SS
Ten Slides in Ten Minutes:
Thinking about Client Retention
[Capturing the Hearts and Minds of Prospects & Clients]
Pres...
Success is a Balanced Lifestyle
2
What is Client Retention?
All activities in an organisation that ensure clients do not d...
Dominant ExclusiveEmerging PervasiveAbsent
Symbiotic
relationship
with clients
Making the competitors irrelevant
Building ...
• They repeatedly strive to please their clients
• They design the correct offerings for the correct clients
• They build ...
Dominant ExclusiveEmerging PervasiveAbsent
Symbiotic
relationship
with clients
Sustainability
Making the competitors irrel...
Source: Sales Synthesis
A Common Strategic
Vision with Clients
Basic Products
Basic Solutions
Value-Added Services
Integra...
Results in Clients
that are Loyal
Advocates
Success is a Balanced Lifestyle
7
a) Let’s Look at How the Solution was Sold
b...
a) When developing strategies, analysis of the organisation and its environment - as it is at
the moment and how it may de...
Success is a Balanced Lifestyle
9
For Successful Organisations, Knowledge Infusion is an Imperative
Each organisation will...
Success is a Balanced Lifestyle
10
Points to Ponder
Irrespective of whether robust Information reflects a valid reason for...
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Ten Slides in Ten Minutes - Thinking about Client Retention

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Just a few thoughts on what Client Retention really means and what should be the focus areas so that clients do not defect to the competitors.

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Ten Slides in Ten Minutes - Thinking about Client Retention

  1. 1. SS Ten Slides in Ten Minutes: Thinking about Client Retention [Capturing the Hearts and Minds of Prospects & Clients] Presented by: Bill Graham CP.APMP June, 2014 bill.graham@sales-synthesis.co.za Customers Clients
  2. 2. Success is a Balanced Lifestyle 2 What is Client Retention? All activities in an organisation that ensure clients do not defect to a competitor • Exceeding clients’ expectations • Growing the partnership • Relevant emerging solutions • Alignment to clients’ strategies • Building loyal advocates How Mature is your Account Management? Increasing the 'Loss Rate' Creating a climate for success Client Retention begins at contract signature • Complacency • Marketplace irrelevancy • Commodity selling • Commission-driven sales • Perception of poor service culture
  3. 3. Dominant ExclusiveEmerging PervasiveAbsent Symbiotic relationship with clients Making the competitors irrelevant Building mutually beneficial and sustainable long-term client relationships by crafting solutions that support a clients’ Business Imperatives Source: Sales Synthesis Know where you are going Focus on Client’s Business Imperatives a). Let’s Look at How the Solution was Sold Prospects want Solutions that Support their Business Needs: 3
  4. 4. • They repeatedly strive to please their clients • They design the correct offerings for the correct clients • They build their organisations around cross-functional teams • They make decisions that resonate with clients • They seek to create positive, memorable experiences for their clients. Source: FiServ ‘Many companies have the client focus of a vulture - they pay close attention to what the clients are up to, but only in order to figure out the right time to pounce and tear at their flesh!’ - Charles Green b). Let’s Perceive what the Client Saw in your Organisation Prospects want Solutions that Resonate with Them: 4
  5. 5. Dominant ExclusiveEmerging PervasiveAbsent Symbiotic relationship with clients Sustainability Making the competitors irrelevant Projects ParticularPerforming PertinentPeople Places Building mutually beneficial and sustainable long-term client relationships by crafting solutions that support the clients’ Business Imperatives Source: Sales Synthesis Know where you are going Focus on Client’s Business Imperatives c). Sustainability Depends on the Service Being Delivered Clients want Solutions that Fully Deliver on Expectations: 5
  6. 6. Source: Sales Synthesis A Common Strategic Vision with Clients Basic Products Basic Solutions Value-Added Services Integrated Solutions Moment of Truth PartnershipDrop and Run An evolving relationship 6 d). Service Providers must Support their Client’s Vision Clients want to be part of a Journey with their Service Provider/s: SolutionCommodity
  7. 7. Results in Clients that are Loyal Advocates Success is a Balanced Lifestyle 7 a) Let’s Look at How the Solution was Sold b) Let’s Perceive what the Client Saw in your Organisation c) Sustainability Depends on the Service Being Delivered d) Service Providers must Support their Client’s Vision Referring to the Previous Four Slides… Be Truthful when ‘Self-Assessing’ these Moment of Truth
  8. 8. a) When developing strategies, analysis of the organisation and its environment - as it is at the moment and how it may develop in the future - is an imperative b) The analysis has to be executed at an internal level as well as an external level, to identify all possible opportunities and threats posed by the strategy. There are several factors to assess in the external situation analysis: • Industries & Trends • Markets (customers) & their business imperatives • Competition & their value chain • Technologies & their pedigree • Solutions portfolio • Supplier markets • Labour markets • The economy • The regulatory environment. Store the munitions for your journey and craft the plan [Who, When, Where & How etc.] Symbiotic relationship with clients 8 Continually Treat your Clients as if they were still Prospects Your ‘Winning Ways’ are a critical component of the Retention Strategy ‘Court your Client as a Prospect – else the Honeymoon will soon be over’
  9. 9. Success is a Balanced Lifestyle 9 For Successful Organisations, Knowledge Infusion is an Imperative Each organisation will have their own workstreams for successful sale and support of their offerings. a) Sales b) Business Development c) Account Management d) Program Management e) Service Management f) Etc. Information Capture Plan Repository Information is only of value to an organisation when it is used in the correct context and by the correct personnel Assumption that the Information is relevant and of the correct type and detail Moment of TruthPackaged & disseminated across the organisation Do not allow information collection to become an administrative burden
  10. 10. Success is a Balanced Lifestyle 10 Points to Ponder Irrespective of whether robust Information reflects a valid reason for clients to be retained, the reality is that the client’s own individual perceptions [sometimes kept to themselves] will rule the decision. and… “Your Organisation”Client “We don’t see things as they are, we see them as we are,” Anais Nin How well do you know the client/account? Positive discontent creates the environment for positive change Any change needs to be identified, analysed and acted upon
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