We’re in the Relationship Business

When I think about the skills required to execute our mission, not only does it include a high level of expertise in the areas of marketing and thought leadership, it also means that we are excellent at building and maintain great relationships with our clients.

If you were asked what does Tahzoo do? Would your answer be; we build great relationships with our customer so we can help them change? Or would it be something like we do digital marketing? Or we’re a customer experience agency?

We are in the relationship business. It just so happens that the primary value add of Tahzoo is we work on customer experience problems. Here are my thoughts on developing a great relationship with your client.

You care for your clients –
Caring is not defined by how you feel, but by how you act. I’d go on to say that it’s a commitment. A commitment to your client’s success, to treat them with respect and to care enough to do your best work on their behalf. If you truly care about your client, you are obligated to find a higher purpose in your relationship with them.

You’re a servant –
You put the client before yourself, before the company and before profit. With a servant’s heart you assist your client in any way necessary to ensure their success. Zig Ziglar, a famous sales trainer used to say “you get what you want by helping others get what they want”.

You’re honest –
Honesty requires courage. Good consultants have opinions and in a respectful way they share their perspective and experience. If the primary goal is to ensure the clients success, then they need to hear from you what you really think. The better the communication, the stronger the relationship; build the trust and have the confidence to engage your customer in the marketplace of ideas.

You make friends –
I make friends with my clients. Many of my clients from my Microsoft days are still friends. Your work is important but a friendship creates a basis for trust. We are a company full of smart and happy people… share your happiness, be friendly and get to know your client.

You’re patient –
The work we do is hard… we are agents of change. Our clients built tremendously successful business over a long period of time and although technology and consumer expectations are changing rapidly, they need time to catch up. Be patient, take the time to explain things and don’t be afraid to stick with your client while they work through the internal challenges of managing change.

You’re loyal –
Trust is a function of consistency over time. The client needs to know that you’ll be with them through and through.

You check in regularly –
If you have a great relationship with your client, then you’re be continuously checking in to ensure that you share a common vision of success. Working together, building together, failing and succeeding together (all while pursuing a common definition of success) is what great relationships are made of.

You have fun –
Find the joy in your work and share it. Enthusiasm is infectious and sometimes your client will need your energy. All great relationships have an element of fun. Smile, laugh and find reasons to celebrate.

Selling Tahzoo

Imagine you’re talking with a potential Client of Tahzoo’s and they ask you what does Tahzoo do? You could say we are a customer experience agency that helps our clients deliver personalized customer experiences at scale… then comes the awkward pause from the Client during which they decide to either say “that’s cool” or admit they have no idea about what Tahzoo does and then proceed to ask you more questions.

Or you could say to the Client… “We help our clients build deeper relationships with their customers. For example, for one of our clients we increased traffic to their site by 50%, with the visitors spending almost 38 thousand hours on high value content since we launched their new website”.

“We create happy customers and measure the results for our clients in lots of ways, number of pages being viewed per visit, increase in conversion rates and less time being spent on the home page… for all of our clients we help them achieve meaningful results for their business”.

Our Client is now excited about what we can do for them. A conversation ensues about their business goals… all the while we are sharing examples of results that we’ve delivered for similar clients. The dialogue is a give and take around their goals and our work. The Client becomes more confident we can help them and we talk openly about working together.

We don’t talk about practice areas, geographical distribution or the commercials and rates. We talk about solving business problems and as such our capabilities are implied by example. As we discuss their goals we begin to shape an approach for working together, during this phase of our conversation I am looking for objections and concerns that may prevent us from getting a deal done. I ask a lot of questions about the decision making process within the company and I am acutely aware of our clients’ body language and truthfulness.

I seek to resolve any objections or obstacles right then and there… better to get the hard stuff out of the way early then to spend a bunch of time on a deal that can’t or won’t get done… Everyone is happy and now we have a new multiyear multi million dollar account.

This is how I sell Tahzoo… by reference and by asking questions. There is an old saying that goes people don’t care about how much you know until they know how much you care. The great thing about questions is they create interaction… there is another old saying that goes being interested in someone makes you interesting… and finally to quote my grandfather, “there is a reason God gave you two ears and one mouth”. Great consultants like great sales people take the time to know their clients and they use questions to create energy and change.

Growing a Business

growingabiz

As a young manager at Nordstrom, I was speaking with John Nordstrom one day and he was complimenting me on the great service my department was giving. I was pleased to be receiving the compliment, however I was curious about how he could know that when he’d only spent a limited time on the sales floor with me. So I asked him “how do you know we are giving good service?” He said “happy and well served customers spend more money. When I looked at your numbers, the increases in your sales are a result of good service.” At that time, my department was one of the fastest growing in the company. He was right in that we had a great team, giving great service and it showed in our numbers.
 
One of the core values of the company is that if we care about our employees and care about our customer, we’ll have a company worth caring about.
 
When I think about caring for clients, I think about how they are trusting us with their goals, their work and ultimately their credibility. This is a precious gift and we need to treat that with the honor and respect it deserves. Understanding and exceeding a client’s expectations is the hallmark of good consulting. When we disappoint a client, it’s rarely a blatant violation of their trust, more often it is what I call benign neglect. An apathy or an unwillingness to understand the client at the right level of detail or the unwillingness to do the little extra. At Nordstrom, if I saw someone walk past a messy table and pretend not to notice, I knew that person needed coaching about the importance of doing all the little extras that made up a great experience for our customers.
 
So what are the little extras in our business? First, it starts with building a relationship with your client. Most of my clients, I consider friends. Some better than others, but I build relationships based on trust and exceeding expectations. My goal is always to become a trusted advisor to my clients. Whenever I am asked about secret to building trust, I tell people that trust is a function of consistency over time. When client can depend on you to consistently meet their needs, they will trust you… If you consistently exceed their expectations, you’ll become a “trusted advisor”.  Back to the little extras, prompt return of phone calls or emails. Hand written thank you notes. Being on time and prepared for meetings. Ensuring that your work is client ready or pitch perfect. Ensuring that your team is informed so they can be effective working with your client. There are many ways in which each of us can do the little extras and build trusted relationships.

.Building trust with customers
 
We also employ something we call the employee thermometer with customer centricity and customer satisfaction surveys to understand how we are doing as a company and what needs to be fixed in order to make us a great service organization. These tools are critical to ensure that we have the insights we need to make the right investments in the business.
 
Based on the employee and customer feedback, we are instituting a new role in the company called the Delivery Lead. The Delivery Lead is the single point of accountability within Tahzoo to ensure the quality of our work. In short, the person responsible for making sure we are exceeding client expectations. A DL operates at an account level, overseeing, working on and guiding multiple work streams. It is and will continue to be one of the more important roles within our company as we build our digital transformation business. When we consistently deliver great work for our clients they will trust us with more work.
 
But back to the John Nordstrom story, survey results notwithstanding … how will I know if you’re building trusted relationships and do the little extras to make a client feel appreciated? I’ll see it reflected in the numbers.