0
BUILDING CLIENT RELATIONSHIPS

Denise Walker FIRP & Emma McDonnell
www.absolutelybusiness.co.uk www.highfielduk.co.uk

1
About us
Denise Walker

Emma McDonnell

27 years in recruitment as
consultant, manager, owner,
MD, coach and trainer
Helps...
Stage 1: Start client
relationships
3
The customer lifecycle
£ Sales

„Wedlock‟
Saturation
„Honeymoon‟
Maturity

?
Rekindle
desire?

„Engagement‟
Growth

Declin...
Aim to build advocacy &
partnerships
5. True partner

4. Advocate
3. Supporter
2. Client
1. Just
another
customer
Starting the relationship
Know your target audiences
Do your research
Build your brand in their world
Be different
The can...
Stage 2: Develop client
relationships
7
Avoid being an „average‟
performer…
Markets
Existing

New

Business

Market (25%)

Development

Existing

Development

(45...
…Instead be a lemon-squeezer
– and stick to the knitting!
Markets
Existing

New

Business

Market

Development

Developmen...
Ask yourself some
“squeezing” questions…
Do your existing customers and people like them
really understand everything you ...
Proactively Manage Accounts
Leadership

Governance

Supply
chain
mgt

Client
relationship mgt

Business
development
Ask for feedback to create
opportunities
1.Two-way feedback /
review of performance:
Relevant KPIs (if not already
agreed,...
Work as a team on client
accounts

11/14/2013

13
Building client relationships for better profits

Stage 3: Evolve client
relationships
14
14
Don‟t rest on your laurels
H
M
A
R
K
E
T

Boston Matrix
STAR

G
R
O
W
T
H

QUESTION MARK

CASH COW

DOG

L
H

MARKET SHARE...
Continue to build advocacy &
partnerships
5. True partner

4. Advocate
3. Supporter
2. Client
1. Just
another
customer
Why we lose customers
Supplier
indifference

68%

Product
dissatisfaction

14%

Lower price

9%

Develop new
friendship

5...
Use KPIs to
measure, manage & maximise
Make them work for you, your people and
your business
Use ratios to ensure quality
...
BUILDING CLIENT RELATIONSHIPS

Denise Walker FIRP & Emma McDonnell
www.absolutelybusiness.co.uk www.highfielduk.co.uk

19
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Denise Walker and Emma McDonnell at UK Recruiter Recruitment Conference 2013

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Managing Client Relationships for Better Profits

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  • The evidence:Client 1: Grown T/O from £1.7m to £6.2m Client 2: Achieved an EBIT of £1m in the toughest year since inceptionClient 3: Achieved a quantified increase in NFI of £375,000 in 18 months
  • Transcript of "Denise Walker and Emma McDonnell at UK Recruiter Recruitment Conference 2013"

    1. 1. BUILDING CLIENT RELATIONSHIPS Denise Walker FIRP & Emma McDonnell www.absolutelybusiness.co.uk www.highfielduk.co.uk 1
    2. 2. About us Denise Walker Emma McDonnell 27 years in recruitment as consultant, manager, owner, MD, coach and trainer Helps SME owner-managers grow their businesses Specialises in „operationalizing‟ strategic plans; employee engagement; leadership & management development; NED Worked with 200+ businesses in 10 years, including c50 start-ups 18 years in recruitment – a CAREER recruiter! Managing Director of Highfield Human Solutions, Non Exec Director of Beringer Tame, Owner of EvM Consulting Ltd Specialises in Talent Management strategies, exec search, assessment & development programmes, business development Loves her job(s) but loves her family more! 2
    3. 3. Stage 1: Start client relationships 3
    4. 4. The customer lifecycle £ Sales „Wedlock‟ Saturation „Honeymoon‟ Maturity ? Rekindle desire? „Engagement‟ Growth Decline Deadlock & ? „Divorce‟? „Courtship‟ Introduction 1st Contact 1st Order 1st Order 2nd Choice Supplier 1st choice supplier Repetition starts Take each other for granted and use of other suppliers Divorce or rekindle customer interest!
    5. 5. Aim to build advocacy & partnerships 5. True partner 4. Advocate 3. Supporter 2. Client 1. Just another customer
    6. 6. Starting the relationship Know your target audiences Do your research Build your brand in their world Be different The candidate as ambassador Get TALKING
    7. 7. Stage 2: Develop client relationships 7
    8. 8. Avoid being an „average‟ performer… Markets Existing New Business Market (25%) Development Existing Development (45%) Products Product New Diversification Development (5%) (25%) Source: Cranfield/Kellock Survey 1997 - David Molian, BGP Cranfield University 8
    9. 9. …Instead be a lemon-squeezer – and stick to the knitting! Markets Existing New Business Market Development Development Existing 88% 3i / Cranfield Super League 65% Cranfield/K Smith Champions Products New Product Diversification Development 9
    10. 10. Ask yourself some “squeezing” questions… Do your existing customers and people like them really understand everything you have to offer them? Do you really understand them? Do you reach them via all available channels? Do you plan for the lifetime of these clients? Reproduced with kind permission of David Molian, BGP Cranfield 10
    11. 11. Proactively Manage Accounts Leadership Governance Supply chain mgt Client relationship mgt Business development
    12. 12. Ask for feedback to create opportunities 1.Two-way feedback / review of performance: Relevant KPIs (if not already agreed, get them set up) Business fulfilment Service levels (what went well; what could have been done better; how do we compare with other suppliers) Issues 2.Update on client‟s situation As per first meeting 3.Update on client‟s strategic plans As per first meeting Also ask: How could we help/bespoke our service for you to help attain these plans? What more would you like us to do for you? 4.Update on us Our strategic plans Additional/new services Added value subjects (legislative updates, market trends etc.) Updates/remind client of our business, divisions, staff etc. Next steps
    13. 13. Work as a team on client accounts 11/14/2013 13
    14. 14. Building client relationships for better profits Stage 3: Evolve client relationships 14 14
    15. 15. Don‟t rest on your laurels H M A R K E T Boston Matrix STAR G R O W T H QUESTION MARK CASH COW DOG L H MARKET SHARE L 15
    16. 16. Continue to build advocacy & partnerships 5. True partner 4. Advocate 3. Supporter 2. Client 1. Just another customer
    17. 17. Why we lose customers Supplier indifference 68% Product dissatisfaction 14% Lower price 9% Develop new friendship 5% Relocation Death 3% 1% Source: McKinsey Analysis
    18. 18. Use KPIs to measure, manage & maximise Make them work for you, your people and your business Use ratios to ensure quality Use numbers to ensure quantity Keep them simple Keep them relevant 18
    19. 19. BUILDING CLIENT RELATIONSHIPS Denise Walker FIRP & Emma McDonnell www.absolutelybusiness.co.uk www.highfielduk.co.uk 19
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