While CRM systems exist to help manage your client information intelligently and keep you savvy under pressure, the following “fails” can and still do happen. But fear not: with a dash of common sense and a dose of good software support, they can be avoided.
(1) Unready, unsteady, gone
Your typical day is action-packed with client meetings and calls, as well as everything else in between. There is often little or no time to prepare, to gather your thoughts, or to refresh yourself on not just what needs to be addressed, but who youll be addressing.
Failing to prepare and fluffing your way through a call or meeting could cost you the account. The truth is, if a client is not feeling the love, theyll start looking around for a new partner.
What to do:?If you’re caught on the back foot, let your CRM system do the work for you. All your clients historical information should be easily accessible, enabling you to get up to speed on the important bits quickly. Every client is important, but each one should feel like they are your number one priority.
(2) No-name emails
No client is going to take kindly to receiving an automated email from you addressed to Dear [insert name]” or Dear Sir/Madam . Lets not forget that clients are human too, and will certainly expect all communication to be correctly personalised.
What to do:?Check the automation codes on your CRM marketing software. Those worth their weight in gold will function intelligently and are able to map fields specific to each client. Its a simple process that can help you avoid this basic but relationship-damaging mistake.
(3) Wrong email, wrong person
Weve all done it. Hit send before checking the email is going to the right recipient. If you’re lucky, you can laugh it off with a quick apology. But it’s best you dont do it again. In more serious instances, confidential client information could end up in the wrong inbox. Undoubtedly there are many instances of this rookie mistake causing relationship meltdown, but there are some simple ways to avoid it.
What to do:?Use database technology that connects all your communications to the correct client. Not only will you never miss a conversation – youll be having it with the right person! And dont forget to flex your common sense and double check before hitting send.
(4) Missing a beat
Managing client relationships is a juggling act that takes time and focus – two things we are often in short supply of. If people expect a response from you faster than you’re able to give one, it can undo all the good work being achieved. The same goes for replying too quickly or superficially when more insight is required.
What to do:?Work with software that automatically captures and stores all important client information, and provides immediate access to records as needed. Go for an agile system that enables you to move between tasks and windows smoothly, leaving no room for mistakes.
Read on to find out how to ensureyour biggest account doesn’t wake up on the wrong side of the bed.
(5) Talking without back up
Youve overheard a cool stat and throw it down as fact. While you might earn brownie points in the moment, not verifying a claim that turns out to be false could harm not only your client relationships, but also your own (and your companys) professional reputation.
What to do:?Rely on your own analysis to keep you ahead of any and all relevant industry trends. Sometimes it’s good to trust your gut but it’s always better to back it up with proven data.
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(6) That awkward wake-up call
Some clients may not operate in the same country as you, let alone the same time zone. And those that do often travel. Its easy to forget this when your day is in full-swing, but do you really want to be the reason your biggest account woke up on the wrong side of the bed
What to do:?Knowing when your clients do and do not want to be emailed or called is essential. Quick access to information via your CRM system such as where in the world they are and what time zone theyre in will help you make informed decisions about how best to contact them.
(7) Not flagging a red flag
Its easy to assume your clients are more in tune with their business than you are. However, working across many accounts can give you broader insight into issues your clients might not be aware of, or even see coming.
What to do:?Track your clients history using your CRM software (email tracking software will enable you to capture every email to and from any client, giving you clear visibility into all your key relationships) and identify any patterns worth evaluating further. As soon as you spot a problem, big or small, discuss it with the client. They might not like to hear it, but theyll thank you later.
(8) Being rude about a client before theyve hung up on the call
Epic fail.
What to do:?Hang your head in shame.
Peter Linas is international MD at Bullhorn.
