Keep Your Clients Coming Back for More

•All audio is streamed through your computer speakers.

• There will be several attendance verification questions during the LIVE webinar that must be answered via the online quiz at the conclusion to qualify for CPE (NASBA only-Marketing).

• For the archived/recorded version of this webinar, the link to the attendance verification quiz is a final exam on the topics covered during the presentation.

Scott H. Cytron, ABCCytron and Company

NSA – Oct. 17, 2013

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Satisfaction

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Which would you rather have?

This?

Satisfaction

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Or This?

SatisfactionYour clients seem happy, but how much

do you really know about their satisfaction with your firm and services?

Have you asked them?

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3-Step Rule to Happy Clients

Trust + Loyalty + Referrals

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3-Step Rule to Happy Clients

Value

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The Bottom Line

Retain ClientsRecruit Clients

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Urban Myth“It costs eight to ten times more to

acquire customers that it doesto retain them.”

- Gartner Group in CRM Magazine

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Interacting With Clients

The Way it Should be:• No surprises• Consistent, ongoing communications• Break the rules?• E-mail?

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Put Yourself in Front of the Client

In person• Time crunch• Could be a long lead time• Social occasions vs. at their office• Better be prepared … or face the

consequences

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Put Yourself in Front of the Client

Pick Up the Phone!• Spontaneous• When was the last time you did it?• Clock is not running• Have a purpose/agenda

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What You’re Going to Ask

Instead of asking “How are we doing?”

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Come up with something more tangible … and much more measurable.

What You’re Going to Ask

“There are some new, important tax law changes you should know about. Let’s explore ways to make this happen.”

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What You’re Going to Ask

“We haven’t had an in-depth conversation about your company in a long time. Let’s

talk about ways we can interface with you to help you grow.”

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What’s Wrong With This?

Results of Conversation• Concrete feedback• No surprises – best result• Good feedback – great!• Not-so-good feedback - dig deeper; all hope

is not lost.• Turn negatives into positives and call in the

Calvary.

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Surveys

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Surveys

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Surveys

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Do They Still Work?

Painful or Pain-Free?

• Time burden• You have to do something with the

results• No standardized follow up• This takes work, folks!

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Survey Pointers• Keep it short• Make it clear• Use a 10-point scale: 10 = excellent• Make it available online• Include return deadline• Incentive?

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Survey Pointers

Reality:Not

everyone willcomplete the

survey

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What to Measure• How are we doing?• Technical know-how?• Do you like us?

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What to Measure

• Effective planning and implementation• Communications• Flexibility• Billing procedures and accuracy• Service

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What to Measure• Thought leadership• Insight• Business builder• Solution provider• Sensitive to needs• True business partner

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Written Comments• How can we serve you more effectively?• What’s changed in your business over the

last 12 months?• What kinds of referrals are you looking

for?

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Best Way to Measure

A Mix of Tools

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Why Social Media?

• Flexible• Inexpensive• Fast• Reputation management

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Suspension of Disbelief

• Put aside your skepticism and think beyond the obvious.

• Its OK to hate Twitter or Facebook.• Be results-oriented.

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Four-Step Process

1. Decide how you are going to use social media.

2. Use tools that make sense on a professional level – for YOU.

3. Put the “S” in Social and Share.4. Evaluate what works.

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What We Know About Social Media

• Go beyond local borders• Maximize your time• Gain credibility as an

expert in your field• Share referrals and

connections

•Keep up on industry business trends

•Create business partnership opportunities

•Reconnect with colleagues

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Online Versus Face-to-Face• Your strategy should be

blended – it isn’t either/or• Blended approach saves time

and money• Ask your network for help and

connections• Qualify opportunities before

making calls• Build credibility with a larger

audience

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What you Gain• Reputation management and respect• Thought leadership• Insight …

HOLD ON!

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Look Familiar?

• Effective planning and implementation• Communications• Flexibility• Billing procedures and accuracy• Service

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Wrapping Up

• Your brand is YOU. Don’t forget that.• It IS easier to retain a client than recruit a new one.• You can survey, talk and touch base all you want to,

but in the end it boils down to service and reputation.

• You must pay attention.• It’s everyone’s job to retain and recruit.

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Link with Scott on LinkedIn at www.linkedin.com Join Scott on Facebook

Follow Scott on Twitter www.twitter.com/scytron

Scott H. Cytron, ABCCytron and Company972-743-4671scott@cytronandcompany.com