4 Steps To Wowing Wealthy Clients With World Class Service
Working with wealthy clients means delivering world class service. The key to attracting a steady stream of affluent clients in one way or another relies on social proof.
You MUST deliver an outstanding experience that not only creates loyal clients… but advocates who are willing to endorse you and refer their friends.
Keep this in mind at all times: You are in a service business. You exist because you serve the needs of your clients. Designing an ideal experience from your customers perspective (not yours) is how you build a highly profitable business.
The "Attracting Affluent Clients On Autopilot" System
Step 1) Identify — Uncover your most profitable opportunities
Step 2) Position — Establish authority in the niche market
Step 3) Attract — Get qualified prospects to come to you
Step 4) Engage — Educate and motivate prospects to take action
Step 5) Enroll — Selling conversations that convert prospects into customers
Step 6) Deliver — Designing and delivering an ideal customer experience
Step 7) Retain — Creating long term clients out of first time customers
Step 8) Refer — Getting high quality referrals to high value prospect
In this article, I’m going to cover the basic elements of a a high quality customer experience.Mastering the delivery unit of your business means creating loyal clients for life. Marketing drives the people to you in the first place, but your delivery keeps them coming back (and referring all of their friends).
Your reputation relies on your ability to deliver. Mess this up and there is no amount of marketing that can save your business. Not only will you not get referrals or repeat business, but your retention rate will plummet. Do whatever it takes to deliver an outstanding experience… or suffer the career killing consequences.
Blame the Process, Not the People
When it comes to delivery, quality and consistently are both important. The only way to create a consistent and high quality customer experience is to rely on systems… not people.
Are great people important to delivering a high quality customer experience? They sure are. But even your best people can’t outperform the systems they are using.
This is often a tough pill to swallow for a business owner. It means taking full responsibility that your team's poor performance is solely your fault.
After all, you designed the systems and trained them on how to do their job… right?
A bad system will beat a good person every time.
American engineer, statistician, professor, author, lecturer, and management consultant
I’m continually amazed at how often small business owners seem to be in business by accident. Somehow, despite any clearly defined systems or written operations manuals, they have a business that generates revenue.
This usually isn’t a problem until the business owner tries to grow and hire new people. Absent any clearly defined systems, people are left to their own devices to figure things out... and this creates all kinds of problems.
On-boarding New Clients
Delivering a high quality customer experience isn’t an event. It’s a process. All processes have clearly defined phases which the customer must be systematically moved through.
All steps of all phases need to be written down and documented. The only way you are going to be able to reliably scale your business and deliver a consistent customer experience is to have standard operating procedures that all team members use.
If you can't describe what you are doing as a process, you don't know what you're doing.
American engineer, statistician, professor, author, lecturer, and management consultant
The goal of the "Delivery" phase is to convert a first time customer into a life long client. In order to do this... there are a few key phases you need to map out.
Phase 1) Setting Proper Expectations
Whenever you are on-boarding a new client, it is imperative that you set proper expectations. The majority of client issues you have can be traced back to unmet expectations.
Whenever someone is entering into a new business relationship, they have all kinds of pre-existing mindsets and expectations. If you don’t teach your clients how to do business with you, you will be held to a standard that you don’t know what is.
Things you are going to want to cover:
- Terms of your agreement — This is going to be things like how payment works, deliverables, how often you are going to meet, and other nitty gritty stuff.
- What your client can expect from you — What kind of relationship are you going to have with your client? Is it a coaching relationship? Consulting relationship? What are they going be able to hold you accountable for?
- What your client should NOT expect from you — Equally important is what you will NOT be providing for your client. There are some things that the client will need that are outside of your ability or desire to provide. This is a great opportunity to refer them to someone you trust.
- What you expect from you client — Your clients will treat you how you let them. Don’t accept poor behavior from someone because they are paying you money. Make it very clear up front that you expect your client to prepare for your meetings, do what they commit to doing, and otherwise conduct themselves in a professional manner.
This is also a great opportunity to explain that as part of your business relationship with them, you expect them to refer you business to you.
- How conflict/mistakes will be handled — One of the most important things to cover is what will happen when mistakes get made. If your client expects you to perform perfectly without exception, you are setting yourself up for failure. It is inevitable that over the course of a business relationship, things will go wrong.
Walk your clients through potential pitfalls and hazards that might come up in your business relationship. Most of these things will never happen, but when they do, your client will have the peace of mind knowing that you not only knew it could happen… but that you have a solution for it when it does.
Phase 2) Goal Setting
In many ways, delivering a high quality customer experience involves getting the client to set goals and holding them accountable.
Remember… your client wants something in their life to change. Thats why they hired you in the first place. What they often don’t realize is that this means they must change as well.
Humans don’t like change. It requires a lot of hard work and effort. In order to facilitate change, that means you are going to have to hold your client accountable to doing things they don’t “like” to do.
Keep in mind that we are not setting goals for our clients. We need to get them to set their own goals so it aligns with what they want… not what we want for them.
We only need to approach goals from two time frames. Short term and long term.
- Short Term Goals — Anything within at 90-day time frame
- Long Term Goals — Anything that is a one year or longer time frame
Top advisors understand that the majority of what they do for their clients is help them manage their emotions and develop their mindsets (especially when it comes to things like money). This is what creates real value in your client relationships and keeps them coming back.
Phase 3) Creating Positive Emotions
Keep this in mind when designing your ideal customer experience. What separates a commodity from a high-end service is the emotions the other person experiences during the transaction.
The buying process is driven entirely by emotion. Emotion is what causes all action inside of humans... not logic.
People will forget what you said. People will forget what you did. But people will never forget how you made them feel.
American author, poet, and civil rights activist
Make it a point to be the most enjoyable meeting your client has that week. You want your client to leave every interaction they have with you in a good mood. The more positive emotions you can help create in your client, the more they will enjoy working with you.
More than anything, your clients want to feel like they are in control. After all, if they were able to handle this problem on their own, they wouldn’t need your help.
Your clients will very predictably go through emotionally charged events and decisions. Identify what those moments are and figure out a way to help guide your clients through their emotions. This helps them feel in control of their life and they will love you for it.
Phase 4) Solidifying the Sale by Over Delivering
One of the easiest (yet often ignored) ways to create a high quality customer experience is by sending a hand written thank you card or an unexpected gift when you get a new client.
It’s something almost no service providers do and it immediately separates you from the competition. Not only does it give your new client the unexpected surprise of something positive, it creates a story that reinforces their decision to do business with you. Plus, they can tell their spouse/friends/co-workers how awesome you are and it’ll generate referrals
.You don’t need to do something lavish to show your appreciation. This is most definitely an “It’s the thought that counts” type of thing.
Great Customer Service Starts With You
At the core of delivering a world class service is you. It requires a commitment to delivering at the highest level and never accepting “good enough”.
Often times this comes back down to how you think about your own business. Is your business there to serve you and your selfish needs… or is it designed to serve the needs of your clients?
Good enough never is.
Founds, Mrs. Fields Cookies
Your content here...
When you decide that your clients needs come first, you will automatically start doing the required activities to consistently deliver a high quality experience. It will require more effort in the short term, but in the long term it will grant you the freedom you desire.
Serious about improving your customer service? Start by interviewing your existing clients and ask them what you can do to improve. You’ll be amazed at what you can learn if you just listen to your clients.
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