Loyalty—especially in today’s economy—doesn’t always go to the organization with the biggest name or reputation. Instead, it’s all about who you trust.
As Peter Bregman, CEO of Bregman Partners Inc., says, “Trust is the new competitive advantage.”
And this is where small businesses may have an advantage over their bigger counterparts: a face, a name and a real relationship.
These relationships don’t come easily, though. They have to be cultivated and cared for. Here are some tips:
1. Be available—at all levels.
If a client knows he or she can give anyone from the receptionist to the CEO a call to discuss anything from an account to the weather, then they feel valued (like they’re client No. 1)—and that translates into loyalty.
2. Play host to learning opportunities.
Organize lunchtime seminars that bring similar clients together with an expert who provides insights on how to deal with the latest hot-button industry issue. Not only will such initiatives make your client feel you are going the extra mile for them, but it will also provide them with a sense of community and a solid networking opportunity. And you can sit back and take all the credit. (Plus, there’s food involved.)
3. Admit when there’s an issue.
Problems creep up. Deadlines are missed. Mistakes are made. No organization is immune to it, so stop pretending that you are— especially when you talk to the client. While you should always work to mitigate these situations, sometimes it just isn’t possible. And reaching out to the client to work out a solution before things get worse is a lot better than letting things spin out of control. You might be able to easily work through the problem together. That’s when you’ll know you have a real partnership on your hands.
4. Be open with employees. It always trickles down.
Smaller organizations are often more transparent than larger ones. Employees usually have a better idea of why decisions are made and where they fit in. It’s a good advantage to have because it typically ensures your employees are happier and more secure in their positions, curbing that “me first” mentality that can prompt them to prioritize their needs over those of the organization—or even the client.
5. Love what you do.
You love what you do, so you’re excited about your professional endeavors. You make others excited about what you do, and they want to work with you. Sometimes it’s just that simple.
Great tips Jess, thanks!