Managing Client Relationships for Better Profits

1. BUILDING CLIENT RELATIONSHIPS
Denise Walker FIRP & Emma McDonnell
www.absolutelybusiness.co.uk www.highfielduk.co.uk
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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!
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3. Stage 1: Start client
relationships
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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. Aim to build advocacy &
partnerships
5. True partner
4. Advocate
3. Supporter
2. Client
1. Just
another
customer

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. Stage 2: Develop client
relationships
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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
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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
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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
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11. Proactively Manage Accounts
Leadership
Governance
Supply
chain
mgt
Client
relationship mgt
Business
development

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. Work as a team on client
accounts
11/14/2013
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14. Building client relationships for better profits
Stage 3: Evolve client
relationships
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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
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16. Continue to build advocacy &
partnerships
5. True partner
4. Advocate
3. Supporter
2. Client
1. Just
another
customer

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. 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
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19. BUILDING CLIENT RELATIONSHIPS
Denise Walker FIRP & Emma McDonnell
www.absolutelybusiness.co.uk www.highfielduk.co.uk
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