Creating an optimal client relationship comes down to a couple of simple things: understanding your client and what they want to achieve. Too many B2B marketers fall into the trap of telling clients what they need instead of listening.
You can think of this like a doctor’s visit in which you are trying to have a problem diagnosed. You’ve undoubtedly had the experience where your doctor begins shaking his head in agreement and writing a prescription before you’ve finished describing your symptoms.
It’s easy to make the same mistake in marketing. You’ve seen this before, you know what they need to solve their problem. Or do you? Equip your clients for success by listening to their pain points, their successes and their goals for the year with a few key questions:
- Who is your ideal customer? Your client needs customers that are profitable and are willing to talk about them, but they should consider more. They should think about who they find enjoyable to do business with, who has a shared culture, and who might benefit most from what they have to offer.
- What is the primary service or product you offer? Your clients may not have had an upfront conversation about what exactly they are in business to do. Or they may know what they want to do, but it’s too broad for their market.
- Who are your competitors, and what makes you different? Many companies settle for a “me too” position in their industry, but by identifying what sets your client apart, you can help them pull ahead of the competition. It might be that your client is the value leader or that they have a touch of luxury to their brand. Once you have helped them identify what makes them unique, branding gets easier.
- What is the cost of acquiring a new customer? Your client should know what they will need to spend to gain business, and whether it’s profitable to do so under their current selling model.
- How many new customers can your client handle in a given month? New business is something to be celebrated, but it’s a good idea to know how much of a good thing your client can handle. In the age of social media, it’s important to keep a pace that allows for a great customer experience.
- How do your marketing and sales teams work together? The handoff to sales from marketing is critical, and it’s where a lot of great opportunities fall through the cracks. Determining how each department defines a lead and how they think those leads should be handled can play a big part in growth success.
As your clients attempt to find what sets their company apart, your assistance in this area is doing the same for your own company. You’re listening, and that’s rare.
At DirectMail.io, every campaign is based on gaining a better understanding of the customer. To learn more, contact us for information about our omnichannel, automated marketing solutions.
