-known saying: “Start with the end in mind.” This is especially important when delivering what customers want. Many organisations forget the value they add and how to communicate that to their customers.
At Excel Communications, for example, we can deliver training in multiple languages through our team of trainers. This is essential for organisations that want consistent training globally, which leads me to the next foundation step.
It’s all too easy to make assumptions about what’s important to customers or what the key challenge in their business or sector is.
That’s why in-depth research before meeting a client is essential. It not only informs you about the issues they’re facing but also impresses the customer. Surprisingly, few people take the time to do this.
Your initial interactions will provide more insights, but this first step is crucial for building a solid foundation.
If you want to build rapport with customers quickly, be a problem solver. While it’s nice to think they’re impressed with your product or service range, the question they’re really asking is: “Can this person solve my problem?”
The research you’ve done, combined with skilful questioning, will help you demonstrate your problem-solving abilities. This leads to those ‘light bulb’ moments that are often the catalyst for your customer saying, “When can we start?”
Establishing yourself as a great problem solver will also involve demonstrating your communication excellence, which leads to the next point.
In today’s culturally and educationally diverse workplace, versatile communication is crucial, and it starts with us.
When meeting a customer for the first time, look for behavioural cues that indicate their preferred communication style. By matching their preferences, you can build rapport more quickly and create stronger, longer-lasting partnerships.
Step into your customer’s shoes and take the time to understand their world, especially how they perceive it. Their perspective will likely differ from yours. Here are a few questions I ask myself to gain insight into how a client may be thinking:
By doing this, you can truly understand what’s going on for your customer in a way you hadn’t before.
Pay attention to the language and phrases your customers use. Reflect this back to them when presenting, as it shows you understand and ‘speak their language’.
This is an underutilised strategy that many forget. In my experience, customers appreciate that we’re all human beings. As long as you don’t raise unrealistic expectations, clients tend to be flexible and understanding.
Agree on deadlines and actions based on a ‘worst-case scenario’. This gives you the opportunity to ‘under promise and over deliver’. Aim to be 2-3 days ahead of the deadline. This makes the customer feel valued and shows that you’re trustworthy.
Building meaningful customer relationships is essential for long-term success. By understanding your organisation and your customer, being a problem solver, flexing your communication style, and actively listening, you can create stronger partnerships. Additionally, walking in your customer’s shoes and consistently exceeding expectations will help you establish trust and loyalty.
Many thanks,
Alex & The Excel Team
P.S. If you would like to discuss any of your other learning & development challenges, book in your discovery call.
About Excel Communications
Excel Communications is a learning and development consultancy based near London in the U.K. For more than 30 years; we have been collaborating with clients across the globe.
Partnering with Excel empowers you to evolve your people and business by fuelling a love for learning.
We work with you to create unforgettably, customised learning experiences to achieve your vision of success and growth, with tangible results.
View our case studies here.