Always Keep it Real
By Jill Lublin
It’s easy to get lost in your work and become so involved that you lose contact with your customers or clients or go off on tangents. When you work on a project, you may take an idea and develop it brilliantly, but when you present it, you find that it’s not what the client wanted. You get noticed, but for the wrong reasons.
Minimize the possibility of going astray by understanding completely what your clients want. At the beginning of every project, clarify their objectives and the courses they wish to take. When projects are underway, constantly stay in contact with your clients. Create clear lines of communication and keep them open by doing the following:
- Frequently update your clients.
- Tell your clients what you’ve done so far.
- Inform your clients of your plans and timelines. Solicit your clients’ input and feedback.
- Involve your clients more deeply; encourage them to participate more personally in their projects.
Expecting Changes
After we had been working together for several weeks, a client called me and said, “I don’t love the direction our work together has taken. I need help from you in other ways.” I was shocked. I felt that our work was right on track. However, it was obvious that my client had given the matter a lot of thought and wanted change, so I listened to her explain her reasons and outline her needs. Then we clarified exactly what she wanted and changed course.
Without good communication, my client would not have contacted me to express her feelings. I could not have delivered what she needed, and she would have been disappointed. Fortunately, we caught the problem in time and were able to complete the project successfully. Since then, we have worked together on several matters. Before beginning each project, I made sure we clarified our plans and objectives, and I’m happy to say that the projects turned out exceptionally well.
Learning What They Want
E-mail your customer's short surveys. Even if they don’t respond, they will notice your efforts. If they respond, which some will, their answers can be helpful.
Don’t barrage your clients with surveys. Send them only at these times:
- While you’re working on their projects
- When the project has been completed
Survey to learn your customers’ feelings about your overall performance, not to inquire about the specifics of how the work is being done or should be done. If those matters should be discussed in greater detail, do so directly with the client, not in a survey.
Vendors
Vendors are pivotal figures. Since they serve a number of businesses, they can be a major source of information and referrals. In their industries, vendors know all the players. They see who is good and who is not company problems, and personnel shifts. Vendors understand how the industry works: its trends, problems, and innovations. They know who may be looking for work, who excels at certain tasks, and who might need your help.
Look to your vendors. Each of your vendors could be an excellent referral source. Don’t wait for them to send you referrals voluntarily; take the initiative and contact them. Explain that you’re looking to in- crease your business. Ask what they think you should do. Find out how they think you could produce the most outstanding work and improve your business.
Jill Lublin — Short Bio — (Pronounced Loob-Lynn)
Jill Lublin is an international speaker on the topics of Publicity, Networking, Kindness, and Referrals. She is the author of 4 Best Selling books including Get Noticed…Get Referrals (McGraw Hill) and co-author of Guerrilla Publicity and Networking Magic. Her latest book, Profit of Kindness went #1 in four categories. Jill is a master strategist on how to position your business for more profitability and more visibility in the marketplace. She is CEO of a strategic consulting firm and has over 25 years of experience working with over 100,000 people plus national and international media. Jill teaches a virtual Publicity Crash Course and consults and speaks all over the world. She has spoken on many stages with luminaries such as Tony Robbins. Jill also leads an intentional kindness community. Visit publicitycrashcourse.com/freegift and jilllublin.com
