AS I draft this article, I’m sitting in a coffee shop near my hotel in Butuan City. I’m here with colleagues for a two-day client visit. Talking to clients brings out the best in me. I have been a salesperson since day one of my career, which started three decades ago. It’s always a learning experience. You learn new things from your clients and colleagues.
How can you be your client’s top-of-mind?
This idea popped into my mind as I saw our branch heads, not only from here but also from my home city. It’s not easy. It’s tough considering the competition. How do you stay relevant in a market where everybody’s singing the same tune? Two things: good service and personalized attention.
Oops, I know what you’re thinking—everybody does that. Yes, it’s true, everybody does it now. However, go deeper and get to know your client. It’s not about being at their disposal for all their banking needs. And don’t overdo it; your client will know if you’re only boosting their ego.
To get there, knowing your client should be your top agenda. It’s like wooing someone. Bringing your client his favorite vinegar or silky smooth “tablea” is worth more than a luxury gift. You can even supply him with that, which brings you a notch above competitors. Whenever he enjoys his “tsokolate” or dips his fish in that vinegar, he’ll think of you and say, “I better call Elaine for that home loan.”
From knowing your client, you need to be consistently engaged. You don’t only visit your client when you need to hit your target. Regardless of whether your client currently needs your product or service, it’s essential to keep him informed. Otherwise, a competitor will get him because you did not relay that you also offer the same product. He may not need it now, but the moment he does, you will be ahead.
Sometimes, it’s the little things that make a significant difference. Personalized handwritten notes and surprise gifts such as the “tablea” or vinegar create an impact. Handwritten notes during their birthdays or special occasions are meaningful. It gives the impression of a personal touch, especially in this digital age.
If your client is on social media, engaging with them is another powerful tool. Share valuable content, celebrate their achievements through comments, and respond to their messages promptly. These show that you care about their opinions and experiences.
Remember, a client-centric approach is not just a strategy; it’s a culture. It’s not about being there but being relevant. Be unforgettable to your client through personalized service, consistent engagement, and the effective use of technology. You will always be on top of your client’s mind, no matter how crowded the market.
