Advice On Keeping Business Clients In A Down Economy

by JohnG

posted on 09/30/2009

When the economy heads south, so do most of our business prospects. Some of our business clients tend to hide their heads in the sand, avoiding our phone calls, e-mails and letters, hoping we'll go away until conditions start to improve. Other clients find that they fighting for their own survival, and just as many of them are not that lucky, as they find themselves victims of a layoff.

So how do we keep the clients that are left and what can we do to change our way of doing business to accommodate the tumultuous economic difficulties? Here are a few thoughts about surviving storm.

Stay visible, but don't badger.
Put yourself in your client's shoes and understand that they may no longer have access to a budget that allows them the flexibility to make the buying decisions they did in the past. So keep in touch, but don't hound or badger them. Send them breezy e-mail messages, forward articles or leads they might appreciate, and take them to coffee or lunch if your own budget allows it. Send a "thank you" to them for their continued business and support. You want to remain top of mind, so that when things pick up, they'll think of you and not a competitor.

Don't confuse your sales and marketing efforts.
Too many different messages coming at a client from various directions is confusing, and could ultimately be so distracting that you lose a sale, or their business altogether. That's why it is so important for all parts of your sales and marketing team to sing from the same song sheet - in other words, work with each other to distribute a clean and direct message. This is where you can find economies in your own operation, by streamlining communications techniques and strategies to clients. So if they are looking to buy your service or product, your coordinated sales and marketing messages will keep your firm top of mind.

Think "Social Networking" to increase your visibility.
Facebook, Twitter, YouTube, LinkedIn and all of the other social networking sites can help get your name and message out to users who can follow your company, product or service. And they're free, so all it entails is a little bit of time and creativity. Starting a blog about "what's new" in your industry is also a helpful way of keeping on top of trends in your field and sharing it with interested readers.

Lay off the hard sell techniques.
The fastest way to turn off a client or potential client is to turn on the hard sell. Today's consumers have little patience for those who hammer them with relentless, hard sell messages. Instead, stay their confidante and trusted adviser.

Navigating the murky waters of an economic downturn is difficult, confusing and sometimes treacherous, but understanding that holding back on what comes naturally may be the best thing you can do to be ready for your clients once the economy begins to perk up again

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