A job well done
Last week we were having a chat in the (virtual) LINAR office about hairdressers. Three of the team have had the same hairdresser for years. When quizzed as to why this was the case, one of the team summarised:
I’ve been going to the same bloke for 15 years. I walk in, get treated warmly, asked whether I want a coffee, water, beer. I sit down and am asked, “The Usual?” 30 mins later I walk out with a good haircut for a decent price. It’s always the same service with some great chat thrown in. He now does all my kids’ hair too.
As an industry, we like to overcomplicate things in professional services marketing. Elongated plans and campaigns, lavish events and time-consuming directories (did we mention we can simply that for you? – visit the Directorease site).
This means we can overlook the simple and effective ways to retain and win customers – by doing a bl00dy good job.
This week’s Three Thing’s focuses on just that – a job well done – and how to maximise the feelings that brings for a customer. Enjoy.
#1. DWYSYDWYSYDI
A simple phrase that just rolls of the tongue, right?. It stands for Do What You Say You’ll Do, When You Say You’ll Do It. Sounds simple. In reality, many professional services firms fall at this very basic first hurdle. We’ve lost count of the number of pieces of client feedback we’ve received from firms’ clients citing a basic lack of communication and keeping them updated on project and fee deadlines.
As in the hairdresser example above, reliability is a key component of building trust with someone and an integral part of David Maister’s trust equation. Think of companies like Amazon, McDonalds, Apple and others who all place reliability incredibly high up in the brand promise. This results in significant customer loyalty as people know what they are buying and trust the product before it’s even arrived.
#2. Don’t waste the goodwill
Doing a good job is one thing. Those operators who are smart utilise the opportunity to build on their already strong position. Don’t lose the buzz the customer is feeling following a job well done. Consider the following:
- Get the bill paid ASAP: the numbers always seem less with a successful outcome ringing in the ears!
- Feedback: use the opportunity to ask for feedback on the job completed and, importantly, anything that could be done better next time. A lessons learned session can not only bond teams more tightly together but can also uncover efficiencies on both sides that will enhance the next job and increase the probability of another successful outcome.
- Ask for a testimonial: use the goodwill to ask for a testimonial from your customer. Work with them to identify exactly what it was that made the job a success and ask them to commit it to video and/or paper.
#3. What next?
Particularly in the legal industry, it’s all too common for deal teams to finish one job and move straight on, keen for the next adrenaline hit. Once the chaos has died down, get a wider relationship catch up in. Steer the conversation around to the next six months for the customer, what’s on their plate and how could you assist.
And finally…
We’re working with the law firm Cripps at the moment. In the lead up to the UK budget recently, the Cripps corporate team closed over 20 deals in 24hrs ahead of the budget announcements on Wednesday 30th October. This herculean effort is likely to have saved Cripps clients many £m’s in Capital Gains Tax (CGT). Doing a good job when your clients are relying on you is some of the best BD going.
