Supporting small businesses is something that I like to do professionally and personally. I have been in a client management role for over 15 years. Building and maintaining those relationships are something one has to be very diligent about protecting. I am going to flip this around a bit and present what I have experienced as the client. There are things I have learned along that have helped me “be” successful and I like to pick the brain of successful business owners as well. If something happens once then it is an anomaly but after that, it is a choice.
Be Available – Some of the reasons why individuals start a business are that they can make their own schedule and take as much time off as possible. I applaud those that have achieved that goal with their business. On the other hand, constantly being gone on vacation or unavailable becomes a challenge when scheduling appointments. This might mean that you have to work on Saturdays or Sundays to accommodate your clients. I’ve had to flip my schedule around for my clients because I want their business. Walk-ins or last-minute appointments are only revenue opportunities if you are there.
Be Proactive – Confirm, Follow up, and Re-book. Confirming appointments should be a standard part of your business because things can change and people forget. The thing that is not done on a regular basis is checking in with the client afterward to see how they are doing or to see if they have any questions. It shows that you value them as a client. Re-booking never happens. I love to book my appointments out because I travel for work but no one ever asks. Always offer to re-book your clients.
Be Timely – I can be a bit strict when it comes to timeliness but it demonstrates respect. Being on time is late. Think about it. By the time you get in the door, get to meeting space, make introductions, get them water or coffee, set up your computer (or equipment), pass out business cards or forms, give them any handouts or go over your process; that is at least 10-15 minutes. Get there early to prepare your space so you can welcome your clients properly.
Be Easy to Do Business With – Sometimes, it is tough to make appointments with companies. Crazy, but it is true, and it is not because they are busy with clients. They work a limited schedule or do not have standard business hours so the availability is spotty at best. You should be flexible and accommodating, especially if the bulk of your clients work Monday through Friday. Recently I booked a facial three weeks ahead of time, and I told to reschedule the day before. After many text messages trying to reschedule, it went from something I was excited about to work. No one wants to go to work and work during their leisure time. If it is work to do business with you, then I am going to pass.
Be Reliable – Many unexpected issues or emergencies come up but you should be sticking to your scheduled appointment times and days. I’ve had many companies reschedule or cancel less than 24 hours ahead of time even when the company has a customer cancellation policy that they are not adhering to themselves. What message does this send? My time is valuable and yours is not. This is a huge problem and should not be a reoccurring pattern with your clients.
Be Responsive – I can’t tell you how many of my emails have gone into the digital land of no return. Or the company responds once and then disappears. Why would a business never respond to emails that are potential clients? It doesn’t make sense to me. If your business is on Facebook or Yelp, customers pay attention to those metrics. If a company doesn’t have responses reflected within the hour, then I move on.
Be Your Best – You want to impress your clients. New clients are a lot of hard work because you have to gain their trust, show them value, and build a relationship. This month I was booking a cosmetic procedure based on this company being certified on a website. The owner proceeded to brush me off instead of trying to get my business. Yes, this really happened. This person did not see value in me as a potential client. If you are in the business to make money, all existing and new clients are your priority.
Be Present – If you have dedicated time with your clients, be present during that time. Treat this as something special. When you are sitting in front of your clients, this is not the time to get on social media, respond to emails, text, or take pictures. I used to work in retail and we always had opening and closing procedures. That is your time to sweep, dust, and prepare for the next day.
Some of these principles might seem intuitive but you have to be mindful of your clients. If you make your clients feel as optional, you have not built any loyalty with them. Many times it is the business owner engaging in this behavior and doesn’t hold themselves accountable. It doesn’t take much for them to seek services elsewhere that are cheaper, closer, or just make them feel appreciated.
