NFIB

Be a Partner in Customer Success
06/ 14/ 2002

by Jeffrey Moses

DonÆt let your customers think of you merely as a supplier or vendor, but also as a partner in their success. True, most companies do not search for partners when shopping for service providers. But as you successfully complete a number of projects for a company, you begin to understand its strengths, weaknesses and needs. And if you use that knowledge wisely, you can become an invaluable consultant to that customer.

To put yourself in a position where you can begin offering consultation, two things are required: communication and commitment. Continually ask how your work can be better. Explain how you can better focus on their needs if you fully understand the companyÆs plans and goals.

Find out the long-range goals of the company's decision makers. Be a proponent of advancement and always be on the look out for the chance to suggest ways that your services can help move the company in the envisioned direction.

If you can approach several projects in this manner and perform successfully, your customer will begin including you in the initial planning of new projects. Once you get to this level, try the following techniques to nurture the growing feeling of partnership with the customer:

1. Be available. If a customer calls you at five o'clock in the afternoon with a project that must be completed by eight the next morning, don't hesitate to accept. If there is absolutely no way that you can complete it by the deadline, act as a consultant to help find other ways to get the work done.

2. Always ask for your customer's ideas on a project, especially at the beginning and at key phases. Keep your customers informed at every step of the way. They should never be surprised by unexpected results or by unanticipated expenses. Let them be part of every important decision--but don't make them feel that you're not capable of thinking independently. Use their input, and tell them how the group effort helped move the project along.

3. Don't shy away from dealing with your customer's employee problems. When the opportunity comes up, your suggestions for streamlining operations and working with troublesome employees might be valuable.

4. Always tailor your bill so that it meets your customer's expectations and works within their budget. Rather than demand full payment when your customer is short on cash, you could do them a favor by dividing an invoice into separate payments. This gesture will reinforce your willingness to work with them and your value to the company.

5. Always encourage your customer to call with problems. Tell them: "Don't hesitate to call me when something is wrong. You won't hurt my feelings. We need to work together on this."

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