By Eric Schaal
If most of your clients ended up being repeat customers for the long haul, how much more successful would you be? While the amount of actual time, energy and money saved would vary, the impact would be massive for any business.
Of course, impressing customers on this level is much easier said than done. You’ll need to use the latest tools at your disposal and constantly fine-tune your approach to retaining customers. It will only work with appropriate KPIs and a unique personal touch.
At a LeadsCon Connect to Convert session titled “Creating Customers for Life: Leveraging Technology to Tap Into Your Full Revenue Potential,” attendees will learn the five stages of establishing the type of business relationships that last.
Parallels to Personal Relationships
Relationships with clients have several things in common with personal relationships. For starters, it’s easier to communicate with someone you know well (or have known a long time). Meanwhile, the more you work at communicating with someone, the deeper the connection becomes.
In everyone’s personal life, these relationships develop naturally, usually at whatever pace feels right. In a business, you will need to understand how to accelerate the process and establish the right type of cadences. Likewise, you will need to set up KPIs to measure your progress.
Josh Friend, founder and CEO of Insellerate, will join Aaron Leffler, senior managing director and head of business development at HighTechLending, in exploring how to develop a rapport with someone you might make a customer for life.
At each of the five stages of creating a lifelong customer, you have an opportunity to leverage technology to facilitate the process. In a January 2018 interview with MBA Insights, Friend spoke of the importance of utilizing a customer relationship management system when helping a home buyer with a mortgage.
“When originating a loan there are many people involved, which requires a lot of coordination and cooperation, and they must do their tasks quickly,” Friend said. “Trying to manage the transaction without a proper CRM system that can incorporate all the team members is a big mistake.”
However, there are many opportunities before this point. Friend spoke of automated marketing campaigns that allow originators to “stay in front of their borrowers” and allow them to be there when the consumer ends up needing a loan. This type of proactive approach could end up winning the customer for the long term, but it’s impossible to pull off without technology.
At this Oct. 4 session at Connect to Convert, Friend and Leffler will explain how they’ve managed to go beyond the win and keep customers coming back.