Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

CUSTOMER SATISFACTION IS MARKETING
Customer satisfaction is marketing. Doing a good job is marketing. That is why
the only time to market is all the time. You must stay in touch with your clients
and know where you stand with them—how satisfied they are with your work,
present and past. You should regularly ask yourself, “What can I do to maintain
and improve customer satisfaction?” There is always room for improvement.
Do You Know Where You Stand?
In Chapter Three I provided a four-question letter that you could send to your
clients to determine their level of satisfaction with your work. If you did not send
it then, this is a great time to reconsider. In Chapter Three you sent it because it
was a good market research tool. This time you would send it because it is a good
client retention tool. Your clients will appreciate that you asked and usually will
respond with good feedback. People like to be asked their opinions. The secondary
message here is that you need to market all the time.
Do You Know What Satisfaction You Provide?
If your clients have a high level of satisfaction with your work and provide repeat
work as well as referrals for you, you are obviously doing something right. But do
you know what you are doing right? The list in Exhibit 9.3 provides some questions
you may wish to ask yourself. Your responses will provide insight for you to
ensure clarity and consistency in your marketing efforts. Your responses will also
remind you of the things you may wish to continue to do to improve client satisfaction
and to increase client retention.
Exhibit 9.3. Why Are Your Clients Satisfied?
1. Why do clients want to work with you?
2. What has changed the most for your clients at project’s end?
3. What have prior clients said about your work?
4. Why have clients hired you for repeat work?
5. Why have clients referred you to others?
6. What product or service has gained you the greatest reputation?
A Client in Hand Is Worth Ten in Your Plan: Will Your Clients Market for You? 205