Once you've planned and implemented a client building strategy, and established a proactive service routine, periodically assess the results of your efforts.
"Client Relationship Checklist"
Try this! Using the "Client Relationship Checklist" at the end of this unit, review each on-profile client file at least twice a year, asking yourself these questions:
- "Am I contacting this on-profile client often enough?"
- "Am I responding quickly enough to calls, faxes, e-mail, letters and service requests?"
- "Is there anything else I should be doing for this on-profile client?"
- "Am I missing any add-on sales, cross-selling, or new marketing opportunities?"
- "Have I delivered on all my promises, and met my client's expectations, and vice versa?"
- "Am I doing everything I can to develop working relationships with my on-profile client's professional advisers?"
- "Am I making effective use of network prospecting opportunities with my client?"
- "Am I asking for enough on-profile referrals and introductions? Am I getting them?"
When you think you know the answers, ask on-profile clients these same questions (they'll know for sure!). Not only will this give you valuable insight into how well your client-building efforts are working, but it also demonstrates that you don't take client relationships for granted.
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